Titel: Från eWOM till köpintention – En studie om hur valens och argumentkvalitet i en recension påverkar konsumentens köpintention  Nivå: C-uppsats, examensarbete i ämnet företagsekonomi  Författare: Tobias Fält & Viktor Hamwi  Handledare: Jonas Kågström  Datum: 2019 - januari  Syfte: Syftet är att analysera vilken roll valens och argumentkvalitet i en restaurangs onlinerecensioner har för påverkan på konsumentens köpintention. Metod: Studien använder sig av en kvantitativ forskningsmetod med en webbaserad enkätundersökning som grund för det insamlade materialet. Den webbaserade enkätundersökningen samlade in totalt 157 svar från respondenter. Därefter analyserades de insamlade svaren i SPSS där deskriptiv analys, korrelationsanalys, faktoranalys, t-test och klusteranalys genomfördes. Resultat och slutsats: Resultatet av studien visar att valens har en direkt påverkan på konsumentens köpintention. Vidare visade resultatet att negativa recensioner har en större påverkan på konsumentens beteendemässiga intention än positiva recensioner, vilket styrker forskningen som påvisar att negativitetseffekten är aktuell. Studien fann också att argumentkvalitet inte har en signifikant påverkan på köpintentionen.  Uppsatsens bidrag: Uppsatsen bidrar till den befintliga forskningen genom att styrka att negativitetseffekten gäller även för restauranger, vilket belyser vikten i att behandla negativa recensioner då de kan spela en roll i restaurangens rykte och försäljning.  Förslag till vidare forskning: Vi ser gärna att framtida studier fokuserar på samma ämne, men med fler respondenter då vi inte fann något statistiskt samband mellan köpintention och argumentkvalitet. Framtida studier bör även fokusera på liknande tjänster då vi ser en överrepresentation av produkter som forskningsunderlag i denna typ av undersökningar.  Nyckelord: eWOM, recensioner, köpintention, valens, argumentkvalitet. / Title: From eWOM to purchase intention – A study of how valence and argument quality in a review effects a consumer`s purchase intention  Level: Final assignment for Bachelor Degrees in Business Administration  Author: Tobias Fält & Viktor Hamwi Supervisor: Jonas Kågström Date: 2019 - January   Aim: The aim of this paper is to analyze the role of valence and argument quality on restaurants online reviews, and its impact on customers purchase intention. Method: This paper used a quantitative research method with a web-based survey as the basis for the collected material. The web-based survey collected a total of 157 responses from respondents. The collected answers were later analyzed in SPSS where descriptive statistics, correlation analysis, factor analysis, t-test and a cluster analyses were performed. Results and conclusion: The results show that valence has a direct impact on the consumer purchase intention. Furthermore, the results show that negative reviews have a greater effect on the consumer behavioral intention than positive reviews, which strengthens previous studies that show the relevance of the negativity effect. The study also shows that argument quality does not have a significant effect on the consumer’s purchasing intention.  Contribution: This study has contributed to previous research by demonstrating that the negativity effect is applied to restaurants as well, which shows the importance of addressing negative reviews as they can have an impact on a restaurant’s reputation and sales.    Further Research: We would like to see future studies focusing on the same subject, but with a larger number of respondents as seen as we could not find a statistical connection between purchasing intention and argument quality. Future studies should also focus on similar services since we see an overrepresentation of products as subject of examination in this field. Keywords: eWOM, reviews, purchase intention, valence, argument quality

<p>Studien undersökte om de personer som anser sig vara minst sårbara för att bli manipulerade är de som främst manipuleras av reklam. En experimentell design användes där 204 studenter bedömde sitt intryck av en reklam, vars manipulationsgrad varierade. Ett frågeformulär som mätte upplevd osårbarhet mot manipulation fylldes även i. Deltagarna ansåg att de var relativt osårbara mot att manipuleras samt att andra påverkades mer av reklam än de själva. Hypotesen att de personer som anser sig vara minst sårbara för att bli manipulerade är de som främst manipuleras bekräftades inte. Studien lyckades dock inte manipulera reklamernas manipulationsgrad på ett tillfredsställande sätt, därav bör framtida forskning utveckla ett reliabelt mätinstrument innan de undersöker sambandet mellan illusionen av osårbarhet och att manipuleras.</p>

