The Influence of WOM on Consumers' Intention of Brand Switching: the Mediate Role of Subjective Norms

被引：0
|
作者：
Guo Guoqing [1 ]
Zhang Zhongke [2 ]
Chen Kai [3 ]
Wang Xiaofan [4 ]
机构：
[1] Renmin Univ China, Sch Business, Beijing 100872, Peoples R China
[2] Hebei Univ Econ & Business, Sch Adm, Shijiazhuang 050061, Hebei, Peoples R China
[3] Beijing Forestry Univ, Sch Econ & Management, Beijing 100083, Peoples R China
[4] Beijing Univ Chinese Med, Sch Adm, Beijing 100029, Peoples R China
来源：
MARKETING SCIENCE INNOVATIONS AND ECONOMIC DEVELOPMENT | 2009年
关键词：
Word of mouth communications; Brand switching; Subjective norm; PLANNED BEHAVIOR; SEARCH;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In recent years, WOM communications have been emphasized and applied by enterprises. In Chinese social culture background, the article found that the expertise and similarity of WOM source, as well as the attributes of WOM including consensus, distinctiveness and consistency have significant positive effect on consumers' intention of brand switching directly and indirectly through a mediate variable named subjective norms. Based on results of the study, several managerial advices were proposed.
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收藏
页码：48 / +
页数：3
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