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Integrated model of online word-of-mouth: Investigating Its antecedents in China

Citation

Yang, L and Richard, JE and Fam, K-S, Integrated model of online word-of-mouth: Investigating Its antecedents in China, 2014 ANZMAC Annual Conference: Agents of Change: Proceedings, 1-3 December 2014, Brisbane, QLD, pp. 1160-1168. ISSN 1447-3275 (2014) [Conference Extract]


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Abstract

The aim of this research is to investigate why information about products, brands or organisations is initiated by customer online from the senderís perspective. This study simultaneously investigated the relationships between consumersí online word-of-mouth (OWOM) and its key post-purchase antecedents in a quantitative manner. Data were collected from 574 respondents in China through an online survey. The findings presented five factors that influence consumersí engagement OWOM communication. Customer perceived social value is highlighted in the paper for its impact on OWOM, and implications of the culture context of the research on OWOM communication are discussed.

Item Details

Item Type:Conference Extract
Keywords:online word-of-mouth, online consumer behaviour, Chinese consumers Track: Digital Marketing and Social Media
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Yang, L (Dr Lin Yang)
ID Code:124097
Year Published:2014
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-03-22
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