A Study of the Impact of Social Media Characteristics on Customer Adoption Intention of Social Media
- https://doi.org/10.2991/iaw-sc.2013.252How to use a DOI?
- social media; social media characteristics; adoption intention
Recent research on the factors affecting customer adoption of social media has been conducted by many scholars, but no research can be found to be carried out from the perspective of social media characteristics. The purpose of this study is to fill this void. Our conceptual framework incorporates customer adoption intention as endogenous variable and social media characteristics (information openness, participation, interaction, sharing, and connectedness) as exogenous variables. According to the 624 samples surveyed online, we had a data analysis by running the software of AMOS 7.0 and SPSS 17.0. Our findings demonstrated that information openness, participation, interaction, sharing and connectedness positively affect customer adoption intention.
- © 2013, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yongbing Jiao AU - Jian Yang AU - Shanling Xu PY - 2013/10 DA - 2013/10 TI - A Study of the Impact of Social Media Characteristics on Customer Adoption Intention of Social Media BT - Proceedings of the 2013 International Academic Workshop on Social Science PB - Atlantis Press SP - 1095 EP - 1099 SN - 1951-6851 UR - https://doi.org/10.2991/iaw-sc.2013.252 DO - https://doi.org/10.2991/iaw-sc.2013.252 ID - Jiao2013/10 ER -