DocumentCode
2395879
Title
Study on the Effects of the Negative WOM on Brand Switching in the Net Environment
Author
Xiaoping, Lv ; Pinghua, Fei
Author_Institution
Zhejiang Gongshang Univ., Hangzhou, China
fYear
2010
fDate
7-9 May 2010
Firstpage
4632
Lastpage
4636
Abstract
The purpose of this paper is to research the influences of the negative WOM on the consumer brand switching behavior from the strength of negative WOM, the disseminator´s expertise and the strength of relationship, with the mobile phone as the study object and make a comparative analysis between the traditional WOM and the online WOM through empirical research.
Keywords
Internet; consumer behaviour; marketing; mobile handsets; Internet; Net environment; consumer brand switching behavior; mobile phone; negative WOM effect; online word-of-mouth; word of mouth marketing; Internet; Mathematical model; Mobile handsets; Mouth; Regression analysis; Reliability; Switches; Brand Switching; Negative WOM; Online WOM Communication;
fLanguage
English
Publisher
ieee
Conference_Titel
E-Business and E-Government (ICEE), 2010 International Conference on
Conference_Location
Guangzhou
Print_ISBN
978-0-7695-3997-3
Type
conf
DOI
10.1109/ICEE.2010.1162
Filename
5590605
Link To Document