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Article
Publication date: 28 October 2010

HyeKyoung Kim and Jihoon Song

The purpose of this paper is to examine the relationships among the quality of word‐of‐mouth (WOM), online trust, perceived usefulness, perceived ease of use, and online shopping…

6117

Abstract

Purpose

The purpose of this paper is to examine the relationships among the quality of word‐of‐mouth (WOM), online trust, perceived usefulness, perceived ease of use, and online shopping intention in the online shopping mall. This study presented participation and response of others on bulletin boards or product review sections as the factors that affect the quality of WOM through literature review.

Design/methodology/approach

A theoretical review and an empirical study were conducted and the hypotheses were tested through the empirical analysis.

Findings

The paper finds that participation and response of others on bulletin board or product review section have positive effects on the quality of WOM. It was revealed that the quality of WOM has positive effects on online trust, and online trust has positive effects on perceived usefulness, shopping intension and perceived ease of use. In addition, the results demonstrated that perceived ease of use and perceived usefulness have positive effects on shopping intention.

Originality/value

Many studies on online shopping malls are mostly focused on the effects of following the action by positive or negative WOM. This study examines the factors that determine the quality of online WOM, and it seeks to examine the effects of such WOM on the following actions such as online trust and purchase intention.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 3 June 2014

Hyekyoung Kim

The purpose of this paper is to verify the factors – word-of-mouth (WOM) information and dynamic capability – that affect industrial buyer-based relationship quality and to…

1912

Abstract

Purpose

The purpose of this paper is to verify the factors – word-of-mouth (WOM) information and dynamic capability – that affect industrial buyer-based relationship quality and to examine their effect on relationship continuity in business-to-business (B2B) transactions. The study also aims to examine the mediating role of relationship quality in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity.

Design/methodology/approach

Two methods are used for this study: a literature review to develop a research model and an empirical study to test hypotheses. To achieve the empirical research, 267 cases were analyzed.

Findings

This study verified that WOM information and dynamic capability have positive effects on industrial buyer-based relationship quality and relationship continuity in B2B transactions. In addition, relationship quality plays a partially mediating role in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity.

Originality/value

WOM information plays an important role in consumers’ behavior in business-to-customer transactions and in B2B transactions; however, WOM in B2B transactions receives less attention, as it occurs by an informal process. This study suggests WOM information and dynamic capability as factors that affect industrial buyers’ perception of relationship quality and relationship continuity, and the research sought to examine the effects of relationship quality on the resulting actions, relationship continuity. This study could be useful for industrial suppliers to understand the industrial buyers’ perception on relationship quality and the results of relationship quality. Moreover, industrial suppliers could utilize the results of this study to build managerial goals to satisfy customers and to strengthen relationships with customers.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Available. Content available
Article
Publication date: 3 June 2014

Debra Zahay

284

Abstract

Details

Journal of Research in Interactive Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2040-7122

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