Measuring Electronic Word-of-Mouth Effectiveness Developing and Applying the eWOM Trust Scale /

• Κύριος συγγραφέας: Weitzl, Wolfgang (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Θέματα: Business.; Marketing.; Business and Management.

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 resear...

Πίνακας περιεχομένων:

• 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.