How Will Electronic Word of Mouth Affect Consumer Purchase Intention?

Electronic word-of-mouth passing on the Internet gradually becomes a major channel of information exchange among consumers. This study used a questionnaire survey to verify the hypothesis. A 2 (the level of language abstraction: abstract level or concrete level) × 2 (product attitude: positive or ne...

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Veröffentlicht in:	International journal of innovation in the digital economy 2022-03, Vol.13 (1), p.1-16
Hauptverfasser:	Chen, Yi-Fen, Wei, Cheng-Ho, Hsieh, Jui-Feng, Hsieh, Chang-Lung
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Consumer behavior Design of experiments Experimental design Experimental methods Marketing research Questionnaires Variance analysis
Online-Zugang:	Volltext
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