教師資料查詢 | 類別: 期刊論文 | 教師: 廖述賢 LIAO SHU-HSIEN (瀏覽個人網頁)

標題:Relationships between brand awareness and online word-of-mouth: An example of online gaming community
學年100
學期2
出版(發表)日期2012/04/01
作品名稱Relationships between brand awareness and online word-of-mouth: An example of online gaming community
作品名稱(其他語言)
著者Liao, Shu-hsien; Wu, Chih-Chuang; Retno Widowati; Chen, Mei-Ying
單位淡江大學管理科學學系
出版者Olney : Inderscience Publishers
著錄名稱、卷期、頁數International Journal of Web based communiti 8(2), pp.177-195
摘要With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Many researchers have widely explored online communities. However, online entertainment community has seldom been addressed; especially in the investigation of online communities marketing factors and consumer behaviour. An issue of particular interest in this study is in determining whether there are some relationships in online game consumer model between marketing factors and behaviour, and if there are relationships, in understanding the reasons for these relationships. Thus, this study explores the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth based on 280 questionnaires from players of World of WarCraft in Taiwan and using structural equation modelling. The results show that brand awareness affects repurchase intention and online word-of-mouth through customer value. In addition, customer value is a completely mediated variable in our model. Finally, this study shows that if online game firms can satisfy the core values of their players, the players will be willing to recommend and share this with others on the net.
關鍵字online gaming; brand awareness; customer value; repurchasing intentions; online word-of-mouth; WoM; structural equation modelling; web based communities; virtual communities; online communities; marketing; consumer behaviour.
語言英文(美國)
ISSN1477-8394; 1741-8216
期刊性質國外
收錄於EI
產學合作
通訊作者
審稿制度
國別英國
公開徵稿
出版型式紙本;電子版
相關連結
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