An Empirical Research on OWOM Effect to Purchasing Decisions

摘要：

Web-based technologies have created numerous opportunities for OWOM (online Word-Of-Mouth). With questionnaire and empirical method the paper analyzes OWOM effect to consumer purchasing decisions under E-commerce environment. It shows that web-address reliability, senders’ profession degree, receivers’ profession degree, consumer satisfaction and tie-strength are main factors which influence OWOM effect to consumer purchasing decisions. There are positive relationships between OWOM effect and these factors excluding consumer satisfaction and tie-strength.

关键词： online Word-Of-Mouth (OWOM) web-address reliability profession degree satisfaction tie-strength

作者: Dan Wang Yani Chen Yuanjian Qin

作者单位: School of Management, Wuhan University of Technology, Wuhan, 430070, China

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 899-904

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）