Facts or Opinions: Which Make a Difference? Word-of-Mouth and Attitude Change in a High-Involvement Service Context

Services Marketing Quarterly(2018)

引用 1|浏览5
暂无评分
摘要
AbstractThis research explores how word-of-mouth (WOM) changes consumers’ attitudes and choice behavior in a high-involvement service (higher education) context. Hypotheses are tested by means of structural equation modeling. The main results indicate that different forms (normative and informational) of WOM affect two components of attitude change (credence and search). The findings highlight the central role of normative WOM, and give novel insights into the role of informational WOM. The study contributes to the research on behavioral processes of WOM, with managerial implications in the area of services marketing.
更多
查看译文
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要