A Study of the Content Oriented and Message Oriented User Experience Design on Purchase Intention
Date Issued
2014
Date
2014
Author(s)
Mo, Hui-Chun
Abstract
This study investigates the effects of different online social network services (SNS), such as the nature of connections and the nature of information, on user buying intention and reuse intention of SNS. The M-R model and social trust were integrated in this study to form a theoretical model that how different SNS have moderate the customer experience and psychology. An experiment was conducted to test the model. Participants were grouped to form a stimulated social network, and were asked to make a purchase decision at simulated scenarios. After the experiment, participants were asked to complete a survey to report their experience of trust, emotion and purchase intention. Results indicate that the nature of information has both effects on user emotion and social trust while the nature of connection has no effects on user emotion and social trust ; the emotion of happiness has both effect on buying intention, the emotion of contentment has only effect on reuse intention; integrity has the most significant positive effect on behavior intention, availability has negative effect on behavior intention. This thesis contributes to the literature in social network services and the application of social marketing.
Subjects
M-R Model
Mehrabian and Russell Model
Social Network Service
SNS
Trust
Social Trust
Emotion
Type
thesis
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