The effect of electronic word-of-mouth on purchase intention

• Main Authors: Cho-Cho Lin, 尹秋秋
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/84061634275052266100

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 98 === Nowadays, consumers tend to search products or service evaluations before making purchasing decisions from those users who post the experiences on the internet (i.e. electronic word-of-mouth, e-WOM). However, as Chiarelli (2006) indicated, 70% of their sample trusts e-WOM more as opposed to 59% for advertisements, when purchasing products and services. In fact, the research has suggested that negative WOM has the power to influence consumers’ attitudes (Engel, Kegerreis, and Blackwell, 1969) and behaviors (Arndt, 1967; Haywood, 1989; Katz and Lazerfield, 1955). Consumers more focus on and trust negative WOM than positive WOM (Ahluwalia, 2000). Park and Lee (2009) also reported that negative e-WOM has a greater effect than positive e-WOM. So, this research investigates the effects of negative e-WOM on consumers’ purchase intention. This study analogizes and infers for negative e-WOM scales from studies of positive WOM scales (when some studies neglect negative e-WOM in order to make a simple research).This study finds that negative e-WOM strength affects consumers’ purchasing intention negatively and this effect is not changed by consumers’ brand attitude. There is a significant difference on negative e-WOM strength and quality between high and low involvement 3C products.