English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 51296/86402 (59%)
造訪人次 : 8167561      線上人數 : 119
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91979


    題名: Relationships between brand awareness and online word-of-mouth: An example of online gaming community
    作者: Liao, Shu-hsien;Wu, Chih-Chuang;Retno Widowati;Chen, Mei-Ying
    貢獻者: 淡江大學管理科學學系
    關鍵詞: 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.
    日期: 2012-04
    上傳時間: 2013-08-12 13:29:09 (UTC+8)
    出版者: Olney : Inderscience Publishers
    摘要: 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.
    關聯: International Journal of Web based communiti 8(2), pp.177-195
    DOI: 10.1504/IJWBC.2012.046259
    顯示於類別:[管理科學學系暨研究所] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML99檢視/開啟
    index.html0KbHTML133檢視/開啟
    Relationships between brand awareness and online word-of-mouth - an example of online gaming community.pdf491KbAdobe PDF837檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

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