Pei, Yilei; Zhao, Jingkun; Liu, Honglu - In: Journal of Electronic Commerce in Organizations (JECO) 15 (2017) 4, pp. 39-56
Recently, studies of WeChat Marketing Strategy based on the Purchase Intention have used TAM to help enterprises achieve high levels of marketing strategy but most have investigated only a component of TAM and neglect the role of entertainment, privacy and trustworthiness (belief in benevolence,...