Effect Of Website Design On Positive Electronic Word Of Mouth Intention. The Role Moderator Of Gender

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63517666" target="_blank" >RIV/70883521:28120/17:63517666 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Effect Of Website Design On Positive Electronic Word Of Mouth Intention. The Role Moderator Of Gender

Popis výsledku v původním jazyce

Electronic word of mouth (eWOM) communication has received considerable attention in marketing strategy because of its significant impact on behavioral consequences. In service marketing, numerous scholars and practitioners describe WOM as “a dominant force in the marketplace. Nevertheless, little effort has been given to integrate the effect of website design on eWOM intention. The objectives of this paper is to propose a framework to explain the influence of website design (aesthetics and usability) on eWOM intention via the applicability of the stimulus- organism- response model. Based on literature review and the framework used, an online questionnaire is developed and sent to more than 350 respondents in Taiwan. Then, SPSS and partial least square (PLS) will be use to analyze the collected data in further research. Lastly, the study concludes with a discussion of the expected findings and implications for both marketing theory and practice when using the proposed framework in this topic

Název v anglickém jazyce

Effect Of Website Design On Positive Electronic Word Of Mouth Intention. The Role Moderator Of Gender

Popis výsledku anglicky

Electronic word of mouth (eWOM) communication has received considerable attention in marketing strategy because of its significant impact on behavioral consequences. In service marketing, numerous scholars and practitioners describe WOM as “a dominant force in the marketplace. Nevertheless, little effort has been given to integrate the effect of website design on eWOM intention. The objectives of this paper is to propose a framework to explain the influence of website design (aesthetics and usability) on eWOM intention via the applicability of the stimulus- organism- response model. Based on literature review and the framework used, an online questionnaire is developed and sent to more than 350 respondents in Taiwan. Then, SPSS and partial least square (PLS) will be use to analyze the collected data in further research. Lastly, the study concludes with a discussion of the expected findings and implications for both marketing theory and practice when using the proposed framework in this topic

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

DOKBAT 2017 - 13th Annual International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-654-9

ISSN

—

e-ISSN

neuvedeno

Počet stran výsledku

9

Strana od-do

264-272

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

26. 4. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—