Analyzing the Effect of Electronic Word-of-Mouth Using Partial Least Squares Method
With the rapid development of information technology, electronic commerce is growing dramatically. Online transactions have been accepted by consumers in a world wide range. Different from traditional shopping situation, consumers can share their product evaluation online by posting consumer reviews on the website. This information presented from the perspective of consumers who have purchased and used the product usually includes their experiences, evaluations, and opinions. It is, in fact, a new type of word-of-mouth communication called electronic word-of-mouth (eWOM). It is an emerging market phenomenon and plays an increasingly important role in consumers purchase decision. This paper studies the effect of eWOM with a proposed structure equation model. The model helps us to understand how the receivers perception on the senders characteristics, the receivers perceived risk and eWOM preference affect the consumers purchase decision. Data are colletced among university students who are the main body of online shoppers. Partial least squares method is adopted to estimate the model. Jackknifing method is used to calculate the standard errors of the parameter estimates.
electronic word-of-mouth structure equation model partial least squares method jackknifing method
Lu Xiaoling Dai Boyan Wu Xizhi
Renmin University of China, Beijing 100872, China
国际会议
The 6th International Conference on Partial Least Squares and Related Methods(第六届偏最小二乘及相关方法国际会议)
北京
英文
311-315
2009-09-04（万方平台首次上网日期，不代表论文的发表时间）