The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example

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 b...

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Main Authors:	Hsieh Shen-Ta, 謝昇達
Other Authors:	Hsieh,Kun-Lin
Format:	Others
Language:	zh-TW
Published:	2013
Online Access:	http://ndltd.ncl.edu.tw/handle/81088623452413839389

id	ndltd-TW-100NTTU0396002
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spelling	ndltd-TW-100NTTU03960022016-03-23T04:14:10Z http://ndltd.ncl.edu.tw/handle/81088623452413839389 The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example 首因與近因效應在負面電子口碑對手機產品消費者之影響-以國立台東大學資管系學生為例 Hsieh Shen-Ta 謝昇達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 Hsieh,Kun-Lin 謝昆霖 2013 學位論文 ; thesis 74 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	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
author2	Hsieh,Kun-Lin
author_facet	Hsieh,Kun-Lin Hsieh Shen-Ta 謝昇達
author	Hsieh Shen-Ta 謝昇達
spellingShingle	Hsieh Shen-Ta 謝昇達 The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
author_sort	Hsieh Shen-Ta
title	The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
title_short	The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
title_full	The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
title_fullStr	The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
title_full_unstemmed	The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example
title_sort	primary and recency effect on electronic word of mouth to cell phone consumers - taking of department of information science and management systems in national taitung unerversity students example
publishDate	2013
url	http://ndltd.ncl.edu.tw/handle/81088623452413839389
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The Primary and Recency Effect on Electronic Word of Mouth to Cell Phone Consumers - Taking of Department of Information Science and Management Systems in National Taitung Unerversity Students Example

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