Studien undersökte om de personer som anser sig vara minst sårbara för att bli manipulerade är de som främst manipuleras av reklam. En experimentell design användes där 204 studenter bedömde sitt intryck av en reklam, vars manipulationsgrad varierade. Ett frågeformulär som mätte upplevd osårbarhet mot manipulation fylldes även i. Deltagarna ansåg att de var relativt osårbara mot att manipuleras samt att andra påverkades mer av reklam än de själva. Hypotesen att de personer som anser sig vara minst sårbara för att bli manipulerade är de som främst manipuleras bekräftades inte. Studien lyckades dock inte manipulera reklamernas manipulationsgrad på ett tillfredsställande sätt, därav bör framtida forskning utveckla ett reliabelt mätinstrument innan de undersöker sambandet mellan illusionen av osårbarhet och att manipuleras.

Since its commencement, the radio industry has been facing challenges from new media such as TV and later, the Internet. Nowadays, radio is widely regarded as a traditional medium that is fading away. However, the audio-oriented media feature of radio endows itself with a unique niche that could not be replaced by other video media. That is why radio advertisements are especially favored by advertisers. This research applies the Elaboration Likelihood Model (ELM) to radio advertising research, aiming to deliberate the persuasion effect of radio advertisements, which would be one of the few advertising-related studies in our country recently. This research utilizes the experimental method, a 2 (strong or weak argument quality) by 2 (reliable or attractive communicator quality) between-subject factorial design. 160 participants were randomly assigned to 4 experimental conditions, each with different stimulus of experimental ads. In addition, this study considers the degree of involvement with the advertised product as the mediating variable. In this research, the results shows that high-involvement subjects are mainly influenced by the argument quality in the radio ads. When high-involvement subjects are exposed to ads with strong argument quality, better evaluations on the ads , brands, credibility and cognition are generated. In addition, in the research both high-involvement or low-involvement subjects are not obviously influenced by communicator quality factors. However, if the advertisement takes an approach combining strong argument quality with a reliable communicator, high-involvement subjects would generate better attitudinal evaluations on the ads and brands. It is interesting that the advertisement shows an attractive female, the males would generate higher evaluation on brands attitude, credibility, behavior intention about this advertisement.

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How to design effective persuasive information security messages to motivate individuals’ engagement in recommended protective security behaviors has become a top priority in the information security field. Although fear appeals have been shown to be an effective means to influence individuals’ security-related protective behaviors, recent information security research has called for a deeper understanding of recipients’ information processing of messages to design effective fear appeals. Previous IS security research has explored two individuals’ information processing routes of security messages, the central route, and the peripheral route, and has investigated the impacts of central variables, perceived argument quality, and peripheral variables, perceived source credibility, on individuals’ security protective behaviors. However, it is not clear how personal disposition influences the process. Drawing on the elaboration likelihood model (ELM), this dissertation identifies need for cognition as an important factor that influences employees’ information processing (Study 1). Results show that need for cognition significantly moderates the relationship between perceived security argument quality and individuals’ behavioral intention. In addition, although most of the previous research has emphasized the importance of perceived argument quality (the central route) in influencing individuals’ security protective behaviors, the understanding of how to improve individuals’ perception of argument quality is far from conclusive. Thus this dissertation takes the view that the preference matching between message characteristics and recipients’ preference is one of the key mechanisms that increase individuals’ perceived security argument quality and behavioral intention. In particular, I conducted a multi-group experiment design to examine how preference matching, the matching between the rhetoric of a security message and recipients’ preferences for rhetoric (Study 2), influences individuals’ perception of security argument quality and behavioral intention to adopt the recommended security behavior. I found that preference matching significantly influences perceived argument quality and behavioral intention. The results have important theoretical and practical implications for designing effective information security messages to improve information security management in both personal and work environments

