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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91998


    Title: The Relationships among Brand Image, Brand Trust, and Online Word-of-Mouth: an Example of Online Gaming
    Authors: Liao, S. H.;Chung, Y. C.;Widowati, R.
    Contributors: 淡江大學管理科學學系
    Keywords: Brand image;brand trust;moderating effect;online word-ofmouth;structural equation modeling
    Date: 2009-12
    Issue Date: 2013-08-12 14:59:17 (UTC+8)
    Abstract: This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game ¿World of Warcraft¿ to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.
    Relation: Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on, pp.2207-2211
    DOI: 10.1109/IEEM.2009.5373094
    Appears in Collections:[管理科學學系暨研究所] 會議論文

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