The influence of positive and negative eWOM on purchase intention
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چکیده
Consumers rely on information from others to make purchasing decision, especially in uncertain situations (Mitchell and McGoldrick 1996). Word of mouth (WOM) is an effective way to acquire service evaluation and insightful information from other experienced customers within a short period of time (Mazzarol, et al, 2007) and it can be positive or negative. The intangible and experiential attribute of services (Zeithamal, 1981) make WOM more influential and more credible than in product decision situation (Opperman, 2000), and this is reflected in the large number of customers that switch service providers based on WOM (Keaveney, 1995; East et al., 2001). Holiday destination choice is a complex one that includes decisions of many services activities and is highly costly (Bargeman and Van der Poel, 2002).
منابع مشابه
Electronic Word-of-mouth: the Moderating Roles of Product Involvement and Brand Image
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