The Offset Effect of Positive and Negative eWOM on Product Evaluation-The Moderating Effects of Source Credibility
碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Past researches on consumer behavior have shown that Word-of-Mouth (WOM) have great influence on consumers’ purchase decision. But what these researches have overlooked is the “offset effect of positive-negative Word-of-Mouth” (Hennig-Thurau and Walsh, 2003...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/427s5e |