eWOM persuasiveness: do eWOM platforms and product type matter?

NCUTIR > College of Management > Department of Business Administration > 【企業管理系所】期刊論文 > Item 987654321/5925

Please use this identifier to cite or link to this item: http://ir.lib.ncut.edu.tw/handle/987654321/5925

Title:	eWOM persuasiveness: do eWOM platforms and product type matter?
Authors:	Wen-Chin Tsao, Ming-Tsang Hsieh
Contributors:	圖書館
Keywords:	eWOM quality Online consumer reviews Product typee WOM platform Credence goods
Date:	2015
Issue Date:	2016-10-19 14:13:50 (UTC+8)
Abstract:	Electronic word-of-mouth (eWOM) has a powerful influence on consumers’ purchase decisions. This influence varies with the source of the eWOM and product type. This study investigated how eWOM quality influences eWOM credibility and purchase intention and how this influence is moderated by the type of eWOM platform and product type. An experimental design was adopted, in which scenarios were manipulated to facilitate the collection of information. The results show that the type of eWOM platform moderates the influence of eWOM quality on eWOM credibility and purchase intention, and this phenomenon is particularly significant in search goods. These also further confirm that eWOM credibility is a partial mediator between eWOM quality and purchase intention. This study confirms the importance of establishing user-oriented online reply systems. The findings also demonstrate the degree to which the type of eWOM platform management mechanism influences the corporate management of eWOM. Furthermore, findings suggest a number of eWOM management mechanisms based on ethical marketing standards.
Relation:	Electronic Commerce Research, 15(4), 509-541
Appears in Collections:	[Department of Business Administration] 【企業管理系所】期刊論文

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