Effects of Web 2.0 Experience on Consumers' Online Purchase Intention: The Social Networking and Interaction Orientation Factors

This paper examines the effects of Web 2.0 experience, especially the social networking and interaction orientation factors, which are likely to influence online consumers’ purchase intention and buying behaviour. Based on theoretical foundations of what has been identified as Web 2.0 experience, this study proposes a research model consisting of these two… CONTINUE READING