Swing of Preference: The Influence of Online Word-of-Mouth on Consumer Preference
| Autor: | Jyun-hao Lin, 林俊豪 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Past research on consumer motivated reasoning often use impersonal product information (e.g., surveys, magazines) to examine the mechanism. Nowadays, since the internet developed fast, the online word-of-mouth has become important sources for consumer to refer to before purchase. The present research adopts personal online word-of-mouth and demonstrates that consumer motivated reasoning is ruined by the valence of online word-of-mouth. Specifically, for consumer with prior preference, knowing the positive word-of-mouth about the product in the choice set will not enhance their preference toward the preferred choice, however, knowing the negative word-of-mouth about the product in the choice set will decrease their preference toward the preferred choice (experiment 1). And to rule out the contexts we design in experiment 1 may raise consumer’s temporal perspective to be proximal, we manipulate consumer’s temporal perspective (distant vs. proximal) and replicate the finding in experiment 1(experiment 2). Furthermore, these findings are confirmed even when we lower the quality of word-of-mouth to conduct a strict test for our hypothesis (experiment 3). Finally, we show that the strength of the preference is the boundary condition of our claim which means that for consumer with strong prior preference, knowing the positive word-of-mouth about the product in the choice set will enhance their attitude toward the preferred choice, however, knowing the negative word-of-mouth about the product in the choice set will decrease their attitude toward the preferred choice; conversely, for consumer with weak prior preference, we reconfirm our claims(experiment 4). |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|