Review paper
The impact of word of mouth on service purchase decisions
Volume: 25, Issue: 5, Pages: 636 - 656
Published: Sep 14, 2015
Abstract
Purpose – Primarily, the purpose of this paper is to investigate the interaction and direct effects of tie strength between sender and receiver of word of mouth (WOM) and the receiver’s service purchase decision involvement on WOM influence. A secondary aim is to investigate how a distinctive conceptualization of perceived risk, consisting of two types (outcome risk and psychosocial risk), affects service purchase decision involvement. A...
Paper Details
Title
The impact of word of mouth on service purchase decisions
Published Date
Sep 14, 2015
Volume
25
Issue
5
Pages
636 - 656
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