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The influence of electronic word-of-mouth on consumer¡¦s product attitude and purchase intention

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.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0213107-181640
Date13 February 2007
CreatorsKe, Ching-Ching
ContributorsHsiang - Chu, Lai, Ting-Pen, Liang, Ya-Ching, Lee
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0213107-181640
Rightscampus_withheld, Copyright information available at source archive

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