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  • 156pp. Published November 2018
  • Scientific Research Publishing,Inc.,USA
  • Category: Business & Economics
  • ISBN: 978-1-61896-571-4
  • (Paperback) USD 69.00
  • ISBN: 978-1-61896-572-1
  • (E-Book) USD 19.00

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The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing
  • Description
  • E-Book
  • Author(s) Information
This book will address the gaps of current studies:
(1) Existing study conclusions around eWOM and consumer behaviors are not perfect. At present, many studies emphasize the positive effect of eWOM on consumer behaviors, but there are still many different views around the influencing mechanism; there is, in particular, a lack of study on the influencing mechanisms in different cultures; partly the result of different product types and customer groups. This study uses personal consumer electronics as its subject: specifically, the tablet computer. In this way, the study will enable comparability in the assessment of eWOM in different countries and the potential differences in the customers in the two countries. In addition, this study also discusses the overall trend of WOM communication among customers and compares its impact on both countries.
(2) Insufficient research on the impact of Internet multi-media WOM  marketing. This study believes that the content of online reviews is not the only standard that influences customers' choices. The manner and methods of information delivery and presentation also shape customers’ opinions. This study explores the means of giving an opinion about a personal electronic product and their diversity and influence on different customers in a diversified information context.
(3) Insufficient research on consumer trust. Albeit key to successful marketing, consumer trust has not been sufficiently studied for its role in online marketing. Consumer trust consists of different dimensions. Some recognition at various sub-levels of a product helps establish a consumer’s trust in the product’s online reputation. This study analyzes the relationship between eWOM marketing and consumer trust at each sub-level. It further explores the two dimensions of trust, namely, competence-based trust and integrity-based trust, and their effects on purchase intention and WOM communication.
Components of the Book:
  • Front Matter
    • Head Page
    • Copyright
  • Acknowledgements
  • Contents
  • Chapter 1. Introduction
    • 1. Background
    • 2. Research Gaps and Significance of Research
    • 3. Study Objective and Originality
    • 4. Research Methods and Technical Approach
    • 5. Chapter Structure
  • Chapter 2. Literature Review
    • 1. Definitions of Word-of-Mouth and Internet Word-of-Mouth
    • 2. History of WOM Research
    • 3. Theoretical Basis for WOM Research
    • 4. Research about Impacts of Online Word-of-Mouth on Consumer Purchasing Behaviors
    • 5. Summary of Literature Review
  • Chapter 3. Hypothesis
    • 1. Analysis of Factors Affecting Word-of-Mouth Acceptance of Consumers
    • 2. Disposition to Trust
    • 3. Involvement Research
    • 4. Quantity of Positive Word of Mouth
    • 5. Multimedia Expressing
    • 6. Trust
    • 7. Usefulness
    • 8. Relations among Trust, Usefulness and Purchase Intention
    • 9. Culture Differences
    • 10. Summary of Hypothesis
  • Chapter 4. Methodology
    • 1. The Selection of Research Methodology, Product, and Platform
    • 2. Questionnaire Design
    • 3. Questionnaire Development
    • 4. Collection Data
    • 5. Data Analysis Method
  • Chapter 5. Data Analysis
    • 1. Descriptive Statistics
    • 2. Reliability and Validity Test
    • 3. Results of Hypothesis Test
  • Chapter 6. Results and Discussion
    • 1. Significant and Partial Significant Discussion
    • 2. Discussion on Coefficients
    • 3. Other Discussion: Combination of Two Dimensions of Trust and Purchase Intention
  • Chapter 7. Conclusion
    • 1. Summary of Findings and Contribution
    • 2. Implications
    • 3. Limitations
  • References
  • Appendix A. Questionnaire and Questions’ References
Readership: Marketing & Management researcher.
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