| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 96 === Today, in this rich Internet application development environment, more and more consumers are starting to use electronic word-of-mouth (eWOM) to exchange interpersonal information, such as recommending a product, publication use attainment. When people felt bad or had negative experiences after consumption of products, providing negative eWOM would be motivated. In the present research, few of studies in deceptive eWOM have been discussed. According to prior research has shown that lies can occur as frequently as once in every three social interactions (DePaulo et al. 1996). In consumption settings, there are a variety of ways in which individuals might deceive others, such as misrepresenting where they purchased a product, lying about the brand name of a product, or even falsely indicating whether or not they purchased a product at a discounted price.
Therefore, using social comparison theory (Festinger, 1954) as a theoretical framework, when individuals perceive social comparison information (small vs. large and relevant vs. irrelevant) as threatening, their willingness to provide the intention and behavior of deception eWOM. Besides, it also demonstrated persons scoring high in attention-to-social-comparison-information (ATSCI) are aware of the reactions of others to their behavior and are concerned about or sensitive to the nature of those reactions, and in order to fear of negative evaluation, will be take some action, for example: deception.
Taking the research findings, when price is small, an individual will be more willing to deceive to a relevant versus an irrelevant comparison target. When price is large, differences in the willingness to deceive to a relevant versus irrelevant comparison target will be mitigated. Therefore, it also demonstrated persons scoring low in ATSCI, differences in the willingness to deceive to a large versus small price will be mitigated. It demonstrated persons scoring high in ATSCI, an individual will be more willing to deceive to a high versus low price. According to the interview, is also demonstrated that it will generate the intention of deception positive eWOM and the intention and behavior of deception negative eWOM. And it truely have some deception positive eWOM and deception negative eWOM in the on-line world, but not often occur.
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