| Summary: | 碩士 === 元智大學 === 國際企業學系 === 97 === As the development of the Internet, consumers can not only gather unbiased product information but also exchange their own consumption experiences by engaging in electronic word-of-mouth (eWOM). Negative word-of-mouth is one form of consumer response to dissatisfaction consumption experiences. This study primarily investigates the experiential presentation of online negative word-of-mouth on recipients’ perceptions. Considering the variety of personal characteristics, this study also examines the influence of individual factors affecting the effect of online negative word-of-mouth on recipients’ perceived credibility, transportation, and empathy.
Three experiments were conducted by collecting 1666 valid questionnaires from the Internet and Northern universities in Taiwan. The results suggest that vividness, diagnosticity and authenticity presentations of online negative WOM strongly affect recipients’ perceptions. In addition, communicators and recipients’ characteristics also moderate the effect of experiential presentation of online negative WOM on recipients’ perceptions. From the results, the contributions for academic as well as implications for managerial are provided.
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