東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Motivations for providing and seekin...

Michigan State University.

Linked to FindBook

Google Book

Amazon

博客來

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students./
Author:	Han, Sung Mi.
Description:	73 p.
Notes:	Adviser: Mira Lee.
Contained By:	Masters Abstracts International46-06.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1455732
ISBN:	9780549610939

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.
Han, Sung Mi.

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students. - 73 p.

Adviser: Mira Lee.

Thesis (M.A.)--Michigan State University, 2008.

This study investigated consumers' underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing and seeking eWOM between Americans and Koreans. The analysis found five motivation factors for providing eWOM: social interaction benefits/self-enhancement, helping the company (or brand), vengeance upon the company (or brand), concern for others, and economic incentive. Also, four motivations were identified for seeking eWOM: risk reduction, social interaction benefits, social-oriented product information, and product usage information. These motivations had diverse effects on consumers' frequency of posting comments regarding a product or service on the Internet and visits of different platform types to provide and seek comments. Lastly, results indicate that the cultural characteristics of individualism and collectivism significantly influence motivations for providing and seeking eWOM. Implications of these findings for researchers, marketers and online platform operators are further discussed.

ISBN: 9780549610939Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.
LDR:02042nam 2200277 a 45 001 857778
005 20100712
008 100712s2008 ||||||||||||||||| ||eng d
020 $a 9780549610939
035 $a (UMI)AAI1455732
035 $a AAI1455732
040 $a UMI $c UMI
100 1 $a Han, Sung Mi. $3 1024779
245 1 0 $a Motivations for providing and seeking eWOM: A cross cultural comparison of U.S. and Korean college students.
300 $a 73 p.
500 $a Adviser: Mira Lee.
500 $a Source: Masters Abstracts International, Volume: 46-06, page: 3033.
502 $a Thesis (M.A.)--Michigan State University, 2008.
520 $a This study investigated consumers' underlying motivations to engage in electronic word-of-mouth (eWOM) communication through online and their relationships with eWOM behavior. The study also examined cross-cultural differences in motivations for providing and seeking eWOM between Americans and Koreans. The analysis found five motivation factors for providing eWOM: social interaction benefits/self-enhancement, helping the company (or brand), vengeance upon the company (or brand), concern for others, and economic incentive. Also, four motivations were identified for seeking eWOM: risk reduction, social interaction benefits, social-oriented product information, and product usage information. These motivations had diverse effects on consumers' frequency of posting comments regarding a product or service on the Internet and visits of different platform types to provide and seek comments. Lastly, results indicate that the cultural characteristics of individualism and collectivism significantly influence motivations for providing and seeking eWOM. Implications of these findings for researchers, marketers and online platform operators are further discussed.
590 $a School code: 0128.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Mass Communications. $3 1017395
690 $a 0338
690 $a 0708
710 2 $a Michigan State University. $3 676168
773 0 $t Masters Abstracts International $g 46-06.
790 $a 0128
790 1 0 $a Lee, Mira, $e advisor
791 $a M.A.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1455732