The impact of eWOM on consumers’ purchase intention : the moderation role of products’ category

Online content is becoming an increasingly important tool for consumers and marketeers relationship to grow closer and last-longing. Namely, eWOM, which derived from the need of sharing knowledge and information among consumers, allowed them to reach information perceived as more trustful and real....

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Bibliographic Details
Main Author: Ventura, Madalena Mauhin Trigueiros (author)
Format: masterThesis
Language:eng
Published: 2017
Subjects:
eWOM
Purchase intention
Consumer generated information
Expert generated information
Need of eWOM
Pricey-tech electronics
High touch retail products
Household staples
No touch services
Online information
Written reviews
Numerical ratings
WOM
Intenção de compra
Informação gerada por consumidores
Informação gerada por experts
Necessidade de recorrer a eWOM
Produtos pricey-tech electronics
Produtos high touch retail
Produtos household staples
Serviços no touch informação online
Reviews escritos
Ratings numéricos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/23269
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/23269

Internet

http://hdl.handle.net/10400.14/23269

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