学习方法：TCCM论文速度
Theory-Context-Characteristics-Methods
直接带着目的速度：
- 论文的理论基础是什么？假设or隐藏假设有哪些？
- 论文研究的背景是什么？或者说“实验条件“是什么？
- 论文的变量/特征量有哪些？
- 论文的研究方法是什么？
举例：
DOI：10.3390/info12050192
TITLE：Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China
THEORY：
social identity theory
CONTEXT：
China Fashion-oriented
CHARACTERISTICS：
IV: Five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence
DV: online purchase intentionModerator: social media usage
METHODS：
structured questionnaires, SEM
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