Exploring the drivers of purchase intentions among generation Y in social media: Empirical research from Chinese university students

Abstract

Due to the huge number of users, Sina Weibo is an ideal platform of eWOM. Also, the enterprise aims to spread the product to its target customers through the way of improving the customers’ purchase intentions. This research aims to explore the drivers of purchase intentions from the aspect of eWOM behavior among Generation Y in Sina Weibo. It examines the relations among customer experience, social relationships, eWOM behavior and purchase intentions.

Keywords:

• eWOM Behavior
• Social Relationships
• Customer Experience