The role of customer perceived value in online word-of-mouth

Lin Yang, Kim-Shyan Fam, James E Richard

    Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review


    The aim of this research is to explore the difference existing in customer perceived value between China and the Western society in online word-of-mouth (OWOM) context, and to investigate the fundamental role of customer perceived value plays in affecting initiation of consumers post-purchase OWOM. Interviews were conducted with 18 participants from China and survey data were collected from 574 respondents through an online survey. The findings presented two dimensions of customer perceived value instead of four as previous study proposed. The role of customer perceived value as a precursor for three key factors influencing customer engagement of OWOM is examined and verified. The implications of the culture context of the research on customer perceived value and OWOM are discussed.
    Original languageEnglish
    Title of host publicationProceedings of the 2015 Academy of Marketing Conference - The Magic in Marketing
    EditorsLisa O'Malley
    Place of PublicationScotland UK
    PublisherAcademy of Marketing
    Pages1 - 11
    Number of pages11
    ISBN (Print)9781905952649
    Publication statusPublished - 2015
    EventAcademy of Marketing Conference 2015: The Magic in Marketing. - University of Limerick, Limerick, Ireland
    Duration: 7 Jul 20159 Jul 2015
    Conference number: 48th


    ConferenceAcademy of Marketing Conference 2015
    Abbreviated titleAM 2015
    OtherThe Academy of Marketing Conference 2015, hosted by the University of Limerick, aimed to explore those dimensions of our craft that are magical, from the cabbalistic to the fantastical, from the astonishing to the preternatural. We encouraged contributions that addressed the mystical, marvellous and miraculous in marketing theory and practice.
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