Predicting young Chinese consumers' mobile viral attitudes, intents and behavior

Asia Pacific Journal of Marketing and Logistics

Volumn 24, Issue 1, 2012, Pages 59-77

  “Chris” Yang, Hongwei ^a   Liu, Hui ^b   Zhou, Liuning ^c  

^a APPALACHIAN STATE UNIVERSITY   (United States)

^b BEIJING INTERNATIONAL STUDIES UNIVERSITY   (China)

^c UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

Author keywords

China; Consumer behaviour; Marketing communications; Mobile communication systems; Mobile viral marketing; Technology acceptance model; Theory of planned behaviour; Young consumers

Indexed keywords

EID: 84880617243     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555851211192704     Document Type: Article

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