The Impacts of Message Favorableness and Picture Messages on Electronic Word-of-Mouth

• Main Authors: Nai-Wen Chang, 張乃文
• Other Authors: Lee-Yun Pan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/44962443954675682793

碩士 === 逢甲大學 === 企業管理所 === 97 === The cosmetic industry in Taiwan is much competitive.To raise market share and enhance brand image, cosmetics manufacturers continue their research and development in new ingredients and new products. Facing a lot of different brands, the perceived risk of consumers is rising. Consumers would search product information through various channels to avoid risks from using products improperly. Searching information on Internet is commonly adopted and is an important information source to decision making. The types of E-WOM are divided into positive and negative information. Many past researches showed that negative comments obtained more intention from consumers than positive recommendation (Lee & Park, 2007; Sen & Lerman, 2007; Morgan, Pritchard & Piggott, 2003; Ramaswami, 2001). Past E-WOM researches focused on the impact of word message on consumer’s attitude. Today, the development of internet changes the types of information sharing and consumers can upload the pictures or graphs to the internet easily. Compared with oral and word messages, consumers have more trust on the message delivered by visual pictures (Mitche, 1986). The design and expression of words and pictures in an advertisement are critical to the success of advertisements. We hope the result of the research could help cosmetics manufacturers to attract more customers by using internet marketing, and to explore the target audience more successfully. This paper will discuss the impacts of the positive and negative internet information on consumer’s attitude to cosmetics. Besides, we will discuss the impacts of the messages with or without pictures on consumer’s attitude to cosmetics.We will conduct a survey to collect information from cosmetics users through the experimental design. The research results shows negative information have more impact on consumers than positive information. The message with pictures hasn’t more impact on consumers than without pictures because of the level of consumer involvement.There are the interactions between “Positive v.s. Negative” and “Picture Messages v.s. Word Message” .