| The Relationships among Brand Image, Brand Trust, and Online Word-of-Mouth: an Example of Online Gaming | |
|---|---|
| 學年 | 98 |
| 學期 | 1 |
| 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 | en |
| 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 | HKG |
| 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 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91998 ) |
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