The Effect of Social Perceived Risk and Consumers’ need of Self-Affirmation on Consumers’ Willingness to offer Negative Word of Mouth

碩士 === 國立中正大學 === 行銷管理研究所 === 103 === Word of Mouth has been regarded to have significant effect on communication, and the influence of negative word of mouth is more than positive word of mouth. Hence, it is crucial that realize what factors will influence consumers’ willingness on word of mout...

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Bibliographic Details
Main Authors: Su-Yuan Cheng, 鄭夙媛
Other Authors: Hung-Jen Su
Format: Others
Language:zh-TW
Published: 2015
Online Access:http://ndltd.ncl.edu.tw/handle/jbxq7j