Wplyw e-WOM na intencje zakupowe

Name: Wplyw e-WOM na intencje zakupowe
Brand: Wydawnictwo Nasza Wiedza
SKU: 9786209722233
Price: 7012.0 INR
Availability: InStock

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ISBN13: 9786209722233
Binding: Paperback
Subject: N/A
Publisher: Wydawnictwo Nasza Wiedza
Publisher Imprint: Wydawnictwo Nasza Wiedza
Publication Date: March 26, 2026
Pages: 116
Original Price: USD 78.0
Language: Polish
Edition: N/A
Item Weight: 164 grams
BISAC Subject(s): Marketing / General

About The Book

Naukowcy na calym świecie intensywnie badali elektroniczną pocztę pantoflową (e-WOM) w ciągu ostatniej dekady. Jednak pomimo rozleglej wiedzy na temat wplywu e-WOM na zachowania konsument�w, wciąż brakuje zrozumienia, w jaki spos�b źr�dlo e-WOM ksztaltuje te zachowania. Istnieje wiele źr�del e-WOM, kt�rych wplyw może przynosic r�żne skutki w odniesieniu do intencji zakupowych konsument�w. Co więcej, większośc badań mierzyla silę więzi spolecznych (silne/slabe) jako jedną zmienną. e-WOM slabych więzi (W-tie) i e-WOM silnych więzi (S-tie) są zawsze badane w kontrze do siebie. Przeciwstawny charakter tych dw�ch konstrukt�w byl brany pod uwagę w niemal wszystkich badaniach; mogą one jednak wsp�lpracowac poprzez r�żne mechanizmy. W niniejszym badaniu podzielono więzi spoleczne na dwa oddzielne konstrukty: W-tie i S-tie, dodając jednocześnie kolejne źr�dlo e-WOM (e-WOM celebryt�w), oraz zbadano, jak W-tie moderowalo wplyw S-tie i e-WOM celebryt�w na intencję zakupu, a także efekt mediacji postrzeganej wartości, postrzeganej przyjemności i reakcji afektywnej na intencję zakupu. Lącznie przeanalizowano 983 ważne odpowiedzi przy użyciu program�w SPSS i AMOS.

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