The Influence of WOM on Consumers Intention of Brand Switching: the Mediate Role of Subjective Norms

摘要：

In recent years, WOM communications have been emphasized and applied by enterprises. In Chinese social culture background, the article found that the expertise and similarity of WOM source, as well as the attributes of WOM including consensus, distinctiveness and consistency have significant positive effect on consumers intention of brand switching directly and indirectly through a mediate variable named subjective norms. Based on results of the study, several managerial advices were proposed.

关键词： Word of mouth communications Brand switching Subjective norm

作者: GUO Guoqing ZHANG Zhongke CHEN Kai WANG Xiaofan

作者单位: Renmin University of China, School of Business, Beijing, 100872 Hebei University of Economics and Business, School of Administration, Shijiazhuang, 050061 Beijing Forestry University, School of Economics and Management, Beijing, 100083 Beijing University of Chinese Medicine, School of Administration, Beijing, 100029

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 48-54

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）