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Research Review of OWOM: Chinese Cases
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Author(s): Tao Chen (Harbin Institute of Technology, Nanjing Normal University, SanJiang University, China), Zhiming Zhu (Hohai University, China)and Tienan Wang (Harbin Institute of Technology, China)
Copyright: 2012
Pages: 17
Source title:
Global Hospitality and Tourism Management Technologies
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (Universidad de Oviedo, Spain), Robert D. Tennyson (University of Minnesota, USA)and Jingyuan Zhao (University of Québec at Montréal, Canada)
DOI: 10.4018/978-1-61350-041-5.ch014
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Abstract
Internet has been an important communication tool. The population of netizens has become the largest all over the world. Online shopping is regarded as a fashion in china. Online word-of-mouth has significant influences on shopping. Chinese researchers did researches on OWOM (Online Word-of-Mouth), discussed the connotation, communication process and communication effect, and practical application, and put forward some managerial suggestions. This chapter reviews those researches, summarizes and describes the future research direction and hope that it can instruct and contribute Chinese researchers.
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