Word-of-mouth generated influences of different prepared dishes via online consumer purchases: Preliminary text-based research findings from "Jingdong Mall" flagship shops
Xiaotian Xu
Abstract:With the rapid development of China’s prepared vegetable product market, consumer demand for prepared vegetable products is increasing. The study adopts a qualitative research method to construct a model of factors influencing the generation of consumer word-of-mouth (IWOM) in the online consumption context, taking the real consumer word-of-mouth of Jingdong’s own flagship shop of prepared dishes as the object of the study. The model states that the objective factors that promote the generation of word of mout… Show more
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