ISBN:

pp Pub. Date:

Category:

Price:

Title: How Consumers’ Herd Behavior Influences Willingness to Buy in Taiwan Movie Market
Source: International Conference on Engineering and Business Management 2012(Part 2 Enterprise Operation and Management（2）) (pp 802-806)
Author(s): Yu Chao, Dept. of Business Administration, Chung Hua University, Hsinchu City, Chinese Taipei
Chun-Chun Lu, Dept. of Business Administration, Chung Yuan Christian University, Chungli City, Chinese Taipei
Abstract: This study proposes a research framework to measure how consumers’ herd behavior influences willingness to buy in movie market. The herd behavior is as the antecedent variable of buying intention. The herd behavior includes two dimensions: information influence and formation influence. We analyzed the data by deploying PLS-SEM method. The results are the information influence is positive influence willingness to buy, and the formative influence is positive influence willingness to buy. The information influence is stronger effect than the formative influence on willingness to buy in Taiwan movie industry.
Proceedings by Subjects
Resources
Products
Contact us
book@scirp.org
WhatsApp +86 18163351462(WhatsApp)
Click here to send a message to me 1243940697
Book Publishing WeChat
Follow SCIRP
Free SCIRP Newsletters
Copyright © 2006-2024 Scientific Research Publishing Inc. All Rights Reserved.
Top