The Processes of Online Word-of-Mouth on the Purchase Decision

摘要：

With the rapid development of Internet, the online WOM become an important way for corporation to affect consumers purchase decision. This paper selects some consumers who have network shopping experience as research objects, builds a theory model between the influence of WOM on the consumers purchase decision, social responsibility, perceived risk, involvement, actively seeking WOM, and uses structural equation model to carry out empirical study of Word-of-Mouth processes within an online purchase decision. The results show that actively seeking WOM has a direct and positive effect on the influence of WOM on the consumers purchase decision.

作者: Sha Zhenquan Xie Xueyin

作者单位: School of Business Administration,South China University of Technology,Guangzhou,China,530640

会议类型: 国际会议

会议名称: The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)

会议地点: 武汉

会议语种:英文

页码: 2033-2036

在线出版日期: 2010-12-04（万方平台首次上网日期，不代表论文的发表时间）