A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community

碩士 === 國立臺灣大學 === 國際企業學研究所 === 106 === The development of internet has changed the way consumers seek brand-related information. Nowadays consumers turn to digital arena for electronic word-of-mouth (eWOM) to adverse risk and uncertainty. Meanwhile, more consumers tend to share negative comments of...

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Main Authors:	Meng-Ting Chou, 周孟葶
Other Authors:	林俊昇
Format:	Others
Language:	zh-TW
Published:	2018
Online Access:	http://ndltd.ncl.edu.tw/handle/99yg9q

id	ndltd-TW-106NTU05320043
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spelling	ndltd-TW-106NTU053200432019-05-30T03:50:57Z http://ndltd.ncl.edu.tw/handle/99yg9q A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community 虛擬社群中的負面口碑、衍生性口碑回應與品牌態度關係之研究 Meng-Ting Chou 周孟葶碩士國立臺灣大學國際企業學研究所 106 The development of internet has changed the way consumers seek brand-related information. Nowadays consumers turn to digital arena for electronic word-of-mouth (eWOM) to adverse risk and uncertainty. Meanwhile, more consumers tend to share negative comments of brands in virtual communities. The negative electronic word-of-mouth (NeWOM) thus poses new threats for brands. Even though few studies attempted to tap this issue by proposing service recovery and webcare responses as recommendations for brands, the research focus is restricted to marketer-initiated response tactics, which neglects the potential influence of responses initiated by community members and the virtual community traits. Therefore, this study focuses on NeWOM and the word-of-mouth responses taking place in virtual community, trying to explore how member-initiated word-of-mouth responses and virtual community traits influence bystanders’ brand attitude. This research utilizes in-depth interviews to investigate the issue. The results demonstrate that the anchoring, contagious and profound nature of member-initiated word-of-mouth responses can improve the negative impact of NeWOM on bystanders’ brand attitude. In addition, the virtual community traits associated with the presence of community opinion leaders, community norms and interactive patterns are effective in enhancing the effect of member-initiated word-of-mouth responses. 林俊昇 2018 學位論文 ; thesis 48 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	碩士 === 國立臺灣大學 === 國際企業學研究所 === 106 === The development of internet has changed the way consumers seek brand-related information. Nowadays consumers turn to digital arena for electronic word-of-mouth (eWOM) to adverse risk and uncertainty. Meanwhile, more consumers tend to share negative comments of brands in virtual communities. The negative electronic word-of-mouth (NeWOM) thus poses new threats for brands. Even though few studies attempted to tap this issue by proposing service recovery and webcare responses as recommendations for brands, the research focus is restricted to marketer-initiated response tactics, which neglects the potential influence of responses initiated by community members and the virtual community traits. Therefore, this study focuses on NeWOM and the word-of-mouth responses taking place in virtual community, trying to explore how member-initiated word-of-mouth responses and virtual community traits influence bystanders’ brand attitude. This research utilizes in-depth interviews to investigate the issue. The results demonstrate that the anchoring, contagious and profound nature of member-initiated word-of-mouth responses can improve the negative impact of NeWOM on bystanders’ brand attitude. In addition, the virtual community traits associated with the presence of community opinion leaders, community norms and interactive patterns are effective in enhancing the effect of member-initiated word-of-mouth responses.
author2	林俊昇
author_facet	林俊昇 Meng-Ting Chou 周孟葶
author	Meng-Ting Chou 周孟葶
spellingShingle	Meng-Ting Chou 周孟葶 A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
author_sort	Meng-Ting Chou
title	A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
title_short	A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
title_full	A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
title_fullStr	A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
title_full_unstemmed	A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
title_sort	study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community
publishDate	2018
url	http://ndltd.ncl.edu.tw/handle/99yg9q
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A study of negative electronic word-of-mouth, member-initiated word-of-mouth responses and brand attitude in virtual community

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