A Communication Goals Model of Online Persuasion

Publication Year:
2003
Usage 126
Abstract Views 65
Downloads 61
Repository URL:
http://aisel.aisnet.org/sighci2003/16
Author(s):
Wilson, E Vance; Lu, Ying
Tags:
Computer-mediated communication; influence goals; uses and gratifications theory; interpersonal influence
article description
Online communication media are being used increasingly for attempts to persuade message receivers. This paper presents a theoretical model that predicts outcomes of online persuasion based on the structure of primary and secondary goals message receivers hold toward the communication.