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This paper, utilizing correlation analysis and path analysis methods, researches the impact path of negative Internet word related to the mouth on brand equity and quality through cognitive trust concept by regarding universal consumers as study principal body. This research aims to further promote the IWOM research system in China. The empirical conclusions unveil some relationship: (1) the cognitive...
How will information from online banks influence the choice of customers? This research uses information processing theory, WOM theory, perceived risk theory and trust theory, in order to find the flow of information from online banks to customers, and the relationships among those issues. Moreover, online banks in Mainland China are the targets of this research.
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