Motives and Corresponding Behaviors in Reading Electronic Word-of-Mouth: A Consumer Learning Perspective

• Main Authors: Cheng-Wen Yao, 姚政文
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/94981582429287644287

博士 === 元智大學 === 管理學院博士班 === 99 === Through the interview, this study finds a 4-IS categories for interpreting consumer’s motives and corresponding behaviors of reading eWOM in pre-purchase condition, including “Information Searching”, “Information Securing”, “Information Skimming”, and “Information Storing”. Researchers also finds 2-OS types: “Opportunity searching” and “Opinion confirming” to explain consumer’s eWOM reading motives and corresponding behaviors in post-purchase condition. Then, the research develops four sorts of consumer’s information processing embedded in different consumer’s behaviors: “Choice testing”, “Choice confirming”, “Outcome testing”, and “Outcome confirming”. Each process is illustrated by adopting concepts of consumer learning. The paper further infers hypotheses according to the discussion of interview findings and literatures. Finally, the experimental study is employed to examine these hypotheses.