Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors

Tai-Yee Wu, Carolyn A. Lin*

*此作品的通信作者

研究成果: Article同行評審

53 引文 斯高帕斯(Scopus)

摘要

This study examined the integrative effects of a brand's online product description, eWOM content, digital retail platforms and innovation adoption factors on a consumer's decision-making process. Results from a between-subject experiment (N = 231) suggest that consumer perceptions of product-description usefulness, technology fluidity, product usefulness, product-use ease, consumer-review trustworthiness, consumer-review usefulness, user ratings of consumer reviews and retail-platform trustworthiness have a direct or indirect effect on their attitude and purchase intention toward the technology product.

原文English
頁(從 - 到)470-480
頁數11
期刊Telematics and Informatics
34
發行號2
DOIs
出版狀態Published - 1 5月 2017

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