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The Research On The Effect Of Negative EWOM To Consumer's Brand Attitude

Posted on:2012-07-21Degree:MasterType:Thesis
Country:ChinaCandidate:Y J ZhangFull Text:PDF
GTID:2189330335963176Subject:Business management
Abstract/Summary:PDF Full Text Request
Since the beginning of the 21st century, with the deepening influence of the network to people's life, ewom has generated an unprecedented influence on consumer's purchase decisions and corporate brand molding. Because the network has some futures such as diversity, information permanent preservation, consumers usually confront the Internet word of mouth containing some positive and negative comments which involve the information collection about the product attributes. The current related ewom tendentiousness research only mostly alone the positive or negative attention, and the research on double-sided ewom are rare. On the other hand, many relevant ewom researches focus on the influence of ewom information features for consumers about quantity and express quality from the perspective of information processing, So, It is necessary for us to research how double-sided ewom information will affect consumers.This study,based on dual role of information processing theory, ELM model and double-sided information,is to explore the effect of negative word of mouth proportion and the importance in internet to consumer brand attitude, and the consumer involvement role in this process. Of a 2*2*2 between subjects design, plus a comparison group of pure positive, study found that the negative word of mouth proportion and the importance were negatively correlated with consumer brand attitude, and compared with the purely positive word of mouth, low negative word of mouth information has no significant negative impact on consumer brand attitude. In addition, as the network information of the normative role of word of mouth, negative word of mouth has more significant impact on consumer brand attitude when low involvement than high involvement. It reflects the importance of the negative word of mouth all has significant impact on brand attitude however the involvement level, and when in low involvement than high involvement situation there are more significant. These conclusions will be useful to the management of ewom.
Keywords/Search Tags:Double-sided eWOM, Dual-process theory, Two-sided persuasion, Involvement, Elaboration likelihood model
PDF Full Text Request
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