Effects of Platform and Message Appeal on E-WOM Adoption: A Moderating Role of Product Type
碩士 === 東海大學 === 企業管理學系碩士班 === 105 === With the growth of e-commerce, electronic word-of-mouth (e-WOM) has become important source to help customer make purchase decision. This study investigates the effect of message appeal (rational vs. emotional) and e-WOM on platform (marketer-developed platform...
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| Format: | Others |
| Language: | en_US |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/y6tu8k |