Impact of e-WOM on user’s purchase intention in film industry
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : This study explores whether e-WOM impacts internet users’ purchase intention of a movie ticket. Additionally, it examines the moderating role of involvement on e-WOM–purchase intention relationship. The obtained results show that e-WOM influences positively purchase intention. The same study highlights that involvement moderates significantly and positively the link existing between e-WOM and purchase intention.
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This study explores whether e-WOM impacts internet users’ purchase intention of a movie ticket. Additionally, it examines the moderating role of involvement on e-WOM–purchase intention relationship. The obtained results show that e-WOM influences positively purchase intention. The same study highlights that involvement moderates significantly and positively the link existing between e-WOM and purchase intention.
Réseaux sociaux