The Effects of Self-Experience and Brand Awareness on Consumer Trust toward Electronic Word-of-Mouth
| Autor: | HSU, HSUEH-FANG, 徐雪芳 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 When consumers collect the electronic Word-of-Mouth(eWOM), self-experience and brand awareness information which one is the most impact of trust to influence eWOM? The study apply empirical studies to recognize both eWOM and brand awareness which impact trust to eWOM before and after consumers self experience. In order to enhance the reliability to the empirical study of results, the research applies field study method as the study 1 designed 2 (eWOM: positive V.S. negative)*2 (self-experience: positive V.S. negative) dimensions, the study II designed 2 (eWOM: positive V.S. negative) * 2 (self-experience: positive V.S. negative) * 2 (brand awareness: high V.S. low) dimensions as well. The study demonstrates that (1)self-experience of consumers without moderate effect to affect the trust on eWOM. (2)Both positive and negative self-experience with significant differentiation in eWOM trust at positive eWOM in case, meanwhile the eWOM trust of positive self-experience is higher than the negative self-experience. (3)When brand awareness is high, there are no significant differentiation effect between positive and negative self-to eWOM trust while the brand awareness is high. Moreover, if the brand awareness is low, eWOM trust in negative experience is higher than positive experience. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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