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Research on the Influence of the Formal Characteristics of EWOM on Consumers' Purchase Intention

Journal of physics. Conference series, 2020-04, Vol.1486 (6), p.62032 [Peer Reviewed Journal]

Published under licence by IOP Publishing Ltd ;2020. This work is published under http://creativecommons.org/licenses/by/3.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1742-6588 ;EISSN: 1742-6596 ;DOI: 10.1088/1742-6596/1486/6/062032

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  • Title:
    Research on the Influence of the Formal Characteristics of EWOM on Consumers' Purchase Intention
  • Author: Zhao, Nian ; Li, Xiaolin ; Zhang, Linbin
  • Subjects: Consumers ; Data analysis ; Influence ; Visibility
  • Is Part Of: Journal of physics. Conference series, 2020-04, Vol.1486 (6), p.62032
  • Description: E-WOM has an increasingly important influence on consumers. Previous researches mostly focused on the influence of e-WOM information on consumers'affection and behavioral intention. From the perspective of formal characteristics of e-WOM, we establishean emotional path that influences consumers' willingness to behave. Through the data analysis by smart PLS3.0, the influence of the visibility and interactivity of e-WOM on consumer's emotional experience and purchase intention was verified, and the marketing management inspiration was finally obtained.
  • Publisher: Bristol: IOP Publishing
  • Language: English
  • Identifier: ISSN: 1742-6588
    EISSN: 1742-6596
    DOI: 10.1088/1742-6596/1486/6/062032
  • Source: Geneva Foundation Free Medical Journals at publisher websites
    IOPscience (Open Access)
    IOP 英国物理学会OA刊
    ProQuest Central
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