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The Effects of Online Word of Mouth on Consumers' Purchase Intention

2018
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Release : 2018
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Kind : eBook
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Book Synopsis The Effects of Online Word of Mouth on Consumers' Purchase Intention by : Yueshan Huang

Download or read book The Effects of Online Word of Mouth on Consumers' Purchase Intention written by Yueshan Huang. This book was released on 2018. Available in PDF, EPUB and Kindle. Book excerpt: When compared to the traditional word of mouth (WOM), the online word of mouth, a new way of share and exchange thoughts about products or companies via the Internet, has proved to be a more effective information source for consumers as well as a more powerful marketing tool for companies. While previous studies have found that online WOM can significantly influence consumers' behavior, this study aims at investigating its effects on consumers' purchase intentions. Based on the results of a self-administered survey, we conclude that both the quality and quantity of online WOM have positive influences on purchase intentions. More importantly, this study is one of the first to examine this relationship in a cross-cultural context at the individual level. By applying the Hofstede's cultural values, we found that online WOM will have different effects on the purchase intentions of consumers who have different cultural orientations. This study also provides meaningful managerial implications for online retailers and directions for future study of online consumer behavior.

Electronic Word of Mouth (eWOM) in the Marketing Context

2017-02-15 Computers
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Release : 2017-02-15
Genre : Computers
Kind : eBook
Book Rating : 593/5 ( reviews)

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Book Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova

Download or read book Electronic Word of Mouth (eWOM) in the Marketing Context written by Elvira Ismagilova. This book was released on 2017-02-15. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing

2018-11-01 Business & Economics
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Release : 2018-11-01
Genre : Business & Economics
Kind : eBook
Book Rating : 727/5 ( reviews)

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Book Synopsis The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing by : ZHANG Haibin

Download or read book The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing written by ZHANG Haibin. This book was released on 2018-11-01. Available in PDF, EPUB and Kindle. Book excerpt: This book will address the gaps of current studies: (1) Existing study conclusions around eWOM and consumer behaviors are not perfect. At present, many studies emphasize the positive effect of eWOM on consumer behaviors, but there are still many different views around the influencing mechanism; there is, in particular, a lack of study on the influencing mechanisms in different cultures; partly the result of different product types and customer groups. This study uses personal consumer electronics as its subject: specifically, the tablet computer. In this way, the study will enable comparability in the assessment of eWOM in different countries and the potential differences in the customers in the two countries. In addition, this study also discusses the overall trend of WOM communication among customers and compares its impact on both countries. (2) Insufficient research on the impact of Internet multi-media WOM marketing. This study believes that the content of online reviews is not the only standard that influences customers' choices. The manner and methods of information delivery and presentation also shape customers’ opinions. This study explores the means of giving an opinion about a personal electronic product and their diversity and influence on different customers in a diversified information context. (3) Insufficient research on consumer trust. Albeit key to successful marketing, consumer trust has not been sufficiently studied for its role in online marketing. Consumer trust consists of different dimensions. Some recognition at various sub-levels of a product helps establish a consumer’s trust in the product’s online reputation. This study analyzes the relationship between eWOM marketing and consumer trust at each sub-level. It further explores the two dimensions of trust, namely, competence-based trust and integrity-based trust, and their effects on purchase intention and WOM communication.

Online Consumer Psychology

2005-03-23 Business & Economics
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Release : 2005-03-23
Genre : Business & Economics
Kind : eBook
Book Rating : 105/5 ( reviews)

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Book Synopsis Online Consumer Psychology by : Curtis P. Haugtvedt

Download or read book Online Consumer Psychology written by Curtis P. Haugtvedt. This book was released on 2005-03-23. Available in PDF, EPUB and Kindle. Book excerpt: Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.

Visioning and Engineering the Knowledge Society - A Web Science Perspective

2009-09-29 Computers
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Release : 2009-09-29
Genre : Computers
Kind : eBook
Book Rating : 53X/5 ( reviews)

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Book Synopsis Visioning and Engineering the Knowledge Society - A Web Science Perspective by : Miltiadis D. Lytras

Download or read book Visioning and Engineering the Knowledge Society - A Web Science Perspective written by Miltiadis D. Lytras. This book was released on 2009-09-29. Available in PDF, EPUB and Kindle. Book excerpt: This book, in conjunction with the volume CCIS 49, constitutes the refereed proceedings of the Second World Summit, WSKS 2009, held in Chania, Crete, Greece, in September 2008. The 62 revised full papers presented were carefully reviewed and selected from 256 submissions. The papers are deal with information technologies - knowledge management systems - e-business and business, organizational and inter-organizational information systems for the Knowledge Society, knowledge, learning, education, learning technologies and e-learning for the Knowledge Society, social and humanistic computing for the Knowledge Society – emerging technologies for the society and the humanity, culture and cultural heritage - technology for culture management - management of tourism and entertainment - tourism networks in the Knowledge Society, e-government and e-democracy in the Knowledge Society, innovation, sustainable development and strategic management for the Knowledge Society, service science, management, engineering, and technology, intellectual and human capital development in the Knowledge Society, advanced applications for environmental protection and green economy management, future prospects for the Knowledge Society: from foresight studies to projects and public policies, technologies and business models for the creative industries.

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