The Influence of Electronic Word of Mouth, Value Co-Creation and Brand Image on Trust

被引：0
|
作者：
Abror, Abror [1 ]
Ayuni, Silvi [1 ]
Engriani, Yunita [1 ]
机构：
[1] Univ Negeri Padang, Padang, Indonesia
来源：
PROCEEDINGS OF THE THIRD PADANG INTERNATIONAL CONFERENCE ON ECONOMICS EDUCATION, ECONOMICS, BUSINESS AND MANAGEMENT, ACCOUNTING AND ENTREPRENEURSHIP (PICEEBA 2019) | 2019年 / 97卷
关键词：
electronic word of mouth; value co-creation; brand image; trust; CONSUMER-GENERATED MEDIA; INTENTION; ADOPTION; IMPACT; INFORMATION; ENGAGEMENT; YOUNG;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This research aims to analyze: (1) the influence of brand image on E-Word of Mouth of Wardah in Padang city (2) the impact of brand image on customer trust (3) the influence of value co-creation on E-Word of Mouth (4) the influence of value co-creation on brand image (5) The influence of value co-creation on trust, and (6) the influence of trust on E-Word of Mouth. This research is a causative research. The population on this research is all students who use Wardah cosmetics in Padang. The total number of samples in this study are 80 students who have been selected by using purposive sampling due to unknown the number of populations. This study found that (1) brand image has no significant direct effect on E-Word of Mouth (2) brand image has a significant effect on trust (3) value co-creation has a significant effect on E-Word of Mouth (4) value co-creation has a significant effect on brand image (5) value co-creation has a significant effect on trust (6) trust has a significant effect on E-Word of Mouth. Some limitations and further studies are discussed.
引用
收藏
页码：550 / 561
页数：12
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