Exploring the Moderating Effect of Online Movie Reviews on the Intention to See a Movie
碩士 === 國立交通大學 === 經營管理研究所 === 107 === This study uses the theory of planned behavior, as the main framework to explore the intention and the behavior of watching movies. We pick three constructs of online word-of-mouth (rating scores, number of comments, source of word of mouth), and whether the rel...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/47u78h |