Der Effekt von e-WOM auf die Kaufabsicht

Name: Der Effekt von e-WOM auf die Kaufabsicht
Brand: Verlag Unser Wissen
SKU: 9786209721762
Price: 7015.0 INR
Availability: InStock

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ISBN13: 9786209721762
Binding: Paperback
Subject: N/A
Publisher: Verlag Unser Wissen
Publisher Imprint: Verlag Unser Wissen
Publication Date: March 26, 2026
Pages: 120
Original Price: USD 78.0
Language: German
Edition: N/A
Item Weight: 173 grams
BISAC Subject(s): Marketing / General

About The Book

Wissenschaftler auf der ganzen Welt haben elektronische Mundpropaganda (e-WOM) im letzten Jahrzehnt intensiv untersucht. Doch trotz des umfangreichen Wissens �ber die Auswirkungen von e-WOM auf das Konsumentenverhalten mangelt es noch immer an Verst�ndnis daf�r, wie die e-WOM-Quelle dieses Verhalten pr�gt. Es gibt viele Quellen f�r e-WOM, deren Einfluss unterschiedliche Ergebnisse in Bezug auf die Kaufabsichten der Konsumenten haben kann. Zudem haben die meisten Studien die St�rke sozialer Bindungen (stark/schwach) als eine einzige Variable gemessen. e-WOM �ber schwache Bindungen (W-tie) und e-WOM �ber starke Bindungen (S-tie) werden fast immer im Gegensatz zueinander untersucht. Die kontrastierenden Merkmale dieser beiden Konstrukte wurden in fast allen Studien ber�cksichtigt; sie k�nnten jedoch �ber unterschiedliche Mechanismen zusammenwirken. Diese Studie unterteilte soziale Bindungen in zwei getrennte Konstrukte, W-tie und S-tie, f�gte eine weitere Quelle f�r e-WOM (Prominenten-e-WOM) hinzu und untersuchte, wie W-tie die Wirkung von S-tie und Prominenten-e-WOM auf die Kaufabsicht moderierte, sowie den Mediationseffekt von wahrgenommenem Wert, wahrgenommener Freude und affektiver Reaktion auf die Kaufabsicht. Insgesamt wurden 983 g�ltige Antworten mit SPSS und AMOS analysiert.

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