Effects of Negative and Positive Electronic Word-of-Mouth and Processing Goal on Receivers’ Attitude toward Product
碩士 === 國立臺灣科技大學 === 企業管理系 === 93 === With the rise of the internet, consumers share and obtain electronic word of mouth, the comments and opinions from other experienced customers via internet, fast and effectively. Relative research articles have suggested that online word of mouth influences consu...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/02899931378923678897 |
| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 93 === With the rise of the internet, consumers share and obtain electronic word of mouth, the comments and opinions from other experienced customers via internet, fast and effectively. Relative research articles have suggested that online word of mouth influences consumers strongly. Online forum is a popular media which customers obtain online word of mouth. This research investigates the asymmetric effect of positive and negative electronic word of mouth based on the prospect theory, and investigates the moderating effect of processing goals based on the Elaboration Likelihood Model (ELM). The results illustrate that the asymmetric effect exists also in the virtual world, which means that the negative electronic word of mouth influences consumers much more that positive ones. No significant moderating effect found.
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