Needs of ewom information and attitude toward ewominformation in the relationship between website usability andinformation quality and brand affection and brand trust
Başlık çevirisi mevcut değil.
- Tez No: 724865
- Danışmanlar: DR. ASHAYE
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2016
- Dil: İngilizce
- Üniversite: Brunel University London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 85
Özet
Özet yok.
Özet (Çeviri)
WOM has been available since the beginning of trade as people have always offered advice to others to reduce risk. Consumers can give advice to other people as a result of their experiences or they can get advice from others before they decide to buy or use something. WOM exists in every facet of our lives; we share our thoughts, interests, and knowledge with others. After Web 2.0 entered our lives, our traditional information searching techniques changed. Books, encyclopaedias and all kinds of paper based materials adapted to the electronic environment. These changes also changed our advice seeking habits and traditional WOM adapted itself to the electronic environment, becoming eWOM. The main purpose of this study is to investigate“needs of eWOM information and attitude toward eWOM information in the relationship between website usability and information quality and brand affection and brand trust”. This study conducted Stimulus Organism and Response theory as conceptual model. This model was proved via structural equation modelling relied on 315 students in the UK. The results of the study showed that website usability and information positively related to needs of eWOM information and attitude toward eWOM information. In addition, consumers` attitude toward eWOM information positively effect on brand affection and brand trust. Key-Words: Website usability and information quality, brand affection, brand trust, eWOM
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