Relationships between brand awareness and online word-of-mouth: An example of online gaming community
學年 100
學期 2
出版（發表）日期 2012-04-01
作品名稱 Relationships between brand awareness and online word-of-mouth: An example of online gaming community
作品名稱（其他語言）
著者 Liao, Shu-hsien; Wu, Chih-Chuang; Retno Widowati; Chen, Mei-Ying
單位 淡江大學管理科學學系
出版者 Olney : Inderscience Publishers
著錄名稱、卷期、頁數 International Journal of Web based communiti 8(2), pp.177-195
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.
關鍵字 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.
語言 en_US
ISSN 1477-8394; 1741-8216
期刊性質 國外
收錄於 EI
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 紙本 電子版
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