Online Word-of-Mouth: Motives and Channels Based on the Personality Characteristics of Customers

摘要：

Word-of-mouth (WOM) affects both business success and consumer purchase decisions. Along with the development of Internet, the defmition of WOM has some new content, forming the online word-of-mouth, Electronic word-of-mouthorWord-of-Mouse. This Paper studies the combined effects of the customers personality charactcristies, the channel of online WOM and the motives of online WOM. The results illustrate that the motives of online WOM are influence the choice of the channels of online WOM significantly, and the customers personality characteristics are influence the motives and the choice of channels separately.

关键词： Online WOM motives personality characteristics channel

作者: Chunqing Li Jianlan Ding Zhian Zhu

作者单位: School of Economics and Management, Xian technological university, Xian 710032, China

会议类型: 国际会议

会议名称: 第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)

会议地点: 武汉

会议语种:英文

页码: 481-486

在线出版日期: 2009-05-30（万方平台首次上网日期，不代表论文的发表时间）