| Status | 已發表Published |
| Source credibility, word of mouth, and product needs | |
Pornpitakpan, C.  ; Yue, W.
| |
| 2017-12-01 | |
| Source Publication | Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact
 |
| Publication Place | Melbourne, Australia |
| Abstract | In response to the increasing prevalence of social media and word of mouth, this research aims to investigate the effect of word-of-mouth valence, source credibility, and consumers’ dispositional needs to have a product on attitudes and purchase intentions. Two hypotheses are proposed as follows: H1: Positive word of mouth generally induces more-favorable attitudes and higher purchase intentions than does negative word of mouth. H2: Individuals’ dispositional needs to have a product moderate the effects of word-of-mouth valence and source credibility on attitudes and purchase intentions. This research contributes to the marketing communications literature, particularly the elaboration likelihood model and the source credibility research. It helps marketing managers decide which message sources to use in spreading word of mouth about their products. |
| Keyword | Elaboration Likelihood Model Source Credibility Persuasion |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 35495 |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Corresponding Author | Pornpitakpan, C. |
| Recommended Citation GB/T 7714 | Pornpitakpan, C.,Yue, W.. Source credibility, word of mouth, and product needs[C], Melbourne, Australia, 2017. |
| APA | Pornpitakpan, C.., & Yue, W. (2017). Source credibility, word of mouth, and product needs. Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact. |
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