社群媒體之消費者廣告態度的前因與後果

Abstract

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The shopping experience and the consumer behavior decision journey has been of much interest for many online businesses and the proliferous ecommerce. Consumer behavior’s attitude theory and the SOR theory model can give a prospective understanding of the relationships and factors that relate to operation of decision making. The E-commerce buying platforms and internet environment such as social media and web browsers have become common in the few years, incentivizing online retailing to start business or on a public/third party scale. Attitudes theory and SOR model gives future insights to stimuli influencing consumer behavior that can have some positive response to online advertisements, such as sharing the advertising content and purchase intention.