Relational Ties That Bind: a Service Consumer Approach to Enhancing Word of Mouth Influence

Although word-of-mouth (WOM) is ubiquitous, much remains to be understood. I develop and test a consumer-focused conceptual model measuring influence of WOM on service purchase decision. Findings demonstrate a strong interaction effect between involvement and tie strength; and reinforce the complexity of the perceived risk construct, suggesting that it's multidimensional.



Citation:

Peter Voyer (2014) ," Relational Ties That Bind: a Service Consumer Approach to Enhancing Word of Mouth Influence", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 75-76.

Authors

Peter Voyer, University of Windsor, Canada



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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