The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing
ZHANG Haibin
(2018)
The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing: pp.
51-74.
Chapter 3. Hypothesis
The following sections are included:
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1. Analysis of Factors Affecting Word-of-Mouth Acceptance
of Consumers
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2. Disposition to Trust
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3. Involvement Research
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4. Quantity of Positive Word of Mouth
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5. Multimedia Expressing
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6. Trust
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6.1. Definition of Trust
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6.2. Effect of Trust
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6.3. Dimensions of Trust
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6.4. Ability Trust
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6.5. Integrity Trust
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7. Usefulness
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8. Relations among Trust, Usefulness and Purchase Intention
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9. Culture Differences
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10. Summary of Hypothesis