| Autor: |
Shirley Ye Sheng, Roman Wong |
| Jazyk: |
angličtina |
| Rok vydání: |
2012 |
| Předmět: |
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| Zdroj: |
Technology Innovation Management Review, Iss June 2012: Global Business Creation, Pp 42-48 (2012) |
| Druh dokumentu: |
article |
| ISSN: |
1927-0321 |
| Popis: |
In this article, we illustrate the use of system dynamics modeling approach to study a complex system: word-of-mouth. Word-of-mouth plays an important role in reducing risk and uncertainty in purchase and consumption. Most of the prior research on word-of-mouth focused on studying either the factors that trigger consumers’ participation (sending or receiving) in word-of-mouth activities or the impact word-of-mouth information has on consumers’ buying decisions. The relationship between the two decision processes, however, is recursive and dynamic. Most prior studies have not focused on a recursive relationship. Our objective is to present a system dynamics model for the study of the relationship between the buying decision and the decision to participate in word-of-mouth communication. We also discuss how system dynamics modeling can be used in other complex problems in business such as the creation of a global business. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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