| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 94 === With the rise of the Internet, there are increasing communication channels. However, due to the time and ability limitation, people would not examine every message one by one. They will seek and deal with the information that meets their decision need. Based on ELM theory, this study aims to find how online negative word-of-mouth messages affect product attitude for different brand awareness and consensus. Furthermore, when there are different evaluations toward the new product in online forum, what the cognition and attitude that people have, the logic underlie is the cause of this study.
Accordingly, this study focuses on negative word-of-mouth that has greater effect, taking experimental design approach to carry out 2*2 tests and the outcomes are as follows:
1. Under the online negative word-of-mouth, different brand awareness has the significant difference to product attitude. Moreover, people have the worse attitude toward the high brand awareness product.
2. The degree of common consensus will affect receiver’s attitude toward product. And the high consensus of the message makes people have lower evaluation on it.
3. Considering different involvement degree consumers, whether the high or low brand awareness makes no difference on product attitude for consumers.
4. The higher the level of a person’s education is, the more the person will be affected by online negative information.
5. There are no significant differences in willingness of disseminating for both genders.
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