An exploratory study of the motives engaged in the dissemination of social word-of-mouth via mobile device

Pin Luarn, Yu Ping Chiu, Jen Chieh Yang

研究成果: 書貢獻/報告類型會議論文篇章

5 引文 斯高帕斯(Scopus)

摘要

Based on the observed difference in the timing of publishing word-of-mouth, this study attempts to clarify whether there are differences in motivation between word-of-mouth publishes from a computer and from a mobile device. In this study, we use exploratory factor analysis and find the motivation to disseminate word-of-mouth by mobile devices are divided to five dimensions: personal, social, consumption-based, perceptual and monetary conditions. This research further concludes that, social, perceptual and consumption-based conditions are more influential on sWOM dissemination. The findings of this study provide useful implications of the motives to disseminate social word-of-mouth via mobile device and can be further extended to be references and suggestions for the marketing practitioners.

原文英語
主出版物標題Proceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
發行者IEEE Computer Society
頁面1033-1042
頁數10
ISBN(列印)9781479925049
DOIs
出版狀態已發佈 - 2014
對外發佈
事件47th Hawaii International Conference on System Sciences, HICSS 2014 - Waikoloa, HI, 美国
持續時間: 2014 1月 62014 1月 9

出版系列

名字Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN(列印)1530-1605

會議

會議47th Hawaii International Conference on System Sciences, HICSS 2014
國家/地區美国
城市Waikoloa, HI
期間2014/01/062014/01/09

ASJC Scopus subject areas

  • 工程 (全部)

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