The influence of the contents of online customer review and eWOM on the spread of WOM and consumers’ purchasing intention

• Main Authors: Ming-Hsiu Lu, 呂明修
• Other Authors: Shu-Hsun Ho
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04126472661003693191

碩士 === 靜宜大學 === 企業管理研究所 === 98 === This study is investigating how the length of a sentence and the detail of its content influence consumers’ purchasing intention in the qualities of online customer review. Because it is hard to estimate the quality of a product before purchasing, consumers usually make their decisions by searching for its evaluation online to have better understandings of a product. With the rapid development of the internet, electric word-of-mouth (eWOM) is no longer spread by talking face to face and consumers can get mass information of a product more easily than before. The online evaluation system provides other consumers’ experiences as reference for one to decrease the risks of purchasing. Moreover, the internet also provides a platform where the users may post their messages or articles anonymously without limitation so eWOM has been increased massively. Therefore, this study aims to talk about if the large number of eWOM influences the factors of consumers’ purchasing intention when consumers encounter such mass eWOM. This study uses experimental design with 2×2×2=8 treatments and chooses movies as the experimental product.