A Study of the Effect of Social Support on College Students' E-Brand Favourability
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 12
Abstract
The evaluation of favourability is a complex decision-making behaviour that is susceptible to a variety of factors. What factors influence College students' e-brand favourability? Based on social cognitive theory and social support theory, we observe the factors of social support, mass media, Official Corporate Media, self-media, and self-efficacy on College students' e-brand favourability. In this study, data were collected through questionnaires. SPSS26.0, AMOS26.0 and Stata17.0 were used to test the relationship between the above factors and favourability evaluation. The results show that social support has a significant positive effect on College students' e-brand favourability; self-efficacy between social support and College students' e-brand favourability mediated; Official Corporate Media mediated between social support and College students' e-brand favourability. mass media and self-media directly influenced College students' e- brand favourability.
Authors and Affiliations
Xia Chunlong, Liu Qijia
Keywords
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- EP ID EP752818
- DOI 10.47191/ijsshr/v7-i12-21
- Views 28
- Downloads 0
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