The Effects of Message Appeal of E-WOM on E-WOM’s Reader： The Moderating Role of Product Type

• Main Authors: Ming-De Lin, 林明德
• Other Authors: Heng-Hui Wu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/k34spb

碩士 === 靜宜大學 === 企業管理研究所 === 97 === In recent years the Internet has become an indispensable tool in people''s everyday lives. For research pertaining to Message Appeal (can be dived to Rational Appeal and Emotional Appeal), scholars have traditionally used past advertisements as primary reference. However, this is a new approach to research because the references used are primarily E-WOM (electronic word - of - mouth). In this study, Message Appeal has been categorized to identify E-WOM. The moderating role of product type (Search and Experience Product) to probe into the E-WOM reader''s attitude and effect toward E-WOM. ( Purchase Intentions, Product Attitude and Product Belief). Additionally, ''Quasi-Experimental Design'' method was used on graduate and postgraduate students of the Business Administration department at Providence University to collect data which was further analysed via Hierarchical Multiple Regression Analysis. The result of this study demonstrates that Message Appeal, both Rational and Emotional, has tremendous positive effects on E-WOM readers'' attitudes and effect towards E-WOM. Rational Appeal categorized with Search Product has shown an obvious positive effect on E-WOM readers'' attitude and effect towards E-WOM. Emotional Appeal categorized with Experience Product has shown no obvious positive effect on E-WOM readers'' attitude and effect towards E-WOM. Within academics, the contribution of this study is to use Message Appeal towards the completion of E-WOM research. For industries, the practical contribution is that they can use this study as a reference that when The Moderating Role of Product Type is Search Product and Rational Appeal, Message Appeal can help to sell the product.