资源描述：
《THE ROLE OF VIRTUAL COMMUNITY IN DISSEMINATING》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、THEROLEOFVIRTUALCOMMUNITYINDISSEMINATINGELECTRONICWORDOFMOUTHJen-HungHuang,Teng-TaiHsiaoDeaprtmentofManagementSceience,NationalChiaoTungUniversity,Hsinchu,Taiwan.jhh@ms1.hinet.net,hasio.ms92g@nctu.edu.twShu-TingChuangDeaprtmentofBusinessAdministration,OverseasChineseInstitu
2、teofTechnology,Taichung,Taiwan.kathy@ocit.edu.twKeywords:Electronicwordofmouths;senseofvirtualcommunity;onlinegamecommunity.Abstract:Thedisseminationofelectronicwordofmouth(eWOM)isessentialtothesuccessofproductsandservicesmarketing.Whilerecommendationsareeasilycreatedanddif
3、fusedintheonlinecommunity,theroleoftheonlinecommunityonthedecisiontosubmitoractoneWOMhasnotbeenaddressedintheresearch.ThisstudyaimstoexaminewhethertheintentiontoprovideeWOMwillbeenhancedwhenpeoplehaveagoodrelationshipwiththeonlinecommunitywhereeWOMispublished.Thisstudyuseda
4、questionnairewithadesignedscenariotocollect401samplesandusedaninteractivestructuralequationmodellingtechniquetoexaminethemoderatingroleoftheonlinecommunity.ResultsindicatethattheperceivedinfluenceofeWOMpositivelyaffectsintentiontodisseminateWOMandthatthisrelationshipisinten
5、selymoderatedbytherespondents’senseofthevirtualcommunity.Thatis,apersonwhothinkseWOMiseffectivewillbemorelikelytoofferWOMwhenhe/sheperceivegoodrelationshipwiththesourceofeWOM.Thesefindingssuggestthatmarketersshoulddevelopagoodrelationshipwithonlinecommunitiesandtheirmembers
6、toraisetheeffectivenessofWOMmarketing.1INTRODUCTIONBansal&Voyer,2000).However,itisdifficulttoapplytheseconstructsinanonlinesettingbecauseofthevolatileandanonymousnatureofonlineElectronicwordofmouth(eWOM)playsanidentities(Dellarocas,2003).Intheonlineworld,theimportantroleint
7、hesuccessofproductsandindividualisreplacedbywebsitesinthecontextofservicesmarketing.TheInternetprovidespeopleaassessingthevalueofinformation(Brown,placetopublishtheirevaluationsofandexperiencesBroderick,andLee,2007).Thus,thequalityofthewithproductsandservices,andthesemessag
8、eswillrelationshipbetweenusersandanonlinecommunitybesoughtoutandreadbyotherstrying
