Antecedents of Parents' Word-of-Mouth —Take an Elementary School in Kaohsiung as an Example

• Main Authors: Yen-Hsueh Chen, 陳燕雪
• Other Authors: Chung-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/7r3389

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 103 === In the past, many studies have focused on the factors affecting word-of-mouth. However, a more complete structure in this respect has not been proposed yet. In this study, it aims to explore the effect of the variables such as innovation management and brand identification on word-of-mouth. Brand identification is viewed as the mediating variable while brand attachment is viewed as the moderator. The students' parents of certain elementary school in Kaohsiung are the subjects for the empirical study. 　　A total of 202 valid copies of the questionnaire were collected. Using the regression analysis, it was found that innovation management had significantly positive effect on brand identification. Innovation management and brand identification had significantly positive effect on word-of-mouth. Brand identification mediated the relationships between innovation management and word-of-mouth. Based on the above results, some suggestions are proposed in this study.