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:What can influence the consumers' online word-of-mouth? An online gaming perspective
學年101
學期1
出版(發表)日期2013/01/01
作品名稱What can influence the consumers' online word-of-mouth? An online gaming perspective
作品名稱(其他語言)
著者Liao, S. H.; Chung, Y. C.; Chang, W. J.
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 Services Technology and Management 19(4/5/6), pp.278-293
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). Thus, this study collects 317 players of the online game 'World of Warcraft' to empirically investigate this issue. By manipulating structural equation modelling (SEM), we investigate the relationships among brand image (BI), brand trust (BT), and online word-of-mouth (WOM) to examine the moderating effect of game experiences. This research indicates that BT serves as a partial mediator between brand image and online WOM and specifies the substantial moderating effect of game experiences in BI, BT, and online WOM. Meanwhile, if online game companies can develop a good BI, players will be willing to recommend and share their experiences with others on the internet.
關鍵字online games; brand image; brand trust; online word-of-mouth; WOM; structural equation modelling; SEM; mediating effect; moderating effect; brands; consumer behaviour; marketing; MMORPG; World of Warcraft; gaming; computer games; internet
語言英文(美國)
ISSN1460-6720
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
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