Advertising Effects on E-WOM

• Main Authors: Lin, Pei-Yi, 陳宥伩
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/61929325081868971641

碩士 === 國立交通大學 === 管理科學系所 === 98 === Internet makes information transmitted far and wide. And because of anonymity, consumers now tend to transmit messages by Internet. Those online messages are called “electronic word-of-mouth communication (E-WOM).” Due to some characteristics of E-WOM, for example, high credibility and greater ability to evoke empathy, it makes the influence of E-WOM unimaginable. Furthermore, some say that the effect is greater than advertising. At the same time, does advertising become the supporting role in market place? In this study, the results of analysis are finally distributed into three parts to discuss the questions. They are (a) the influence of E-WOM, (b) the advertising effect under the E-WOM effect,” and the focus topic, (c) the interaction between advertising and E-WOM. There are five main hypotheses to solve the questions. The research was conducted by experimental design to simulate reality that consumers often receive different proportion of positive and negative E-WOM and different amount of advertisements. At first this research referred to previous studies and used a pretest to find the applicable E-WOM and the product, “Philippines Travel.” By Using advertisements provided by “Philippine Department of Tourism - Taiwan Office,” positive and negative travels on blogs, nine experimental groups were composed. In addition, a control group was used to measure preexisting attitudes toward Philippines as a vacation destination. The analysis was observed by comparing “brand attitude and purchase intention” between experimental groups. Results show that (a) when negative E-WOM proportion comes more, consumers’ advertising perceived believability get lower. (b) although the analysis results were not very significant, advertising still affect consumers when there are E-WOM around them. Apart from this, intensity of advertisements brings its effect when the proportions of positive and negative E-WOM are even and when proportion of negative E-WOM is high. But it is not effective in high positive E-WOM situation. Athough the volume of advertisements will affect consumers attitude, it was found in the research that optimal volume of advertising is important. (c) the power of advertising influence are different between high positive E-WOM situation and high nenative E-WOM situation. Advertising mitigates the detrimental effects of negative E-WOM significantly, but when positive E-WOM porpotion is high, the effect power is quite smaller than in the high nenative E-WOM situation.