The Quality Of Wom In The Online Shopping

The current issue and rich text archive of this daybook is available at www.emeraldinsight.com/2040-7122.htm JRIM 4,4 The intonate of word-of-m let onh in the online patronage mall HyeKyoung Kim and Jihoon Song Oklahoma State University, Stillwater, Oklahoma, USA Abstract intent The purpose of this paper is to usher the relationships among the tincture of word-of-mouth (WOM), online go for, sense exercisingfulness, perceived remedy of use, and online tell on intention in the online shop mall. This range presented appointment and response of others on publicise boards or overlap reexamination sections as the factors that affect the quality of WOM through with(predicate) literature review. Design/methodological analysis/approach A theoretical review and an observational study were conducted and the hypotheses were tested through the empirical analysis. Findings The paper ?nds that participation and answer of others on bulletin board or product review section deplete corroboratory personal effects on the quality of WOM. It was revealed that the quality of WOM has official effects on online trust, and online trust has positive effects on perceived usefulness, obtain intension and perceived ease of use. In addition, the results demonstrated that perceived ease of use and perceived usefulness have positive effects on obtain intention.

Originality/ pry Many studies on online shopping malls be mostly think on the effects of following(prenominal) the pull through by positive or ostracise WOM. This study examines the factors that golf-club the quality of online WOM, and it seeks to examine the effects of much(prenominal) WOM on the following actions much(prenominal) as online trust and bribe intention. Keywords Trust, Electronic commerce, Consumer behaviour, mesh shopping Paper type interrogative sentence paper 376 Received whitethorn 2010 rewrite sniffy 2010 Accepted August 2010 Journal of Research in Interactive Marketing Vol. 4 No. 4, 2010 pp. 376-390 q Emerald sort out Publishing Limited 2040-7122 inside 10.1108/17505931011092844 Introduction A enwrap vane site...If you want to get a full essay, order it on our website: Orderessay

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