Purpose The purpose of this paper is to explore a model of how people are influenced from the perspectives of individuals (cognitive trust and affective trust), group (sense of virtual community), and social influence (normative influence and information influence) factors....

Purpose – Social media platforms established social relationship between the consumer and the brand community. The purpose of this paper is to propose a model to understand how dual-identification impact on the community citizenship behavior (CCB). Specifically, the authors propose perceived...

Purpose – Based on the tricomponent attitude model, a research model is developed to investigate the factors that influence users’ use intentions regarding broadband television. These factors are divided into vendor’s service and personal psychology perspectives. The paper aims to discuss...

Purpose – The purpose of this paper is to explore the model of enhancing the electronic word-of-mouth (eWOM) effects through the virtual community by discussing the relationship among sense of virtual community, social influence and eWOM effects. Design/methodology/approach – This research...

"'Research Methods in Accounting' provides students and researchers with a thorough understanding of the research process. This book has been updated to include new topics, trends, research and references in accounting"--