| Summary: | 碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 100 === The growth in mobile communications has resulted in diverse cellular phone products. However, consumers choose products based on recommendations received not only by word of mouth, but also from cyberspace communities such as web forums, bulletin boards, and blogs. In psychological terms, one result is cognitive bias, i.e., subjects tend recall information presented early better than they recall information presented later on, and this research is spawned from this theory.
This work experimentally compared primary effects and recency effects in terms of: the time interval between negative word of mouth, receiving serial, and formation. The SPSS 12.0 software was used for analysis and hypothesis testing. The analytical results showed that the primary effect and recency effect were unassociated with the above factors. Finally, this work concluded with suggestions for optimizing word-of-mouth marketing strategies by considering primary and recency effects.
Keyword：Electronic WOM、Negative WOM、Primary Effect、Recency Effect
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