A Comparative Study of Motives of EWOM Between Chinese and German Consumers

摘要：

Based on in-depth interviews and questionnaire survey, we identify nine motives of electronic word-of-mouth (eWOM) communication of Chinese consumers. Comparing with the findings of Hennig-Thurau (2004)’ study of German consumers, Chinese consumers share most of the motives with their German counterparts, while a significant difference exists between the two. German consumers tend to be more altruistic than Chinese consumers.

关键词： eWOM motives comparative study Chinese consumer German consumer

作者: Jun Yan Qiuling She Yang Liu

作者单位: College of Management, HuazhongUniversity of Science and Technology, Wuhan ，400074, 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: 536-540

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）