How online and offline selling channels affect word-of-mouth among customers

Abstract

In the marketing area, product selling channels and word of mouth are two objectives which often referred by people. For companies, choosing appropriate product selling channels can be their strategy, and word of mouth among customers can be feedback, which is useful to companies. To figure out whether there is a relationship between product selling channels and word of mouth among customers, this research applied the ABC model of attitude to present customers' attitudes, which work as a bridge to connect product selling channels and customers' evaluation. This research takes specific attributes of the product selling channel as bases to dig out the interrelationship among product selling channels, customers' attitudes and word of mouth among customers.