Measuring electronic word-of-mouth effectiveness : developing and applying the eWOM trust scale
著者
書誌事項
Measuring electronic word-of-mouth effectiveness : developing and applying the eWOM trust scale
（Research）
Springer Gabler, c2017
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注記
Includes bibliographical references (p. 325-373)
内容説明・目次
内容説明
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
目次
Interdisciplinary Literature Review on Trust.- Conceptualizing and Identifying the Role of eWOM Trust.- Developing the eWOM Trust Scale by Testing its Dimensionality, Reliability, Validity and Generalizability.- Applying the eWOM Trust Scale for Segmenting Online Information Recipients.
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