Transformation of Relational Social Capital to Purchase Intention in Virtual Engagements at QQ China
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 analysi…
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Date:
December 2011
Creator:
Huang, Ran