English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 59168/92571 (64%)
造访人次 : 748092      在线人数 : 44
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=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/987654321/91982


    题名: What can influence the consumers' online word-of-mouth? An online gaming perspective
    作者: Liao, Shu-Hsien;Chung, Yu-Chun;Chang, Wen-Jung
    贡献者: 淡江大學管理科學學系
    关键词: online games;brand image;brand trust;online word-of-mouth;WOM;structural equation modelling;SEM;mediating effect;moderating effect;brands;consumer behaviour;marketing;MMORPG;World of Warcraft;gaming;computer games;internet
    日期: 2013-08-01
    上传时间: 2013-08-12 13:37:19 (UTC+8)
    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). Thus, this study collects 317 players of the online game 'World of Warcraft' to empirically investigate this issue. By manipulating structural equation modelling (SEM), we investigate the relationships among brand image (BI), brand trust (BT), and online word-of-mouth (WOM) to examine the moderating effect of game experiences. This research indicates that BT serves as a partial mediator between brand image and online WOM and specifies the substantial moderating effect of game experiences in BI, BT, and online WOM. Meanwhile, if online game companies can develop a good BI, players will be willing to recommend and share their experiences with others on the internet.
    關聯: International Journal of Services Technology and Management 19(4-6), pp.278-293
    DOI: 10.1504/IJSTM.2013.055624
    显示于类别:[管理科學學系暨研究所] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    What can influence the consumers online word-of-mouth An online gaming perspective.pdf358KbAdobe PDF629检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

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