haku: @journal_id 1673 / yhteensä: 114
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| Tekijä: | Lin, L-Y. Lu, C-Y. |
| Otsikko: | The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth |
| Lehti: | Tourism review = Revue de tourism = Zeitschrift für Tourismus
2010 : VOL. 65:3, p. 16-34 |
| Asiasana: | relationship marketing corporate image consumer behaviour purchasing trust Taiwan Asia |
| Vapaa asiasana: | word-of-mouth |
| Kieli: | eng |
| Tiivistelmä: | This study aims to examine the influence of corporate image (henceforth as: c-i.) and relationship marketing (as: rl-mng.) on trust, the impact of trust on consumer purchase intention (herein as: c-p-i.), and the moderating effects of word-of-mouth (as: w-of-m.) btw. the influence of trust on c-p-i. A sample of Taiwanese online travel agency's customers (aged over 18) is used, with primary data collected through convenience sampling. To test the hypotheses, regression analysis was used. The key results are as follows: C-i. has a significantly (as: sgn./sgn-ly) positive influence (as: infl/s.) on trust, and commodity image has the most sgn. infl. on trust, followed by functional image and institution image. Structural and financial rl-mng. has sgn-ly positive infl. on trust, and structural rl-mng. has greater infl. on trust compared with financial rl-mng. Trust has a sgn-ly positive infl. on c-p-i., and positive w-of-m. has a moderating effect btw. the infls. of trust on c-p-i. The findings uncover the need and importance for a company to improve c-i. non-stop. There is indicated the need to highlight the use of critical rl-mng., realizing the nature and importance of the moderating effect of w-of-m. |
SCIMA