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Analysis of the relationship between involvement and the Internet Word-of-Mouth | IEEE Conference Publication | IEEE Xplore

Analysis of the relationship between involvement and the Internet Word-of-Mouth


Abstract:

With the development of network technology and the increasing popularity of the network, the Internet Word-of-Mouth is gradually replacing its traditional counterpart. Pe...Show More

Abstract:

With the development of network technology and the increasing popularity of the network, the Internet Word-of-Mouth is gradually replacing its traditional counterpart. People increasingly prefer to collect product information using the network exchange in order to make consumption decisions. Involvement theory plays an important role in the theory of consumer behavior; it explains why people sometimes did not follow the rational model-information collection, screening, and assessment to do purchase decision. Researching the role of involvement to IWOM is significant to the development of marketing theory and effective marketing communications. This paper regards college students as survey subjects, focuses on the impact of variables of involvement to IWOM, and conducts the demonstration to get conclusions so as to recommend appropriate management recommendations to help the corporation better carry out the publicity and marketing of product.
Date of Conference: 24-26 September 2010
Date Added to IEEE Xplore: 03 December 2010
ISBN Information:
Print ISSN: 2374-0272
Conference Location: Beijing, China

1 Introduction

As to consumers, Word-of-Mouth has always been one of the most important factors influencing consumer attitudes, but the scope and speed of transmission of the traditional Word-of-Mouth is limited. If companies want to establish their reputation, to achieve the desired effect, it is not a short period of time to complete. The arrival of the Internet age brings unprecedented energy into Word-of-Mouth. The new communication channels based on the Internet technology, such as online forums, networking forum, blog, e-mail, makes all kinds of topics spread quickly.

References

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