Examining the influence of online retailers’ micro-blogs on consumers’ purchase intention
从消费者视角识别企业微博信息价值的关键决定因素，并研究其如何通过在线品牌资产影响购买意愿，同时考察感知有用性的中介作用。
Purpose The purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention.