The Influence of WOM Information Characters Based on the Mediate Role of Attitude Toward the Behavior

摘要：

Today, the firms have paid more intentions on WOM. The author finds by experimental study that the characters of WOM information such as consensus, distinctiveness and consistency all have significant positive influence on consumers brand switching intention and the attitude toward brand switching. The attitude toward brand switching has mediated role when the WOM influences consumers brand switching intention. In the end, we discuss the managerial implication of these results.

关键词： Word of mouth Attitude toward the behavior Brand switching intention

作者: ZHANG Zhongke

作者单位: School of Management, Hebei University of Economics and Business, Shijiazhuang, P.R.China, 050061

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: 35-39

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）