A Comparative Study of Motives of EWOM Between Chinese and German Consumers

机译：中德消费者EWOM动机的比较研究

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Based on in-depth interviews and questionnaire survey, we identify nine motives of electronic word-of-mouth (eWOM) communication of Chinese consumers. Comparing with the findings of Hennig-Thurau (2004)’ study of German consumers, Chinese consumers share most of the motives with their German counterparts, while a significant difference exists between the two. German consumers tend to be more altruistic than Chinese consumers.

机译：基于深入的访谈和问卷调查，我们确定了中国消费者电子口碑传播的九个动机。与Hennig-Thurau（2004）对德国消费者的研究结果相比，中国消费者与德国消费者具有大部分动机，而两者之间却存在显着差异。德国消费者倾向于比中国消费者更为无私。

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《Wuhan international conference on e-business》|2010年|p.536-540|共5页
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作者
Jun Yan; Qiuling She; Yang Liu;
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原文格式 PDF
正文语种
中图分类电子贸易、网上贸易;
关键词
eWOM; motives; comparative study; Chinese consumer; German consumer;

机译：eWOM;动机;比较研究;中国消费者;德国消费者;

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A Comparative Study of Motives of EWOM Between Chinese and German Consumers

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