淡江大學機構典藏:Item 987654321/91982
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 62805/95882 (66%)
Visitors : 3986666      Online Users : 447
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
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/91982


    Title: What can influence the consumers' online word-of-mouth? An online gaming perspective
    Authors: Liao, Shu-Hsien;Chung, Yu-Chun;Chang, Wen-Jung
    Contributors: 淡江大學管理科學學系
    Keywords: 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
    Date: 2014-04-30
    Issue Date: 2013-08-12 13:37:19 (UTC+8)
    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). 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.
    Relation: International Journal of Services Technology and Management 19(4-6), p.278-293
    DOI: 10.1504/IJSTM.2013.055624
    Appears in Collections:[Department of Management Sciences] Journal Article

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML18View/Open
    What can influence the consumers online word-of-mouth An online gaming perspective.pdf358KbAdobe PDF744View/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