The Impacts of Virtual Community's Online Word-of-Mouth on Consumer's Intention

被引：0
作者：
Zhang, Yi-ling [1 ]
机构：
[1] Jiaxing Univ, Pinghu Campus, Jiaxing, Zhejiang, Peoples R China
来源：
19th International Conference on Industrial Engineering and Engineering Management: Management System Innovation | 2013年
关键词：
Virtual community; Online WOM; Purchase intention; Brand trust; COMMUNICATION;
D O I：
10.1007/978-3-642-38427-1_126
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Based on relative studies of home and abroad, this essay made brand trust as mediator variable and established a model that online WOM have influence on buying intention, which is proved by the questionnaires of network consumers. The study has found out that the online WOM influences its receiver's brand trust and consumer's willingness of buying positively. It provides suggestions for websites on how to use WOM to make an effective marketing strategy.
引用
收藏
页码：1195 / 1200
页数：6
相关论文
共 15 条
  • [1] Customer satisfaction in virtual environments: A study of online investing
    Balasubramanian, S
    Konana, P
    Menon, NM
    [J]. MANAGEMENT SCIENCE, 2003, 49 (07) : 871 - 889
  • [2] Bansal H.S., 2000, Journal of Service Research, V3, P166, DOI [10.1177/109467050032005, DOI 10.1177/109467050032005]
  • [3] Bentler PM, 1992, STRUCTURAL EQUATION
  • [4] Word of mouth communication within online communities: Conceptualing the online social network
    Brown, Jo
    Broderick, Amanda J.
    Lee, Nick
    [J]. JOURNAL OF INTERACTIVE MARKETING, 2007, 21 (03) : 2 - 20
  • [5] Denghua Y, 2007, PSYCHOL EXPLOR, P81
  • [6] A dyadic study of interpersonal information search
    Gilly, MC
    Graham, JL
    Wolfinbarger, MF
    Yale, LJ
    [J]. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 1998, 26 (02) : 83 - 100
  • [7] The Influence of Source Credibility on Communication Effectiveness
    Hovland, Carl I.
    Weiss, Walter
    [J]. PUBLIC OPINION QUARTERLY, 1951, 15 (04) : 635 - 650
  • [8] Kent BM, 1991, J MARKETING RES, V28, P307
  • [9] Netemeyer RichardG., 1992, J ACAD MARKET SCI, V20, P49, DOI DOI 10.1007/BF02723475
  • [10] Pavlou P. A., 2003, INT J ELECTRON COMM, V7, P69, DOI DOI 10.1080/10864415.2003.11044275
12