Predicting Young American and Chinese Consumers' Mobile Viral Attitudes, Intents, and Behavior

Journal of International Consumer Marketing

Volumn 24, Issue 1-2, 2012, Pages 24-42

  Yang, Hongwei ^a   Zhou, Liuning ^b   Liu, Hui ^c  

^a APPALACHIAN STATE UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^c BEIJING INTERNATIONAL STUDIES UNIVERSITY   (China)

Author keywords

American and Chinese consumers; market mavenism; Mobile viral marketing; Technology Acceptance Model; theory of planned behavior

Indexed keywords

EID: 84863261095     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530.2012.650137     Document Type: Article

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