|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|94285||2017||12 صفحه PDF||سفارش دهید||7990 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Telematics and Informatics, Volume 34, Issue 4, July 2017, Pages 22-33
In this paper, we analyze the influential factors of positive eWOMâs communication motivations that affect consumer acceptance on social network sites, and apply the uncomplicated decision tree data mining algorithm to compute the association rules between these influential factors and consumer acceptance, expecting to understand the relationship between eWOM on social network sites and consumer acceptance. The results of this study can help the business decision-making in CRM and marketing of the industry of ACG-related derivative product. This study found that the degree of perception of ACG product and the degree of taking pleasure in sharing ACG-related information with others have a significant correlation with consumer acceptance.