Study on WeChat marketing strategy based on the purchase intention of youth group

Jingkun Zhao, Honglu Liu, Yilei Pei

Year of publication:	October-December 2017
Authors:	Zhao, Jingkun ; Liu, Honglu ; Pei, Yilei
Published in:	Journal of electronic commerce in organizations : the international journal of electronic commerce in modern organizations ; an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1539-2937, ZDB-ID 2270169-2. - Vol. 15.2017, 4, p. 39-56
Subject:	Purchase Intention \| Technology Acceptance Model \| Theory of Reasoned Action \| WeChat Marketing \| Youth Group \| Jugendliche \| Youth \| Konsumentenverhalten \| Consumer behaviour \| Innovationsakzeptanz \| Innovation adoption \| Verbrauchereinstellung \| Consumer attitudes \| Marketingmanagement \| Marketing management \| Kaufentscheidung \| Purchase decision \| Zielgruppe \| Target group

Type of publication:	Article
Type of publication (narrower categories):	Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.4018/JECO.2017100104 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011763312