| Autor: |
Rathore, Sumangla, Panwar, Avinash, Shreemali, Jitendra |
| Předmět: |
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| Zdroj: |
IUP Journal of Information Technology; Jun2014, Vol. 10 Issue 2, p47-67, 21p |
| Abstrakt: |
The present study focuses on customer-sharing of information on mobile phones. The data for the study was collected through administering a structured questionnaire to a group of University students living on the same campus in the city of Udaipur in Rajasthan. The survey instrument included a variety of measures that assess the innovativeness, involvement, Internet usage and online connection of the communicators. Based on the impact of various factors, electronic Word-of-Mouth (WOM) was examined in terms of customers seeking further opinion on the product/service or becoming opinion leaders on the product/service. It was observed that innovativeness and Internet usage have a high positive impact on opinion leadership and Internet usage and online connection have a greater influence on opinion seeking. It was further noticed that opinion seeking or opinion leadership are not mutually exclusive outcomes, but in fact, influence each other, suggesting that the online behavioral outcome falls on a continuous spectrum and mutually interact with each other in a continuous fashion. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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