English  |  正體中文  |  简体中文  |  Items with full text/Total items : 58649/92364 (63%)
Visitors : 570199      Online Users : 61
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91979

    Title: Relationships between brand awareness and online word-of-mouth: An example of online gaming community
    Authors: Liao, Shu-hsien;Wu, Chih-Chuang;Retno Widowati;Chen, Mei-Ying
    Contributors: 淡江大學管理科學學系
    Keywords: online gaming;brand awareness;customer value;repurchasing intentions;online word-of-mouth;WoM;structural equation modelling;web based communities;virtual communities;online communities;marketing;consumer behaviour.
    Date: 2012-04
    Issue Date: 2013-08-12 13:29:09 (UTC+8)
    Publisher: Olney : Inderscience Publishers
    Abstract: With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Many researchers have widely explored online communities. However, online entertainment community has seldom been addressed; especially in the investigation of online communities marketing factors and consumer behaviour. An issue of particular interest in this study is in determining whether there are some relationships in online game consumer model between marketing factors and behaviour, and if there are relationships, in understanding the reasons for these relationships. Thus, this study explores the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth based on 280 questionnaires from players of World of WarCraft in Taiwan and using structural equation modelling. The results show that brand awareness affects repurchase intention and online word-of-mouth through customer value. In addition, customer value is a completely mediated variable in our model. Finally, this study shows that if online game firms can satisfy the core values of their players, the players will be willing to recommend and share this with others on the net.
    Relation: International Journal of Web based communiti 8(2), pp.177-195
    DOI: 10.1504/IJWBC.2012.046259
    Appears in Collections:[Department of Management Sciences] Journal Article

    Files in This Item:

    File Description SizeFormat
    Relationships between brand awareness and online word-of-mouth - an example of online gaming community.pdf491KbAdobe PDF1029View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback