Abstract
The research of the measure of customer equity has been given more emphasis by domestic and foreign scholars, but the study of word-of-mouth value which is regarded as one of the important composition of customer equity is scarce. On the basis of theoretical analysis of word-of-mouth value by domestic and foreign scholars, this paper establishes a concept model of influence factors of word-of-mouth value of customer equity, and verifies the concept model by structural equation model. The results improve that many factors of word-of-mouth infector and receiver have great impact on the value of word-of-mouth.
National Natural Science Foundation of China (70672116).
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Acknowledgments
This research was supported by the National Natural Science Foundation of China under Grant 70672116.
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Sun, L., Cheng, Aw., Wang, Hj. (2013). The Empirical Study on Influence Factors of Word-of-Mouth Value of Customer Equity. In: Qi, E., Shen, J., Dou, R. (eds) The 19th International Conference on Industrial Engineering and Engineering Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38433-2_38
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DOI: https://doi.org/10.1007/978-3-642-38433-2_38
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