Examining Moderating Influence between Satisfied Consumers and WOM/Reuse Behavior: The Context of Online Games
碩士 === 元智大學 === 國際企業學程 === 99 === Empirical studies consistently identify consumer satisfaction as a key antecedent to word-of-mouth (WOM) and reuse behavior. Business also has been focused on consumer satisfaction as a way to improve consumer loyalty. However, current knowledge fails to explain ful...
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| Format: | Others |
| Language: | en_US |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/18109975841090905656 |
| Summary: | 碩士 === 元智大學 === 國際企業學程 === 99 === Empirical studies consistently identify consumer satisfaction as a key antecedent to word-of-mouth (WOM) and reuse behavior. Business also has been focused on consumer satisfaction as a way to improve consumer loyalty. However, current knowledge fails to explain fully the prevalence of satisfied consumers who have no WOM and reuse behavior. Therefore, the purposes of this study are to examine moderating influence between satisfied consumers and WOM/reuse behavior. The literature review and focus groups were used to explore moderate variables. Hierarchical regression analysis was used to test the moderating influence. The results showed that the relationship between consumer satisfaction and eWOM is contingent on the moderating effects of consumer innovativeness; the relationship between consumer satisfaction and actual reuse behavior is contingent on the moderating effects of involvement and corporate activities. In particular, we found that the relationship between consumer satisfaction and actual reuse behavior is more sensitive when involvement is lower.
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