碩士 / 國立臺灣大學 / 商學研究所 / 94 / With the advances of the Internet and web technology in recent years, consumers have been able to search information through a new channel -- Internet forum. Current research literatures about word-of-mouth (WOM) mostly focus on the effect of interpersonal influence; however, studies on Internet’s WOM message and in particular its effects on on-line shopping mall are limited. As a result, this research studies how consumers’ perception toward a on-line shopping mall is influenced by WOM message and changed by the shopping mall’s response strategies.
In this research, experiments based on a 2×2×2×2×2 design were conducted to manipulate three independent variables: message number (many vs. few), message structure (positive first then negative vs. negative first then positive), and the shopping mall’s response strategies (plain vs. context-relevant). Consumers’ online shopping experience and involvement served as the moderator variables. Based on the survey results conducted on the web, several conclusions are drawn below:
1. On the Internet forum, the larger the message number is, the greater persuasion effects are. But the message number has little effect on high-involvement shoppers.
2. There are significantly positive effects when the messages are structured as positive first then negative. But the message structure has little effect on experienced shoppers.
3. The persuasion effects of positive first then negative messages will be significant only if the number of messages on the Internet forum is large. On the other hand, such persuasion effects won’t be significant if there are limited messages.
4. The message number has a more significant influence on the low-involvement shoppers’ perception than the message structure does. But high-involvement shoppers’ perception is not influenced by both message number and message structure.
5. Positive effects of changing consumers’ perception can be obtained if an on-line shopping mall adopts a response strategy to the customers’ WOM messages. Such effect is more significant if a context-relevant strategy is adopted on non-experienced shoppers or high-involvement shoppers.
6. To experienced and high-involvement shoppers, the effects of changing consumers’ perception is indifferent between two response strategies. A context-relevant strategy increases the purchase desire of non-experienced and low-involvement shoppers.
| Identifer | oai:union.ndltd.org:TW/094NTU05318003 |
| Date | January 2006 |
| Creators | Hsin-Hua Chien, 錢欣樺 |
| Contributors | , 郭瑞祥, 蔣明晃 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 92 |
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