Commercial manipulation of electronic word-of-mouth with blogs as an exampl

• Main Authors: Tz-Chi Mau, 毛子旗
• Other Authors: Wen-Chin Tsao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/cen98q

碩士 === 國立勤益科技大學 === 企業管理系 === 103 === While corporations hope to manipulate online product reviews to increase the exposure and positive comments about their products or brand and influence consumers, limits imposed by marketing ethics and the law cause corporations to be more wary and cautious when doing so. This study therefore adopted an experimental design to conduct three connected experiments that examine and compare (1) the influences of divulging and hiding sponsorship information on consumers and (2) the influences of four different types of divulging sponsorship information on consumers and determine (3) the influence of the interaction effects between the type of divulging sponsorship information and online community influence on consumers. The objective of this study was to provide corporations with more legal and ethical methods of manipulating online product reviews. The results of this study indicate that (1) hiding the sponsorship information in online product reviews exerts greater influence than divulging sponsorship information; (2) the positive influence of the experiential divulging of sponsorship information is significantly greater than those of monetary divulging or monetary and experiential divulging and presents no significant differences from no sponsorship; (3) the influence of reviews written by bloggers with high online community influence is significantly greater than that of reviews written by bloggers with low online community influence; (4) the influence of the experiential divulging of sponsorship information is significantly greater and more enhanced with bloggers with high online community influence.