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    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


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