| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 103 === Companies have begun to take electronic Word-of-Mouth seriously as the major influence to the purchase intention of the consumers. In order to hide their strong motivation of business, companies hire paid posters to transfer the product reviews or share the using experience as customers to achieve the purpose of wom marketing. Once such behavior was revealed, the consumers found they were been deceived.The brand attitude they own would easily from positive to negative, and could damage the brand image which companies take a lot of effort to create.
However, in addition to eWOM as an important basis, when consumers have the real experience by using the products or have commented publicly after experiencing the product before purchasing, it is hard for us to distinguish whether their purchase intentions are affected by paid posters or not. Consumers would have affective commitment of product if they have had the experience of using before purchasing then feel satisfied with the product and give some positive comments publicly after purchasing. Therefore, when paid poster has been disclosed, and because of the marketing way companies use to cheat the consumers and the positive reviews to product by individual would conflict with each other. Whether consumers will choose to give up purchasing or continue supporting the products is worthy to be discussed.
Two experiments through this study explore the following questions：(1) Whether eWOM would affect products reviews, product attitude and purchase intention under the situation of unknowing of paid poster; (2) When the information behind the scenes of paid poster has been disclosed, whether the consumers would slow down the impact of reduced product reviews, product attitude and purchase intention after disclosure due to previously product experience and comment behavior.
The study suggests that companies should take honesty as their main principle. If companies can’t avoid using the paid poster, giving consumers some free trials and encouraging the behavior of publishing positive comments publicly are good ways for increase the consumer’s positive attitude.
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