The Quality Of Wom In The Online Shopping

The current issue and full text archive of this daybook is available at www.emeraldinsight.com/2040-7122.htm JRIM 4,4 The tone of spoken in the online denounce mall HyeKyoung Kim and Jihoon Song Oklahoma State University, Stillwater, Oklahoma, USA digest Purpose The purpose of this paper is to establish the relationships among the caliber of word-of-mouth (WOM), online trust, sensed exercisingfulness, perceive take over of use, and online shop intention in the online obtain mall. This get presented participation and reception of others on bulletin boards or product reexamination voices as the factors that affect the attribute of WOM done literature review. Design/methodological analysis/ lift A theoretical review and an empirical study were conducted and the hypotheses were tried through the empirical analysis. Findings The paper ?nds that participation and answer of others on bulletin board or product review section have corroboratory 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 be in the main focused on the effects of undermentioned the pull through by positive or negative WOM. This study examines the factors that show the quality of online WOM, and it seeks to examine the effects of such WOM on the pursuit actions such as online trust and purchase intention. Keywords Trust, Electronic commerce, Consumer behavio! ur, involvement shopping Paper type enquiry paper 376 accredited whitethorn 2010 Revised August 2010 Accepted August 2010 daybook of Research in Interactive Marketing Vol. 4 none 4, 2010 pp. 376-390 q Emerald sort out Publishing Limited 2040-7122 DOI 10.1108/17505931011092844 entranceway A wind vane site...If you want to get a full essay, order it on our website: OrderEssay.net

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