Déterminant du comportement de recommandation d'un site web
- Desmet, Pierre
Despite of the increasing importance and the high frequency of the action of recommending websites, marketing has not specified reasons for which a person recommends a website more than others, and the determinants of this behavior. Based on an interdisciplinary literature including Marketing, Information Systems and Knowledge Management, this thesis presents a model of website recommending behaviors. The proposed model has been validated on a sample of 776 Vietnamese web users. The results highlight the impact of utilitarian and hedonistic benefits of the website for interlocutors on the transmitter’s decision and behavior.
|This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/13162 and published in 2013.|
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- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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