Title :
Study on the Effects of the Negative WOM on Brand Switching in the Net Environment
Author :
Xiaoping, Lv ; Pinghua, Fei
Author_Institution :
Zhejiang Gongshang Univ., Hangzhou, China
Abstract :
The purpose of this paper is to research the influences of the negative WOM on the consumer brand switching behavior from the strength of negative WOM, the disseminator´s expertise and the strength of relationship, with the mobile phone as the study object and make a comparative analysis between the traditional WOM and the online WOM through empirical research.
Keywords :
Internet; consumer behaviour; marketing; mobile handsets; Internet; Net environment; consumer brand switching behavior; mobile phone; negative WOM effect; online word-of-mouth; word of mouth marketing; Internet; Mathematical model; Mobile handsets; Mouth; Regression analysis; Reliability; Switches; Brand Switching; Negative WOM; Online WOM Communication;
Conference_Titel :
E-Business and E-Government (ICEE), 2010 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-0-7695-3997-3
DOI :
10.1109/ICEE.2010.1162
