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The Empirical Research about the Effects of Consumption Experience on Word-of-Mouth Intention

In: The 19th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Bao-ku Li

    (Liaoning Technical University)

  • Jin-zhi Jiang

    (Liaoning Technical University)

Abstract

Which factors influence Word-of-Mouth (WOM) Intention? How do they influence WOM Intention? These are a focus of the researches about WOM intention. This paper utilizes the demonstration methods of factor analysis, multivariate linear regression to analyze the satisfaction data by investigating some students whose have computer. Through empirical analysis, we get the dimensions of Consumption Experience. All four dimension of the Consumption Experience have positive on WOM Intention. Furthermore, the degree to which different consumption experience influences customer satisfaction varies. This study has some practical significance on the rich WOM marketing theory and to help enterprises better implement of WOM marketing strategy.

Suggested Citation

  • Bao-ku Li & Jin-zhi Jiang, 2013. "The Empirical Research about the Effects of Consumption Experience on Word-of-Mouth Intention," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 1217-1225, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-38442-4_128
    DOI: 10.1007/978-3-642-38442-4_128
    as

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