Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

Ismail Erkan; Abdulaziz Elwalda; Mushfiqur Rahman; Seden Doğan; Sinan Nardali

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Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

机译：在WhatsApp上给我发短信，让我们谈谈品牌！

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The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.

机译：这项研究的目的是检查移动消息应用程序中的MWOM对话对移动购买意愿的影响。为此，我们开发了基于信息接受模型（IACM）的概念模型。使用结构方程模型（SEM）对从385名参与者那里收集的数据进行了分析。结果支持提出的模型，并为营销人员提供理论和实践意义。这项研究表明，消息传递应用程序中的MWOM对移动购买意图具有显着的积极影响，进而影响了社交商务意图和离线购买意图。

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来源
《International Journal of Internet Marketing and Advertising》 |2019年第3期|218-234|共17页
作者
Ismail Erkan; Abdulaziz Elwalda; Mushfiqur Rahman; Seden Doğan; Sinan Nardali;
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作者单位

Department of Business Administration Izmir Katip Celebi University Turkey;

Department of Business Management Misurata University Libya;

Business School Brunel University London UK;

Department of Tourism Guidance Ondokuz Mayıs University Turkey;

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原文格式 PDF
正文语种 eng
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关键词
mobile word of mouth; MWOM; mobile purchase intention; messaging applications; WhatsApp; information acceptance model; IACM;

机译：移动口碑MWOM;手机购买意向;消息传递应用程序;WhatsApp的;信息接受模型;民政总署;

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Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

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