What can influence the consumers' online word-of-mouth? : an online gaming perspective
Shu-Hsien Liao and Yu-Chun Chung; Wen-Jung Chang
| Year of publication: |
2013
|
|---|---|
| Authors: | Liao, Shu-hsien ; Chung, Yu-chun ; Chang, Wen-jung |
| Published in: |
International journal of services technology and management. - Wolvertin Mill : Interscience Enterprises, ISSN 1460-6720, ZDB-ID 2072619-3. - Vol. 19.2013, 4/5/6, p. 278-293
|
| Subject: | online games | brand image | brand trust | online word-of-mouth | WOM | structural equation modelling | SEM | mediating effect | moderating effect | brands | consumer behaviour | marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Virales Marketing | Viral marketing | Computerspiel | Video game | Online-Marketing | Internet marketing | Vertrauen | Confidence | Strukturgleichungsmodell | Structural equation model | Online-Handel | Online retailing | Social Web | Social web |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009791681