The Effectiveness of Online Word-of-Mouth (WOM): Examining the Influences of Valence and Consistency of Online WOM on Consumer Preference

• Main Authors: LI,YI-CHEN, 李宜蓁
• Other Authors: LIN,YU-HSIANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/sc26a4

碩士 === 中國文化大學 === 國際企業管理學系 === 105 === Along with the network popularity, make word-of-mouth evaluation have more and more influence on consumer preference. However, the effect of word-of-mouth and word of mouth consensus on consumer preference has been poorly explored in the past. This study will explore about WOM positive / negative;WOM consistency high / low / concentrated / polarization, to see how the impact of consumer preference. This study has collect on 268 questionnaires, using from WOM evaluation information on online movie platform as research. Use experiment design method to study about WOM (positive vs. negative) × WOM consistency (high vs. low vs. concentrated vs. polarization) for eight situations, and using MANOVA to test the hypothesis. The study results display, when WOM positive, will positive on consumer preference, when movie valence was negative, consumer preference do not change. Conversely, when movie WOM negative low WOM consistency will have high tendency than WOM consistency polarization.