A Study on the Impact of External Incentives on P-EWOM

摘要

Electronic Word-of-Mouth (EWOM) is defined as the interactive communication on products, service and companies between information receivers and senders in this research. The purpose of this research is to point out, for both marketers and academics, how to make use of the rich resource. Positive EWOM intention is the main focus of the study. Incentives are divided into four groups: economic, return, social and self-enhancement incentives. This paper analyses customers' response to each incentive when facing with different tie strength.