A Survey from University Students to Measuring Individual Value in Word-of-Mouth Communication

被引：0
作者：
Wei Fuxiang [1 ]
Yao Yanan [2 ]
机构：
[1] Tianjin Normal Univ, Sch Management, Tianjin 300387, Peoples R China
[2] Tianjin Univ Commerce, Sch Management, Tianjin 300134, Peoples R China
来源：
NEW DEVELOPMENT OF SERVICES MARKETING AND MANAGEMENT IN THE ERA OF GLOBALIZATION | 2008年
关键词：
Word-of-mouth; Individual value; Chinese university students;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The paper explores the feature of word-of-mouth communication according to segmentation based on individual value of Chinese university student. The research verifies that Chinese university students possess different individual values, and significant difference does exist in motivation and behavior of word-of-mouth communication. At the end of the paper, we proposed Word-of Mouth Marketing (WOM M for short) strategy based on individual value segmentation.
引用
收藏
页码：128 / +
页数：2
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