Generation Y: Social Norm, eWoM and Use of Social Networks

被引：0
|
作者：
Reyes Moreno, Cesareo [1 ]
Parra Lopez, Eduardo [1 ]
Acosta Rubio, Zamira del Rosario [1 ]
机构：
[1] Univ La Laguna, San Cristobal De Laguna, Spain
来源：
MARKETING AND SMART TECHNOLOGIES, ICMARKTECH 2021, VOL 2 | 2022年 / 280卷
关键词：
Generation Y; eWoM; Social networks; Social norm; WORD-OF-MOUTH; TECHNOLOGY ACCEPTANCE MODEL; ONLINE CONSUMER REVIEWS; PURCHASE INTENTIONS; MOBILE INTERNET; MODERATING ROLE; PEER INFLUENCE; PLS-SEM; MEDIA; ADOPTION;
D O I：
10.1007/978-981-16-9272-7_39
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper aims to explore the factors that influence Generation Y's social networks acceptance via eWoM and social norms. The data collected in the survey used were analysed using a structural equation model, specifically, using the PLS technique. As practical conclusions, it is concluded that individual acceptance of a social network is influenced by the social environment.
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页码：479 / 494
页数：16
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