| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 95 === This research investigates how different types of electronic word-of-mouth affect consumer’s attitude and purchase intention. Using the product types drafted by Ratchford (1987）as the moderating variable, this research explores the relation between different types of electronic word-of-mouth and consumers’ product attitude and purchase intention. Ratchford (1987) divided the products into four categories along two dimensions, the consumer “involvement” and “rational vs affective” attitude. An experimental study was conducted using electronic word-of-mouth collected from Internet group discussion forums to find how different types of electronic word-of-mouth (product introduction, positive reviews and negative reviews) affected consumer’s attitude and behavior.
The results indicate that the nature of electronic word-of-mouth did affect consumer attitude toward the product and purchase intention. Major observations include the following:
1. Negative electronic word-of-mouth has resulted in lower attitude and purchase intention for “Low involvement” product.
2. No significant difference exists between different types of electronic word-of-mouth for “High involvement” product.
3. For “Rational product”, neutral message that only provided product description” turned out to create higher satisfaction, while positive and negative word-of-mouth had no significant effect on consumer attitude and purchase intention.
4. For “Affective product”, positive electronic word-of-mouth has more satisfaction on the consumer’s attitude and purchase intention.
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