【衡量消费者的信任】Measuring Electronic Word-of-Mouth Effectiveness (2016)

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Measuring Electronic Word-of-Mouth Effectiveness
Developing and Applying the eWOM Trust Scale

Authors: Wolfgang Weitzl



Publication in the field of economic science

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.

Table of contents

Front Matter

Introduction to the Research
Pages 1-17

Review of Literature and Theoretical Background
Pages 19-94

Conceptualization of the Construct, Research Questions and Hypotheses
Pages 95-162

Research Methods
Pages 163-207

Research Results
Pages 209-298

Discussion, Implications and Future Research
Pages 299-323

Back Matter
Pages 325-375

Measuring Electronic Word-of-Mouth Effectiveness_Developing and Applying the eWO.pdf (3.17 MB, 需要: 20 个论坛币)

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关键词：electronic ectiveness Effective Measuring Electron standards research economic however process