Naslov
Analysis of Factors Influencing Traditional WOM and eWOM

Autori
Dobrinić, Damir ; Gregurec, Iva

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 32nd International Scientific Conference - Central European Conference on Information and Intelligent Systems (CECIIS 2021) / Vrček, Neven ; Pergler, Elisabeth ; Grd, Petra - Varaždin : Fakultet organizacije i informatike Sveučilišta u Zagrebu, 2021, 157-164

Skup
32nd Central European Conference on Information and Intelligent Systems (CECIIS 2021)

Mjesto i datum
Varaždin, Hrvatska, 13.10.2021. - 15.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
WOM, eWOM, consumer innovativeness, need to belong, source credibility

Sažetak
This study aims to investigate the effect of consumer innovativeness, need to belong, and source credibility on the receipt of information within WOM and eWOM communication. Empirical research was conducted on 370 respondents in Croatia. Structural equation modelling analysis was used to test the structural relationship between variables from the proposed model and to test hypotheses. The study results confirm the positive association of proposed variables with WOM and eWOM, except the association of need to belong with WOM, which has not been established. In addition to new scientific knowledge, practitioners can use the results in implementing activities to increase customer engagement with the brand and company.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA