Research on the factors that affect customers' purchase intention on Crowdfunding platform

Chen, Shui-Lien; Lee, Yung Hsin; Chang, Tzu-Jui; Chen, Yu Chieh

doi:10.1109/icsai48974.2019.9010156

Cited by 1 publication

(2 citation statements)

References 38 publications

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“…e public will comment or provide positive feedback on innovative products promoted by enterprises, and other users will learn from these reactions and change their attitude towards the products, which a ects the promotion and marketing e ect [1]. Under the in uence of a strong network, user-generated content, especially negative content, will have a negative impact on innovative products and even on the innovation of enterprises [2][3][4]. erefore, there is a need to study the relevant mechanisms of user information behavior and their effect on enterprise innovative product promotion, as well as to identify the influence of changes in user information behavior on enterprise product promotion and product innovation promotion [5][6][7][8].…”

Section: Introductionmentioning

confidence: 99%

“…In order to further study the influence of user information behavior on the promotion effect of enterprises' innovative products, it is necessary to simulate different user information behaviors using control variable methods. Existing studies mostly focus on the impact of negative user information behavior on enterprise product promotion: the number [3], intensity [2], and release time [9] of negative comments all affect users' purchase intentions. Negative evaluations will also change the emotional utility of users and thus change their information behavior, which will have a negative impact on the effect of product promotion [10][11][12] and increase the negative impact of product promotion.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Influence of the Network Evolutionary Game Model of User Information Behavior on Enterprise Innovation Product Promotion Based on Mobile Social Network Marketing Perspective

Liu

Guo

et al. 2022

Mathematical Problems in Engineering

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User information behavior is an important factor affecting the promotion effect of enterprises’ innovative products on mobile social networks. To provide insights as to how enterprises can better promote innovative products, this paper conducts a quantitative study of its internal function. We introduce a network evolutionary game model based on the Bass model, first to describe the background of the mobile social network, then to simulate the diffusion process of the social network and the user’s decision-making game behavior during promotion of enterprises’ innovative products, and finally to simulate the promotion effect on innovative products and solve for the conditions for the best innovative product marketing effect and the model are simulated from multiple angles. Our simulation results show that mobile social network marketing in the initial stage of product promotion has a significant impact on the promotion effect of innovative products. When user feedback is poor, advertisement diffusion has an obvious effect on product promotion. In mobile social networks, the proportion of positive feedback from users has a greater impact on the product promotion effect, while the proportion of negative feedback has a smaller impact on the product promotion effect. The impact of negative reviews is time sensitive. According to the simulation results, we propose several suggestions to improve the promotion effect of enterprises’ innovative products on mobile social networks.

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