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.

引用

页码：479 / 494

页数：16

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