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

International Conference on Economics Education Business and Accounting Pub Date : 2019-09-01 DOI:10.2991/piceeba-19.2019.60

Abror, Silvi Ayuni, Yunita Engriani

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引用次数: 2

Abstract

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 EWord 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.

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电子口碑、价值共创、品牌形象对信任的影响

本研究旨在分析:(1)巴东市Wardah品牌形象对电子口碑的影响(2)品牌形象对顾客信任的影响(3)价值共创对电子口碑的影响(4)价值共创对品牌形象的影响(5)价值共创对信任的影响(6)信任对电子口碑的影响。本研究是一项因果研究。本研究的人群是所有在巴东使用华达化妆品的学生。本研究的样本总数为80名学生，由于总体数量未知，采用了有目的抽样的方法。本研究发现:(1)品牌形象对e -口碑没有显著的直接影响(2)品牌形象对信任有显著影响(3)价值共创对e -口碑有显著影响(4)价值共创对品牌形象有显著影响(5)价值共创对信任有显著影响(6)信任对e -口碑有显著影响。讨论了一些局限性和进一步的研究。

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International Conference on Economics Education Business and Accounting

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24 weeks