Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase
Reference group is an important factor influencing users’ purchase in the network communities. The reference group’s influences involve informative influence and normative influence, and users’ purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have dif...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-12-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/12/24/10619 |