有鑑於肥胖人口激增，減重需求大增，瘦身減肥一直是女性所關注的議題之一。然而，瘦身減肥意味著某些潛在的衝突，例如：少吃多動、美麗自信與損害健康等矛盾情結，這種矛盾情結正是雙岐態度的特徵。態度包含了情感、認知、行為意圖三種層面，在預測閱聽人的行為意圖時，態度往往是最佳指標。過去的研究發現雙岐態度的高低會影響閱聽人的訊息處理途徑，因此本研究企圖以雙岐態度理論與推敲可能性模式（elaboration-likelihood model，簡稱ELM）來解釋廣告訊息的強弱如何透過雙歧態度而影響廣告效果。 研究結果主要發現，廣告訊息的強弱論點有穩定且一致的主要效果，表示強論點的廣告訊息在廣告、瘦身與產品態度三方面都會產生較正向的評價。雙歧態度高低則無顯著差異，而在部分條件下，強弱論點與雙歧雙歧的交互作用達顯著差異，也就是說低雙歧的人對於強論點的廣告訊息有較正向的廣告效果反應，顯示出雙歧態度對廣告訊息的調節作用。此外，瘦身產品的物理或化學性質對瘦身廣告與瘦身產品的態度都顯著性的影響，女性對於化學性質的瘦身產品有較佳的廣告態度與產品態度。本研究結果隱含著雙歧態度未來研究發展之建議與廣告行銷上的實務策略，雙歧理論仍有待後續研究考證；而行銷業者則必須注意廣告訊息的編碼是否有效，另外，消費者與閱聽人的態度不僅是行為的最佳指標，也是調節廣告效果的要重因素。最後提出研究限制與後續研究發展。 / According to the increase of fatness population and the need of weight-loss, women always pay close attention to reduce weight. However, to lose weight means some potential conflicts, such as less assimilate and more exercise；beauty, confidence and the risk of ruin health. This kind of contradictory complexes are the typical characteristic of ambivalence attitude. On predicting the behavior attention of the audience , the best index is attitude which is composed of affection, cognition, and behavior. Past research has found the level of ambivalence influence the information process of the audience, for this reason, the present research designs to integrate ambivalence attitude and ELM to explain how the argument of AD influence the effects of AD by ambivalence. The main results of the study show the strong arguments of AD are stable and consistency and the ambivalence attitude have no impacts on the effect of AD. In particular situation, the ambivalence attitude has moderation on AD effects. Moreover, the attribution of weight-loss products made some differences evaluation on AD attitudes and product attitudes. The datum reveal women preference chemical weight-loss products, favor chemical weight-loss AD. The results imply that the improvement of ambivalence theory and the suggestions on practical marketing. Further, the attitude of the audience is not only the best index of behavior, but also the significant factor on moderating the AD effects. In conclusion, address the restriction of the present study and the direction of follow-up research.

<p>U radu je istraženo kako čitaoci prihvataju savete na blogovima. U<br />radu je integrisan model prihvatanja tehnologije (eng. Technology<br />Acceptance Model) sa dualnim procesnim modelima informacionog<br />uticaja, a u cilju dobijanja teorijskog modela za prihvatanje saveta. U<br />modelu je istaknut značaj korisnosti i kredibilnosti saveta kao<br />medijatora u procesu prihvatanja saveta.<br />Dualni procesni modeli su u radu primenjeni u cilju otkrivanja<br />faktora koji doprinose korisnosti informacija, u različitom<br />postupku obrade tih informacija. Istraživanje je sprovedeno na<br />SAAS platformi Beeshaper. Primenjena je mešovita metoda<br />istraživanja. Prvo je sproveden intervju na uzorku od 25 blogera od<br />uticaja. Nakon toga je sprovedeno kvantitativno istraživanje sa 356<br />korisnika koji dobijaju savete na blogovima. Istraživanjem je potvrđen<br />predloženi model.<br />Komunikacija na internetu sve više dobija na značaju u poslednjim<br />godinama. Rezultati istraživanja predlažu model za razumevanje<br />transfera znanja na platformi bloga, kroz računarski podržanu<br />komunikaciju.</p> / <p>The paper explores the way readers accept advice on blogs. The paper<br />integrates the Technology Acceptance Model with dual process information<br />model, in order to obtain a theoretical model for advice adoption. The model<br />emphasizes the importance of the usefulness and credibility of eWOM as the<br />mediators in the process of advice adoption.<br />Dual process models are applied in the paper to identify the factors that<br />contribute the usefulness of information, in a different process of elaboration<br />of these information. The research was conducted on the SAAS platform<br />Beashaper. A mixed method of research was conducted. The first part of the<br />reseach was an interview with the sample of 25 influencers. After qualitative<br />part of the study, a quantitative survey was conducted on the sample of 356<br />users who adopted blog advice. The study confirmed the proposed model.<br />Communication on the Internet is gaining significance in the recent years.<br />This research suggest a model for understanding knowledge transfer on the<br />blog platform, through computer-based communication.</p>