What can influence the consumers' online word-of-mouth? An online gaming perspective
學年 101
學期 1
出版（發表）日期 2013-01-01
作品名稱 What can influence the consumers' online word-of-mouth? An online gaming perspective
作品名稱（其他語言）
著者 Liao, S. H.; Chung, Y. C.; Chang, W. J.
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 Services Technology and Management 19(4/5/6), pp.278-293
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.
關鍵字 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
語言 en_US
ISSN 1460-6720
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
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