Nowadays ways of purchase are changing with the maturity and rapid development of e-commerce. There are two studies in this research paper. In study 1, one online experiment was conducted with 263 subjects, it aims to figure out the relationship between consumers' risk preference and risk in...

Opinion leaders play important roles in interpersonal communication. Marketers can contact the opinion leaders and reduce costs and improve overall communication efficacy by communicating effectively with them. This study investigates the opportunity of consumers becoming opinion leaders and...

This article examines social network centralities to identify peer group's opinion leader with the aim of determining whether an opinion leader and perceived value influence purchase intention in the field of paid mobile apps. Social network analysis (SNA) and regression analysis are applied to...