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標題:The Relationships among Brand Image, Brand Trust, and Online Word-of-Mouth: an Example of Online Gaming
學年
學期
發表日期2009/12/08
作品名稱The Relationships among Brand Image, Brand Trust, and Online Word-of-Mouth: an Example of Online Gaming
作品名稱(其他語言)
著者Liao, S. H. ; Chung, Y. C.; Widowati, R.
作品所屬單位淡江大學管理科學學系
出版者
會議名稱Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on
會議地點Hong Kong
摘要This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game ¿World of Warcraft¿ to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.
關鍵字Brand image;brand trust;moderating effect;online word-ofmouth;structural equation modeling
語言英文
收錄於
會議性質國際
校內研討會地點
研討會時間20091208~20091211
通訊作者
國別香港
公開徵稿Y
出版型式
出處Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on, pp.2207-2211
相關連結
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