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Abstract
Unrestricted access to the Internet, mobile devices, social applications and offering shopping comment options via online stores and platforms, encourages customers to generate online reviews about brands. That is why it became important to learn about the factors that motivate customers to create electronic word of mouth (eWOM). The survey aimed to check if there are links between perceived brand value, perceived risk, brand trust and consumers' willingness to express opinions online about products bought online. Structural equation modelling (SEM) was applied to analyse the data from the study (340 respondents). Five of the six hypotheses were confirmed. The direct impact of perceived brand value on generating eWOM has not been established. Perceived product value has a more significant effect on brand trust than perceived risk. The adverse effect of perceived risk on the perceived brand value by consumers was also confirmed. It also turned out that trust in the brand has a more significant effect on the significance of eWOM than the perceived risk.
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- Accepted or Published Version
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- Copyright (2018 Instytut Badań Rynku, Konsumpcji i Koniunktur)
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- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
Handel Wewnętrzny
pages 95 - 109,
ISSN: 0438-5403 - Language:
- English
- Publication year:
- 2018
- Bibliographic description:
- Brzozowska-Woś M.: The effects of perceived risk, brand value, and brand trust on eWOM// Handel Wewnętrzny. -., iss. 6 (377) (2018), s.95-109
- Verified by:
- Gdańsk University of Technology
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