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 University Students Example

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 102 === 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...

Full description

Bibliographic Details
Main Authors:	Hsieh Shen-Ta, 謝昇達
Other Authors:	Kun-Lin Hsieh
Format:	Others
Language:	zh-TW
Published:	2013
Online Access:	http://ndltd.ncl.edu.tw/handle/96445180498942316829

id	ndltd-TW-102NTTU5396001
record_format	oai_dc
spelling	ndltd-TW-102NTTU53960012017-06-25T04:38:19Z http://ndltd.ncl.edu.tw/handle/96445180498942316829 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 University 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-以國立臺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 102 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. Kun-Lin Hsieh 謝昆霖 2013 學位論文 ; thesis 75 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 === 102 === 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.
author2	Kun-Lin Hsieh
author_facet	Kun-Lin Hsieh 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 University 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 University 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 University 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 University 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 University 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 University 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 university students example
publishDate	2013
url	http://ndltd.ncl.edu.tw/handle/96445180498942316829
work_keys_str_mv	AT hsiehshenta theprimaryandrecencyeffectonelectronicwordofmouthtocellphoneconsumerstakingofdepartmentofinformationscienceandmanagementsystemsinnationaltaitunguniversitystudentsexample AT xièshēngdá theprimaryandrecencyeffectonelectronicwordofmouthtocellphoneconsumerstakingofdepartmentofinformationscienceandmanagementsystemsinnationaltaitunguniversitystudentsexample AT hsiehshenta shǒuyīnyǔjìnyīnxiàoyīngzàifùmiàndiànzikǒubēiduìshǒujīchǎnpǐnxiāofèizhězhīyǐngxiǎngyǐguólìtáidōngdàxuézīguǎnxìxuéshēngwèilì AT xièshēngdá shǒuyīnyǔjìnyīnxiàoyīngzàifùmiàndiànzikǒubēiduìshǒujīchǎnpǐnxiāofèizhězhīyǐngxiǎngyǐguólìtáidōngdàxuézīguǎnxìxuéshēngwèilì AT hsiehshenta primaryandrecencyeffectonelectronicwordofmouthtocellphoneconsumerstakingofdepartmentofinformationscienceandmanagementsystemsinnationaltaitunguniversitystudentsexample AT xièshēngdá primaryandrecencyeffectonelectronicwordofmouthtocellphoneconsumerstakingofdepartmentofinformationscienceandmanagementsystemsinnationaltaitunguniversitystudentsexample
_version_	1718463697018421248

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 University Students Example

Similar Items