政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111995

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政大機構典藏 > 商學院 > 企業管理學系 > 會議論文 > Item 140.119/111995

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111995

Title:	Does product type affect electronic word-of-mouth richness effectiveness? Influences of message valence and consumer knowledge
Authors:	Liao, S. Lee, Crystal Tzu-ying Lin, Tzu-han Lin, Meng-chen
Contributors:	企管系
Date:	2014-01
Issue Date:	2017-08-16 17:07:04 (UTC+8)
Abstract:	Drawing on the information richness theory, this study attempts to address how valence of electronic word-of-mouth (eWOM), product type and consumer knowledge will yield different levels of eWOM richness. The results based on an experimental study suggest that negative eWOM has a stronger effect in producing eWOM information richness than does positive eWOM, and such effect is more pronounced for a leisure farm tour (experience goods) than for digital camera (search goods). The tendency that negative eWOM will provide richer information for the leisure farm tour is more evident for high-knowledge consumers than for low-knowledge consumers. The study`s results caution against the aggravated harm of negative eWOM incurred from the dissatisfactory experience of a leisure farm tour.
Relation:	Proceedings of the International Conference on Electronic Business (ICEB), 2014-January, 96-106 14th International Conference on Electronic Business, ICEB 2014 and 1st Global Conference on Internet and Information Systems, GCIIS 2014; Imperial Hotel TaipeiTaipei; Taiwan; 8 December 2014 到 12 December 2014; 代碼 118796
Data Type:	conference
Appears in Collections:	[企業管理學系] 會議論文

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