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Research on the Re-Word-of-Mouth Triggers and Its Motives

Author: LiuZuo
Tutor: DongDaHai
School: Dalian University of Technology
Course: Business management
Keywords: Network Marketing Identity strengthen Self-identified Obligations perception Rat monument again
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 74
Quote: 0
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Abstract


With the further development of the Internet and online consumer market competition increasingly intensified, more and more online businesses started to pay attention to the use of various types of online communities rat monument marketing. However, both the field of theoretical studies of the mouse monument or online business marketing practice again and again proved that to blindly marketing of various types of rat monument to stimulate the the consumers issued rat monument in the networking community, for the corporate rat monument marketing do little to help a great cost. Thus, the conversion idea, exploration again another the corporate rat monument marketing practice more meaningful rat monument behavior, in order to use this the starting rat monument attitude over the past more vivid, clearer perspective, more detailed content again mouse The monument Enhanced other consumers' online purchase intention. In this study, the research object positioning rat monument already have the first mouse monument behavior in online communities starting, feedback from other consumers research online community for the previous rat monument starting again issued the effects of the behavior of the mouse monument as well as the driving force of the motivating factors in this role, two of the most critical issues of the answer again mouse monument research topics: What factors stimulated again rat monument behavior in online communities? various motivational factors including what role ? Ultimately, the research conclusions: mouse the monument feedback will stimulate rat monument starting again mouse monument behavior, this again mouse monument behavior is based on the identity of the rat monument starting to strengthen self-identified and obligations of the perception of some ulterior motives 's. Moreover, activation of rat monument again feedback on the starting behavior of mice monument first rat monument positive and negative first mouse monument under the two scenarios exist. After a review of the literature and focus group interviews, the study followed the the traditional SERVQUAL scale development in the process to develop the research needed again rat monument motivation measurement scale and pre-test to verify the reliability of the scale and validity. In addition, three quasi-experimental design, this study examined three propositions in the model building and ten assumptions. In addition to the two assumptions in the empirical study confirmed the remaining eight assumption and three propositions have received a certain amount of data support. For not test two hypotheses, after the analysis of the research shows that the unmotivated and other factors have led to, the So This study proposes a new concern for online businesses rat monument marketing - efforts to help online consumers clear mouse monument motivation, to effectively inspire and control its rat monument behavior again.

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