Identifying effective motivator Factors on E-WOM participation intention
Publish Year: 1392
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICPEEE01_2058
تاریخ نمایه سازی: 16 شهریور 1395
Abstract:
Noticing that internet has accessed to the most personal and general fields, using E-WOM acts as effective and good equipment for various good and service provider companies. Recent research by help of the previous ones offered a developed model in order to identify effective motivator factors on E-WOM participation intention in Iran, and tested the model using SEM method by gathering data from 192 university students selected by judicative method. Data analysis results indicated the significant effect of Sense of belonging, Enjoying of helping and Moral obligation on E-WOM participation intention, but economic incentives didn’t have significant effect on E-WOM participation intention that this inaction can be known for Iranian customers’ relatively low expectations and assumptions from service and good provider companies.
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Authors
Hameh Dehghanan
Assistant Professor in Department of Management and Accounting, Allameh Tabataba'i University
Ghasem Bakhshandeh
Master Student in Business Administration (Marketing), Allameh Tabataba'i University
Mostafa Salmani ilkhechi
Master Student in Business Administration (Marketing), Allameh Tabataba'i University
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