The Difference in the Effects on Consumers’ Behavior between Positive and Negative Electronic Word-of-Mouth (eWOM)

• Main Authors: Yu-Jyuan Su, 蘇于娟
• Other Authors: Chiang, I-ping
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/62579105294790593614

碩士 === 國立臺北大學 === 資訊管理研究所 === 95 === Electronic word-of-mouth (eWOM) is that people share their feelings and experience with other internet users online via several communication tools such as personal weblogs, bulletin board system (BBS), forums, and instant messenger. Since intenet becomes a powerful communication channel recently, eWOM can play a much bigger role for marketing purposes. This study tries to analyze the impacts of disseminated gourmet eWOM on the receivers’ perception and behavioral intention. This study collected 1200 samples each for testing the influence of positive and negative eWOM respectively to find out the differences the impacts on consumers’ between positive eWOM and negative eWOM. First, we weighed the importance of each element of positive eWOM and negative eWOM. Second, we tested the effects of both positive and negative eWOM. The results showed that both eWOM had significant influence on receivers’ perception and behavioral intention. Third, we found out that positive eWOM had more influence on receivers’ consumptions and substitution for other information. Moreover, negative eWOM had more effects on receivers not to recommend others to visit. Finally, we developed three causal models and find out model C, which weigh in the importance of all eWOM elements to receivers’ perceptions, had the best fit to measure eWOM effects. Further discussions and suggestions for theoretical and practical studies are also provided.