Abstract
Consumer through their referral behavior could be an effective mechanism for marketers in promoting their products in today’s big data era. In order to explore the ways that the electronic word-of-mouth referral (e-WOM) comprehensively and effectively influence on the film market in the current media ecological environment in China, this research selects Douban, an outstanding representative of China’s online film evaluation platform as the research object and combines the related theories of relationship quality and e-WOM referral behavior to investigate the significant positive influence of the four dimensions of relationship quality (satisfaction, credibility, affection and commitment) on e-WOM referral behavior.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
