e‐WOM scale : Une échelle de mesure du bouche‐à‐oreille dans un contexte de services électroniques | Zendy

Goyette Isabelle | Zendy; Ricard Line | Zendy; Bergeron Jasmin | Zendy; Marticotte François | Zendy

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e‐WOM scale : Une échelle de mesure du bouche‐à‐oreille dans un contexte de services électroniques

Author(s) -

Goyette Isabelle,

Ricard Line,

Bergeron Jasmin,

Marticotte François

Publication year - 2010

Publication title -

canadian journal of administrative sciences / revue canadienne des sciences de l'administration

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.347

H-Index - 48

eISSN - 1936-4490

pISSN - 0825-0383

DOI - 10.1002/cjas.135

Subject(s) - construct (python library) , context (archaeology) , scale (ratio) , word of mouth , service (business) , psychology , advertising , business , marketing , computer science , geography , cartography , archaeology , programming language

Drawing data from a survey of 218 consumers across two samples, we developed a measurement scale of the word‐of‐mouth construct (e‐WOM scale) in the context of electronic service. A battery of statistical tests indicated that the WOM construct encompasses four dimensions: WOM intensity, WOM positive behaviours, WOM negative behaviours, and WOM content. Our contribution lies in offering a WOM scale that can be used as a strategic tool for business managers aiming to improve their word‐of‐mouth marketing strategies. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.

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