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    題名: Should A Company Have Message Boards on Its Web Sites
    作者: 邱志聖
    Chiou,Jyh-Shen;Cheng,Cathy
    日期: 2003
    上傳時間: 2008-12-03 13:53:23 (UTC+8)
    摘要: This study examined the impact of messages on a discussion forum regarding a consumer`s brand evaluation and attitude toward the Web owner. Four hypotheses were developed based on consumer behavior theories. An experiment using a 2×3×2 between participants factorial design was conducted to test the hypotheses. The results showed that message favorableness and message number on an Internet discussion forum can influence a consumer`s brand evaluation and attitude toward the Web owner. However, the effects are different under different levels of preexisting brand image. Negative messages hurt mainly low-image brands, whereas message repetition helps only high-image brands.
    關聯: Journal of Interactive Marketing, 17(3), 50-61
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1002/dir.10059
    DOI: 10.1002/dir.10059
    顯示於類別:[國際經營與貿易學系 ] 期刊論文

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