This research investigates how different types of electronic word-of-mouth affect consumer¡¦s attitude and purchase intention. Using the product types drafted by Ratchford (1987¡^as the moderating variable, this research explores the relation between different types of electronic word-of-mouth and consumers¡¦ product attitude and purchase intention. Ratchford (1987) divided the products into four categories along two dimensions, the consumer ¡§involvement¡¨ and ¡§rational vs affective¡¨ attitude. An experimental study was conducted using electronic word-of-mouth collected from Internet group discussion forums to find how different types of electronic word-of-mouth (product introduction, positive reviews and negative reviews) affected consumer¡¦s attitude and behavior.
The results indicate that the nature of electronic word-of-mouth did affect consumer attitude toward the product and purchase intention. Major observations include the following:
1. Negative electronic word-of-mouth has resulted in lower attitude and purchase intention for ¡§Low involvement¡¨ product.
2. No significant difference exists between different types of electronic word-of-mouth for ¡§High involvement¡¨ product.
3. For ¡§Rational product¡¨, neutral message that only provided product description¡¨ turned out to create higher satisfaction, while positive and negative word-of-mouth had no significant effect on consumer attitude and purchase intention.
4. For ¡§Affective product¡¨, positive electronic word-of-mouth has more satisfaction on the consumer¡¦s attitude and purchase intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0213107-181640 |
| Date | 13 February 2007 |
| Creators | Ke, Ching-Ching |
| Contributors | Hsiang - Chu, Lai, Ting-Pen, Liang, Ya-Ching, Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0213107-181640 |
| Rights | campus_withheld, Copyright information available at source archive |
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