VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • The effect of word of mouth on consumersʼ attitudes toward products and their purchase probability
    Podnar, Klement ; Javernik, Pina
    The purpose of this study is to investigate the effects of word of mouth on consumersʼ attitudes toward the product and its purchase probability. Furthermore, we examine the moderating influence of ... susceptibility to interpersonal influence, which is a personal characteristic of the receiver of word of mouth information. A quasi experiment was conducted, in which subjects were asked to evaluate a product, while being subjected to positive or negative word of mouth. Our results indicate that negative word of mouth has an impact on consumersʼ attitudes and purchase probability, while the influence of positive word of mouth was not significant. Interestingly, susceptibility to interpersonal influence does not play a moderating role. While the experimental design with an unknown word of mouth source and fictitious brand allowed the comparison of results for the positive, negative, and control group, such conditions do not correspond to an actual market setting.
    Vir: Journal of promotion management. - ISSN 1049-6491 (Vol. 18, no. 2, 2012, str. 145-168)
    Vrsta gradiva - članek, sestavni del
    Leto - 2012
    Jezik - angleški
    COBISS.SI-ID - 31262045
    DOI

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