The Impact of e-WOM on Consumer Brand Knowledge

• Main Authors: Chia-Chian Chang, 詹家倩
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/9xw4db

碩士 === 銘傳大學 === 國際企業學系碩士班 === 95 === According to the latest report from TWNIC shows that up to June 30, 2006, there are 1.5 millions people using internet and accounting for 67.69% in population. It can be seen that the internet plays an important role in human’s daily life. Therefore, this study is focused on the impact of e-WOM on consumer brand knowledge. Moreover, we examine if product involvement and consumer information seeking will play moderating roles between e-WOM and brand knowledge. This study employs the experiment design approach. Six stimulate videotapes are produced, acted and edited. The contents of the videos come from blog, yahoo, and email. Our testers are students of Ming Chung University, totally are 300 respondents. The results of the empirical study show that first, e-WOM, product involvement and information seeking has significantly impacts on consumers’ brand knowledge. Second, product involvement has moderating effect between e-WOM and brand knowledge. The marketing implications of our study are: first, among three e-WOM channels, we find that blog is most useful channel to communication to customers. Therefore, company could use it to process much information about their brand and product and can use it to interact with other consumers and other companies. Second, high involvement products can provide much more information to their consumers, so high involvement products are easier to establish consumer’s brand knowledge. A company provides high involvement products can process more information on their brands, in which to make their consumers to identify their brand. Third, after stimulation to the respondents, compared with low information seeking respondents, high information seeking respondents have significantly higher brand knowledge. Finally, products involvement has moderating effect on e-WOM to brand knowledge. Moreover, Blog has largest effect on brand knowledge. Likewise, if a company can provide a channel for consumer to search more information, consumer will also have more brand knowledge. On the other hand, consumer spend less time on low involvement product, therefore, viral marketing is more suitable for marketing low involvement product.