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

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.

关键词： Word-of-mouth Individual value Chinese university students

作者: WEI Fuxiang YAO Yanan

作者单位: Management School,Tianjin Normal University,Tianjin,300387,China Management School,Tianjin University of Commerce,Tianjin,300134,China

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 128-133

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）