The Boomerang Effect of Positive Word-of-Mouth: Understanding Switching Intentions in the Mobile Payment Market
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资源简介：
This dataset analyzes the direct effect of positive and negative word-of-mouth, peer influence, alternative attractiveness, and trust in the incumbent provider on users' intentions to switch. It also examines the mediating role of alternative attractiveness in the relationship between positive WOM, and switching intentions; the mediating role of trust in incumbent service in the relationship between negative WOM and switching intentions.
创建时间：
2025-01-01
