Moderating Effect of Motivational Orientation on the Relationship Between Involvement and Word-of-mouth Intention: Evidence from the Internet Social Communities

摘要：

With the rapid development of the Internet-based virtual communities, Internet WOM (Word Of Mouth) has played an increasing role in virtual communities, and Internet WOM based on virtual communities have drawn great concerns from theorists and practitioners. By taking the users in the virtual communities as the research object, this study probes into the inherent relationship between involvement and word-ofmouth intention through the experimental research method, and introduces the variable motivational orientation to construct a new model on word-ofmouth intentions on the basis of previous researches, finding that motivational orientation has a moderating role in the relationship between involvement and word-of-mouth intention.

关键词： Word-of-mouth intention Involvement Motivational orientation

作者: LI Zinan

作者单位: School of Business, Renmin University of China, Beijing, P.R.China, 100872

会议类型: 国际会议

会议名称: 2011 Exchange Conference--International Marketing Science and Information Technology(2011国际营销科学与信息技术交流大会)

会议地点: 贵阳

会议语种:英文

页码: 191-195

在线出版日期: 2011-12-17（万方平台首次上网日期，不代表论文的发表时间）