The effect of eWOM, two-sided advertising and situational involvement on consumer attitude --The advantage and risk of two-sided advertising

• Main Authors: Lee, Jou Hsuan, 李柔萱
• Other Authors: 邱志聖
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/33s623

碩士 === 國立政治大學 === 國際經營與貿易研究所 === 102 === With the rapid development of the network platform , consumers are able to search and share a variety of consumption experiences through the Internet. Electronic word of mouth (eWOM) has become a more reliable reference information of products and services. In contrast, those traditional pompous advertising has weaker marketing effects for products and service. This study aimed to explore the influence of eWOM, one or two -sided advertisement, and situational involvement toward consumer attitudes . More importantly , this study expect to explore if two-sided ad has the ability to reduce the damage of negative eWOM. The study used a 2 ( situational involvement : high, low ) × 2 ( ad message: one-sided, two-sided ) × 2 ( eWOM : positive tendency, negative tendency ) three-factor experimental design. The result has several findings : First , the positive-tendency eWOM has a significant positive impact on ad-trust, ad-recognition, product- recognition, product-likeness and purchase intention. Second, the trust in ad seems to be impaced by situational involvement and one or two-sided ad . Subjects with high situational involvement have no significant differences in trust of one or two sided-ad. While subjects with low situational involvement have higher degree of trust in one-sided ad , and lower degree of trust in two-sided ad. Third , ad-recognition seems to be impacted by the type of ad and the tendency of eWOM . When the subjects read a one-sided ad , their recognition of one-sided ad have been significantly impacted by positive or negative eWOM; When subjects read a two-sided ad , their recognition of one-sided ad haven’t been significantly impacted by positive or negative eWOM. Forth, eWOM-recognition seems to be impacted by the type of ad and the tendency of eWOM, too . When the subjects read a one-sided ad , their recognition of positive or negative eWOM have significant difference. When subjects read a two-sided ad , their recognition of positive or negative eWOM have no significant differences. Overall, the study points out the deep influence of eWOM on consumer attitudes, which remind manufacturers must take a more proactive actions. The study also discusses the benefits and risks of two-sided ad, such as reducing the influence of negative eWOM but also lower the ad-recognition , giving manufacturers a reference for strategy development .