The Study on the Impact of Negative Internet Word-of-mouth on ConsumersWillingness to Use Online Banking

摘要：

　　This paper studies the the impact of negative Internet word-of-mouth on consumerswillingness to use online banking.Factors which affect consumerswillingness to use online banking are found.They are WOM visual clues,quantity of WOM,professional characteristics of communicator,relationship strength of WOM communicator,brand impression,product involvement.This impact is adjusted by perceived risk and trust.

关键词： negative Internet word-of-mouth(IWOM) willingness to use online banking

作者: DAI Zhuo

作者单位: School of Business,Jiujiang University,Jiujiang city,China,332005

会议类型: 国际会议

会议名称: the 5th (2013)International Conference on Financial Risk and Corporate Finance Management(第五届(2013)金融风险与公司金融国际研讨会)

会议地点: 大连

会议语种:英文

页码: 794-799

在线出版日期: 2013-06-29（万方平台首次上网日期，不代表论文的发表时间）