The Empirical Research about the Effects of Consumption Experience on Word-of-Mouth Intention

Bao-ku Li and Jin-zhi Jiang ()
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Bao-ku Li: Liaoning Technical University
Jin-zhi Jiang: Liaoning Technical University

Chapter Chapter 128 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1217-1225 from Springer

Abstract: Abstract Which factors influence Word-of-Mouth (WOM) Intention? How do they influence WOM Intention? These are a focus of the researches about WOM intention. This paper utilizes the demonstration methods of factor analysis, multivariate linear regression to analyze the satisfaction data by investigating some students whose have computer. Through empirical analysis, we get the dimensions of Consumption Experience. All four dimension of the Consumption Experience have positive on WOM Intention. Furthermore, the degree to which different consumption experience influences customer satisfaction varies. This study has some practical significance on the rich WOM marketing theory and to help enterprises better implement of WOM marketing strategy.

Keywords: WOM; Consumption experience; WOM intention; WOM marketing (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38442-4_128

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DOI: 10.1007/978-3-642-38442-4_128

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