The Influence of Different Manipulated Methods of WOM to Affective Commitment

• Main Authors: Ruo-heng Liu, 劉若蘅
• Other Authors: Tom Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/89604862756270996231

碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === In recent years, word of mouth marketing developed rapidly, marketing staff actively use word of mouth marketing to induce consumers to spread reputation of products. Studies have confirmed that the behavior of spreading word of mouth not only affect the recipient, but also senders themselves. Spreading word of mouth can generate senders’ affective commitment. By setting the word-of-mouth content, the research focus on message framing, signature behavior and word-of-mouth quality and want to explore the effects of affective commitment manipulated by different ways to spread word of mouth and the effect of interference of market maven. The research chooses a restaurant to do the field study, and adopts experimental design of 2x2 using ANOVA analysis to verify hypothesis. The results show that, it is not much difference between the two positive message framing, but signature behavior can significantly increase consumer’s affective commitment. And when the word-of mouth quality is better, the affective commitment will be higher.