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ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY

Ivana Kursan Milaković ; Ekonomski fakultet Sveučilišta u Splitu
Mirela Mihić ; Ekonomski fakultet Sveučilišta u Splitu
Natalija Ivasečko ; Ekonomski fakultet Sveučilišta u Splitu

Puni tekst: engleski, pdf (209 KB) str. 97-111 preuzimanja: 697* citiraj
APA 6th Edition
Kursan Milaković, I., Mihić, M. i Ivasečko, N. (2017). ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY. Mostariensia, 21 (1), 97-111. Preuzeto s https://hrcak.srce.hr/190206
MLA 8th Edition
Kursan Milaković, Ivana, et al. "ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY." Mostariensia, vol. 21, br. 1, 2017, str. 97-111. https://hrcak.srce.hr/190206. Citirano 07.12.2019.
Chicago 17th Edition
Kursan Milaković, Ivana, Mirela Mihić i Natalija Ivasečko. "ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY." Mostariensia 21, br. 1 (2017): 97-111. https://hrcak.srce.hr/190206
Harvard
Kursan Milaković, I., Mihić, M., i Ivasečko, N. (2017). 'ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY', Mostariensia, 21(1), str. 97-111. Preuzeto s: https://hrcak.srce.hr/190206 (Datum pristupa: 07.12.2019.)
Vancouver
Kursan Milaković I, Mihić M, Ivasečko N. ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY. Mostariensia [Internet]. 2017 [pristupljeno 07.12.2019.];21(1):97-111. Dostupno na: https://hrcak.srce.hr/190206
IEEE
I. Kursan Milaković, M. Mihić i N. Ivasečko, "ANTECEDENTS OF TRADITIONAL AND ELECTRONIC WORD-OFMOUTH COMMUNICATION: STUDENT POPULATION-BASED STUDY", Mostariensia, vol.21, br. 1, str. 97-111, 2017. [Online]. Dostupno na: https://hrcak.srce.hr/190206. [Citirano: 07.12.2019.]

Sažetak
Word-of-mouth communication (WOM) represents a very credible
form of communication exerting a great impact on the consumer/
buyer behaviour. Since WOM can take place in both offline
and online environment, it is important to acknowledge the
potential significance of both settings. The main purpose of this
research was to explore the impact of several antecedents (consumer
innovativeness, need to belong and perceived source credibility) on
the traditional and electronic WOM information receiving. The
research was conducted on the sample of 203 students from several
countries (Croatia, Bosnia and Herzegovina, and Serbia). Data
were analysed using a variety of statistical techniques and methods,
including exploratory and confirmatory factor analyses, and
structural equation modelling (SEM). The results indicate that
the research factors do not influence WOM and eWOM in the
same way, thus exhibiting different significance and intensity of
the influence. Namely, consumer innovativeness positively impacts
WOM and eWOM indicating a stronger influence on WOM. The
need to belong does not influence WOM or eWOM. The perceived
source credibility proved to be significant for the eWOM information
receiver. Besides theoretical relevance, the gained results
have marketing implications for practice/marketing experts in
addressing the WOM communication in both offline and online
environment.

Ključne riječi
WOM; eWOM; consumer innovativeness; need to belong; source credibility

Hrčak ID: 190206

URI
https://hrcak.srce.hr/190206

[hrvatski]

Posjeta: 805 *