원문정보
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초록
영어
The research examines the influence of CSII, using experience of eWOM and perceived eWOM credibility on eWOM effect, and the relationships among these factors in the specific atmosphere in China. These relationships were tested by AMOS with the data from a questionnaire survey in Beijing and Qingdao. As an important result, it is the first time showing that CSII is a root cause to influence eWOM effect and consumers’behavior. Also there were significant relationships among using experience of eWOM, perceived eWOM credibility and eWOM effect. The findings provide several managerial recommendations for online communication strategy in China.
목차
Abstract
Introduction
Theoretical background and hypotheses
eWOM
eWOM Effect
CSII (Consumer Susceptibility to InterpersonalInfluence) and eWOM effect
Using experience of online reviews and eWOM effect
Perceived eWOM credibility and eWOM effect
CSII and Using experience of eWOM
CSII and Perceived eWOM credibility
Using experience of online reviews and PerceivedeWOM credibility
Method
Samples and procedures
Measurement
Results
Validity and reliability of Measurement
Hypothesis testing
Discussion and implication
Limitation
References
Introduction
Theoretical background and hypotheses
eWOM
eWOM Effect
CSII (Consumer Susceptibility to InterpersonalInfluence) and eWOM effect
Using experience of online reviews and eWOM effect
Perceived eWOM credibility and eWOM effect
CSII and Using experience of eWOM
CSII and Perceived eWOM credibility
Using experience of online reviews and PerceivedeWOM credibility
Method
Samples and procedures
Measurement
Results
Validity and reliability of Measurement
Hypothesis testing
Discussion and implication
Limitation
References
저자정보
참고문헌
자료제공 : 네이버학술정보