Effects of Platform and Message Appeal on E-WOM Adoption: A Moderating Role of Product Type
| Autor: | CHANG, YU-SHAN, 張瑜珊 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With the growth of e-commerce, electronic word-of-mouth (e-WOM) has become important source to help customer make purchase decision. This study investigates the effect of message appeal (rational vs. emotional) and e-WOM on platform (marketer-developed platform vs. social media platform) on consumers’ perception of reviews. Additionally, this study conducts product type (search vs. experience) as a moderator to examine the relationships between message appeal and information usefulness, as well as between e-WOM on platform and e-WOM credibility. The experiment of this study conducted a questionnaire with eight scenarios and a total of 305 responses were collected to test the hypotheses. The result confirms that information usefulness and e-WOM credibility have positive effect on e-WOM adoption. Furthermore, rational appeal has greater effect on information usefulness than emotional appeal. With search products, e-WOM on marketer-developed platform indicates a better e-WOM credibility than on social media platform; no significant difference is found when the product type is experience product, however, the effect was greater when e-WOM was on social media platform. We also found that conducted ration appeal on marketer-developed platform had greater effect than conducted emotional appeal; the effect was in contract when the review was on social media platform. Based on these findings, theoretical and practical implications were discussed. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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