Contents
(A) multiple mediation model of social value in Taiwan's online tourism / Jean-Luc Pradel Mathurin Augustin ; Shu-Yi Liaw 1
Abstract 1
1. Introduction 1
2. Background of the study 2
2.1. How do we define the Perceived Value? 3
2.2. Social value 3
2.3. Functional and emotional values 4
2.4. Hypothesis and research model 4
3. Methodology 5
3.1. Measurement 5
4. Results and discussions 6
4.1. Measurement model 6
4.2. Structural equation model 8
4.3. Comparison of the indirect paths 9
4.4. Significance of the study 10
5. Conclusions 10
5.1. Limitation and future research 11
References 11