A Study of Electronic Word-of-Mouth and Anchoring Effect : in Expectation Disconfirmation Concept

• Main Authors: Liu, Chiung-hsu, 劉瓊嬬
• Other Authors: Huang, Hui-Hsin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/10012386009687921510

碩士 === 真理大學 === 企業管理學系碩士班 === 99 === This research is based on dynamical percept of customer satisfaction to explore the disconfirmation among expectation of pre-purchase, the perceived actual performance of post-purchase and final satisfaction which is anchoring by the word of mouth (WOM) in internet to compare to perceived actual performance . According the stimulation of WOM in internet on different time points, the authors conduct the experiment which is manipulated expectation (positive/ negative WOM), perceive performance (better/ worse performance) and reference point effect (best/worst reference point). The results find that the cognition inconsistency among these three variables. The more inconsistency customers experiment in the stage of expectation disconfirmation, the less dynamic ranges the final satisfaction change in the last stage. This research also provides some suggestions for marketing application.