Effect of online word-of-mouth and product tangibility on consumer attitude and behavioural intention.

• Main Authors: Liang, Jianshun., Teo, Hon Wui., Yao, Yixiu.
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Management::Communication
• Online Access: http://hdl.handle.net/10356/10338
• Institution: Nanyang Technological University

Word-of-Mouth (WOM) communication is increasingly being recognized as one of the most effective and persuasive tools in affecting consumer attitude and purchase decision. Till today, a great deal of research has been conducted to examine the impact of negative WOM (NWOM) and positive WOM (PWOM) on c...