| مشخصات مقاله | |
| ترجمه عنوان مقاله | نقش نشانه های بصری در بازاریابی دهان به دهان الکترونیکی بر قصد و تصمیمات رفتاری مصرف کنندگان |
| عنوان انگلیسی مقاله | The role of visual cues in eWOM on consumers’ behavioral intention and decisions |
| انتشار | مقاله سال 2021 |
| تعداد صفحات مقاله انگلیسی | 13 صفحه |
| هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
| پایگاه داده | نشریه الزویر |
| نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
| مقاله بیس | این مقاله بیس میباشد |
| نمایه (index) | Scopus – Master Journals List – JCR |
| نوع مقاله | ISI |
| فرمت مقاله انگلیسی | |
| ایمپکت فاکتور(IF) |
7.550 در سال 2020 |
| شاخص H_index | 195 در سال 2020 |
| شاخص SJR | 2.049 در سال 2020 |
| شناسه ISSN | 0148-2963 |
| شاخص Quartile (چارک) | Q1 در سال 2020 |
| فرضیه | دارد |
| مدل مفهومی | دارد |
| پرسشنامه | ندارد |
| متغیر | دارد |
| رفرنس | دارد |
| رشته های مرتبط | مدیریت |
| گرایش های مرتبط | مدیریت کسب و کار، مدیریت بازرگانی، بازاریابی، مدیریت فناوری اطلاعات، تجارت الکترونیکی |
| نوع ارائه مقاله |
ژورنال |
| مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
| دانشگاه | Audencia Business School, Marketing Department, France |
| کلمات کلیدی | بازاریابی دهان به دهان الکترونیکی (eWOM)، بررسی آنلاین مصرف کننده، نظریه کدگذاری دوگانه، تصویر تولید شده توسط کاربر، اکتشافی عملکرد، اکتشافی محبوبیت |
| کلمات کلیدی انگلیسی | eWOM – Online consumer review – Dual coding theory – User-generated picture – Performance heuristics – Popularity heuristics |
| شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2021.06.055 |
| کد محصول | E15987 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Abstract Keywords Introduction Literature review and theoretical framework Hypotheses development Methodology Results Study 2: Experiment Discussions and conclusions Appendix 1. References |
| بخشی از متن مقاله: |
| ABSTRACT Consumers increasingly use eWOM to make decisions about various products and services. However, few studies have investigated how different visual and verbal eWOM cues affect the intention and decision to visit tourist destinations and their attractions. The current study fills this gap by drawing on Dual Coding Theory and investigating the influence of verbal and visual eWOM cues on consumers’ intention and behavior. The findings of a field study and an experimental study revealed that eWOM mainly affects tourists’ intentions and decisions through visual cues. Specifically, popularity heuristics, performance visual heuristics, and user-generated pictures affect tourists’ intention and decision to visit a destination and its attractions. Interestingly, information quality did not affect tourists’ decisions. The study offers important theoretical and managerial implications. Introduction The rapid development of the Internet and the growth of social media have revolutionized the travel & tourism industry (Buhalis, 2000; Xiang & Gretzel, 2010; Neirotti, Raguseo, & Paolucci, 2016; Giglio et al., 2019). Tourists increasingly adopt user-generated content available on online platforms to find information about the tourism destinations they want to visit (Xiang & Gretzel, 2010; Abubakar & Ilkan, 2016). On these platforms, online reviews and ratings about travel and tourism products empower tourists and help them to plan their holiday, including the booking of flights, hotels, or other types of accommodation (Sparks & Browning, 2011; Filieri & McLeay, 2014; Viglia, Minazzi, & Buhalis, 2016; Raguseo & Vitari, 2017; Filieri et al., 2020). For example, with over 884 million travel reviews of over 8 million businesses, Tripadvisor.com is recognized as the world’s largest travel community (TripAdvisor, 2021). The platform provides reviews, ratings, photos, forums about all the services associated with planning a trip, from tour guides to car rental and tourist attractions. Tripadavisor.com has fostered travel-based electronic word of mouth (eWOM), namely the non-commercial asynchronous exchange of information about tourism products, brands, and services among tourists (Gretzel & Yoo, 2008; Xiang & Gretzel, 2010). Given the relevance and widespread use of and eWOM (Filieri et al., 2020), understanding what eWOM factors motivate tourists to visit a destination and its attractions is particularly important for destination managers in that they can develop better marketing strategies for the destination as a whole. Furthermore, although studies on the influence of eWOM on consumer’s intention are present (i.e., Park, Lee & Han, 2007; Filieri et al., 2018), less research has investigated the impact of eWOM on consumer behavior |