Because of the popularity of the internet, consumers make purchase decision based on online word-of-mouth recommendation. However, this is risky. Many consumer find that what they buy is not quite the same as the online word-of-mouth recommends. Consumers may therefore generate Cognitive dissonance. Despite the bad experience, Internet users still make purchase decision based on word-of-mouth recommendation afterward. This study investigates the relationships among cognitive dissonance of online word-of-mouth users, the risk relieve strategies, and trust. The results find that consumers with inertia prefer store image as risk relieve strategy the most, consumers with over-confidence prefer shopping the most. It is found that inertia and over-confidence positively affect trust. This research contributes to theory by applying the theory of cognitive dissonance in the finance management field to consumer online word-of-mouth behavior and by designing the questionnaire, this paper also provides empirical evidence to support the validity and credibility of the construct items. It makes acaedemic contribution by examining effects of cognitive dissonance on risk strategy and trust.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0714111-023034 |
| Date | 14 July 2011 |
| Creators | Wu, Cheng-ying |
| Contributors | Shu-chuan Yeh, Ya-ching Lee, Ying-hui Liu |
| 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-0714111-023034 |
| Rights | withheld, Copyright information available at source archive |
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