期刊
JOURNAL OF BUSINESS RESEARCH
卷 59, 期 4, 页码 449-456出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2005.10.004
关键词
eWOM; know-how exchange; motivation; opportunity; ability; customer value; Internet survey; customer-to-customer; C2C
类别
This paper investigates the effects of a specific form of electronic word-of-mouth (eWOM) communication, customer-to-customer know-how exchange. on customer perceptions of value and customer loyalty intentions. In addition, the paper explores the antecedents of customer-to-customer know-how exchange overlooked in prior research: motivation, opportunity, and ability. The survey results from 616 participants of an online forum suggest that customer know-how exchange impacts customer perceptions of product value and likelihood to recommend the product, but does not influence customer repurchase intentions. Interestingly, opportunity did not impact know-how exchange, whereas motivation and ability did have a significant effect. Implications for managers and future research directions are discussed. (c) 2005 Elsevier Inc. All rights reserved.
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