A Study on the Impact of Ezternal Incentives on P-EWOM

摘要：

Electronic Word-of-Mouth (EWOM) is defined as the interactive communication on products, service and companies between information receivers and senders in this research. The purpose of this research is to point out, for both marketers and academics, how to make use of the rich resource. Positive EWOM intention is the main focus of the study. Incentives are divided into four groups: economic, return, social and self-enhancement incentives. This paper analyses customers response to each incentive when facing with different tie strength.

关键词： Incentive Type Tie Strength Participation Level Positive Electronic Word-of-Mouth

作者: GUO Guoqing WANG Xiaofan ZENG Yan

作者单位: School of Business, Renmin University of China, 100872 Management School of Beijing University of Chinese Medicine, China, 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: 40-47

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）