Belief and Attitude Changes in the Dissemination Process of Deceptive eWOM: A Longitudinal Study

• Main Authors: Shih Chuan-Feng, 施權峰
• Other Authors: Huang Shiu-Li
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/63h9kd

碩士 === 國立臺北大學 === 企業管理學系 === 103 === To minimize risk, consumers seek out electronic word-of-mouth (eWOM) from others before making purchasing decisions. However, more and more companies create deceptive eWOM, disguising promotional messages as user-generated product reviews in order to attract and retain consumers. For the lack of empirical studies on deceptive eWOM and its long-term effects, this study is the first longitudinal study to examine consumers’ belief and attitude changes in the dissemination process of deceptive eWOM. The research findings can provide preliminary knowledge and understanding of the effects of deceptive eWOM and guide firms to develop more effective eWOM marketing while getting avoid of the damage of brand image and reputation.