The Impacts of Virtual Community’s Online Word-of-Mouth on Consumer’s Intention

Yi-ling Zhang ()
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Yi-ling Zhang: Jiaxing University

Chapter Chapter 126 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1195-1200 from Springer

Abstract: Abstract Based on relative studies of home and abroad, this essay made brand trust as mediator variable and established a model that online WOM have influence on buying intention, which is proved by the questionnaires of network consumers. The study has found out that the online WOM influences its receiver’s brand trust and consumer’s willingness of buying positively. It provides suggestions for websites on how to use WOM to make an effective marketing strategy.

Keywords: Virtual community; Online WOM; Purchase intention; Brand trust (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38427-1_126

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DOI: 10.1007/978-3-642-38427-1_126

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