Investigating Why Consumers Provide Good／Bad Word-of-Mouth Online-Based on Justice Theory and Social Exchange Theory
| Autor: | Yu-Hsiang,Peng, 彭瑜翔 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The exchange and transmission of information is getting more and more convenient and fast because of the popularity of Internet. Many research have shown that comments create by internet users strongly affect the reputation of online stores recognized by internet users because the information is more reliable and less business-like. Exhaustive and graphical product using experience contributed by enthusiastic users show more detail and quality of the product. In contrast to the commercial advertisement, internet product experience attracts more attention from customers and is more valuable. Good product experience sharing on the internet strengthen trustiness between customers and stores, at the same time, bad product experience cause negative postpone purchasing. Product experience sharing on the internet strongly affects the purchase decision of new buyers. The research bases on Justice Theory and Social Exchange Theory to verify the factors affect experienced users sharing good and bad product experience when experience difference happened. The research is going to help store owners increase the possibility of users to sharing good product experiences on internet, and not sharing bad experience with others. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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