Table of Contents
- Chapter 1: Introduction
- Chapter 2: Word-of-Mouth
- Chapter 3: Determinants of eWOM
- Chapter 4: Methodology
- Chapter 5: Results
- Chapter 6: Conclusion
- References
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Table of Contents
- Chapter 1: Introduction
- 1.1 Objective
- 1.2 Problem Statement
- 1.3 Scientific Relevance
- 1.4 Managerial Relevance
- 1.5 Thesis
- Chapter 2: Word-of-Mouth
- 2.1 Theoretical Background
- 2.2 Pre-Purchase Information
- 2.3 Communication Channels
- 2.4 Word of Mouth
- 2.4.1 Electronic WOM
- 2.5 Motives
- 2.5.1 Focus-Related Utility
- 2.5.2 Consumption Utility
- 2.5.3 Approval Utility
- Chapter 3: Determinants of eWOM
- 3.1 Information Sources
- 3.2 Effects of Information Sources on Receiver's Purchase Intentions
- 3.4 Information Processing
- 3.4.1 Motivation to Process Information
- 3.4.2 Opportunity to Process Information
- 3.4.2 Ability to Process Information
- 3.5 Research Model
- Chapter 4: Methodology
- 4.1 Research model
- 4.2 Questionnaire Development
- 4.3 Operationalization
- 4.3.1 eWOM
- 4.3.2 Information Sources
- 4.3.3 Motivation
- 4.3.4 Opportunity
- 4.3.5 Ability
- 4.3.6 Receiver's Purchase Intentions
- 4.4 Data Collection
- Chapter 5: Results
- 5.1 Validity
- 5.2 Reliability
- 5.3 Regression Analysis
- 5.3.1 Equation 1
- 5.3.2 Equation 2
- Chapter 6: Conclusion
- 6.1 Discussion Results
- 6.1.1 The higher the level of the receiver’s motivation to process information, the higher the level of information exchange (h3)
- 6.1.2 The higher the level of the receiver’s opportunity to process information, the higher the level of information exchange (h4)
- 6.1.3 The higher the level of the receiver’s ability to process information, the higher the level of information exchange (h5)
- 6.1.4 eWOM positively impacts the receiver’s purchase intentions (h2)
- 6.1.5 Information Sources postively influence eWOM's influence on the receiver's purchase intention (h1)
- 6.2 Conclusion
- 6.3 Managerial Implications
- 6.4 Theoretical Implications
- 6.5 Research Limitations
- 6.6 Future Research
- References


