Word-Of-Mouth Processes Within A Services Purchase Decision Context  

Oleh:

Bansal, Harvir S. ; Voyer, Peter A.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal Of Service Research vol. 3 no. 2 (Nov. 2000), page 166-177.
Fulltext: 166.pdf (129.55KB)

Isi artikel

This article investigates the processes of word of mouth (WOM) within a services purchase decision context. The authors argue that to understand these processes, researchers must examine the role of interpersonal influences in the traditional WOM models based within the noninterpersonal paradigm. As a result of the current investigation, three distinct relations emerge: first, the effect of the noninterpersonal forces (receiver’s expertise, receiver’s perceived risk, and sender’s expertise) on the influence of WOM on service purchase decisions; second, the effect of the interpersonal forces (ties strength and how activelyWOM is sought) on the influence ofWOM on service purchase decisions; and third, the effects of noninterpersonal forces on interpersonal forces. Managerial implications and avenues for future research are addressed.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali