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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: The Influence of WOM Based on the Mediated Role Of Subjective Norm
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 2286-2289)
Author(s): zhongke Zhang, School of Management, Hebei University of Economics and Business, Shijiazhuang, P. R .China, 050061
wenli Song, School of tourism, Hebei University of Economics and Business, Shijiazhuang, P. R. China, 050061
Abstract: Abstract: Today, the firms have paid much attention to WOM (word of mouth). The author finds by experimental study that the expertise and similarity of the WOM source, the tie strength between the WOM communicator and receiver all have significant positive influence on the consumer’s brand switching intention and the subjective norm under the collectivism cultural background in our county. The subjective norm has partly mediated role in the process which the WOM influences consumer’s brand switching intention. In the end, we have discussed the managerial implication of these results.
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