Transformation of Relational Social Capital to Purchase Intention in Virtual Engagements at QQ China

Access: Use of this item is restricted to the UNT Community
Description:

QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.

Creator(s): Huang, Ran
Creation Date: December 2011
Partner(s):
UNT Libraries
Collection(s):
UNT Theses and Dissertations
Usage:
Total Uses: 57
Past 30 days: 10
Yesterday: 0
Creator (Author):
Publisher Info:
Publisher Name: University of North Texas
Publisher Info: www.unt.edu
Place of Publication: Denton, Texas
Date(s):
  • Creation: December 2011
Description:

QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.

Degree:
Discipline: Merchandising
Level: Master's
PublicationType: Master's Thesis
Language(s):
Subject(s):
Keyword(s): Relational social capital | virtual engagement | purchase intention
Contributor(s):
Partner:
UNT Libraries
Collection:
UNT Theses and Dissertations
Identifier:
  • ARK: ark:/67531/metadc103330
Resource Type: Thesis or Dissertation
Format: Text
Rights:
Access: Use restricted to UNT Community
Holder: Huang, Ran
License: Copyright
Statement: Copyright is held by the author, unless otherwise noted. All rights reserved.