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Journal of Global Academy of Marketing Science Volume 20, 2010 - Issue 2
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REGULAR PAPERS

The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content: China's Anti-virus Program Market

经验价值对消费者对电子内容的认知价值的中介影响：中国杀毒软件市场

Weiwei Jia Dept. of Business Administration, Gyeongsang National University, Republic of Korea Phone: +82-10-5760-0829 E-mail: [email protected]
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Saebum Kim Dept. of Business Administration, Gyeongsang National University, Republic of Korea E-mail: [email protected]
Pages 219-230 | Received 21 Dec 2009, Accepted 20 May 2010, Published online: 03 Apr 2012

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