The effects of perceived risk, brand value, and brand trust on eWOM - Publikacja - MOST Wiedzy


The effects of perceived risk, brand value, and brand trust on eWOM


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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Opublikowano w:
Handel Wewnętrzny strony 95 - 109,
ISSN: 0438-5403
Rok wydania:
Opis bibliograficzny:
Brzozowska-Woś M.: The effects of perceived risk, brand value, and brand trust on eWOM// Handel Wewnętrzny. -., iss. 6 (377) (2018), s.95-109
Bibliografia: test
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  76. структурных уравнений (англ. SEM). Подтвердили пять из шести выдвинутых гипотез. Не подтвердили прямого влияния воспринимаемой ценности брен- да на генерирование eWOM. Воспринимаемая ценность продукта оказывает большее влияние на доверие к бренду, нежели ощущаемый риск. Подтвердили тоже отрицательное влияние ощущаемого риска на ценность бренда, воспри- нимаемую потребителями. Оказалось тоже, что доверие к бренду оказывает большее влияние на склонность к э-сарафанному радио, чем ощущаемый риск. Ключевые слова: воспринимаемая ценность бренда, ощущаемый риск, до- верие к бренду, электронный маркетинг «из уст в уста», э-сарафанное радио (англ. eWOM). otwiera się w nowej karcie
  77. Коды JEL: M310, M370 otwiera się w nowej karcie
  78. Artykuł zaakceptowano do druku w październiku 2018 roku Afiliacja: dr inż. Magdalena Brzozowska-Woś otwiera się w nowej karcie
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