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Investigations of factors that affec...

Chen, Yu-Jen.

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Investigations of factors that affect consumers' online word of mouth behavior.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Investigations of factors that affect consumers' online word of mouth behavior./
作者:	Chen, Yu-Jen.
面頁冊數:	109 p.
附註:	Source: Dissertation Abstracts International, Volume: 74-11(E), Section: A.
Contained By:	Dissertation Abstracts International74-11A(E).
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3568620
ISBN:	9781303232527

Investigations of factors that affect consumers' online word of mouth behavior.
Chen, Yu-Jen.

Investigations of factors that affect consumers' online word of mouth behavior. - 109 p.

Source: Dissertation Abstracts International, Volume: 74-11(E), Section: A.

Thesis (Ph.D.)--University of Maryland, College Park, 2013.

This dissertation includes two essays investigating factors that affect consumers' online word of mouth (WOM) behavior. The first essay studies how consumers as online posters make an online forum choice decision when they are motivated to influence other consumers. We propose that consumers have theories about effective word of mouth persuasion, acting as intuitive media planners in making online forum choices. Specifically, consumers possess audience beliefs (i.e. how loyal to the brand) and beliefs about effective persuasion (i.e. surprising and novel things are more impactful). Across three studies, we demonstrate that posters prefer posing positive messages on a brand-neutral forum (e.g., Digital Camera Forum) to a brand-specific (e.g., Nikon Forum) because positive brand information is not surprising to the later audience. However, when posting negative brand information, posters are equally likely to choose either forum since negative brand information is perceived as diagnostic and surprising to all audience. We further offer a boundary condition in which the poster's primary motive is not to persuade and affect others but to affiliate with others. Under affiliation motive, message valence does not affect forum choice since posters are not considering message valence as a way to being impactful.

ISBN: 9781303232527Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Investigations of factors that affect consumers' online word of mouth behavior.
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245 1 0 $a Investigations of factors that affect consumers' online word of mouth behavior.
300 $a 109 p.
500 $a Source: Dissertation Abstracts International, Volume: 74-11(E), Section: A.
500 $a Advisers: Amna Kirmani; David Godes.
502 $a Thesis (Ph.D.)--University of Maryland, College Park, 2013.
520 $a This dissertation includes two essays investigating factors that affect consumers' online word of mouth (WOM) behavior. The first essay studies how consumers as online posters make an online forum choice decision when they are motivated to influence other consumers. We propose that consumers have theories about effective word of mouth persuasion, acting as intuitive media planners in making online forum choices. Specifically, consumers possess audience beliefs (i.e. how loyal to the brand) and beliefs about effective persuasion (i.e. surprising and novel things are more impactful). Across three studies, we demonstrate that posters prefer posing positive messages on a brand-neutral forum (e.g., Digital Camera Forum) to a brand-specific (e.g., Nikon Forum) because positive brand information is not surprising to the later audience. However, when posting negative brand information, posters are equally likely to choose either forum since negative brand information is perceived as diagnostic and surprising to all audience. We further offer a boundary condition in which the poster's primary motive is not to persuade and affect others but to affiliate with others. Under affiliation motive, message valence does not affect forum choice since posters are not considering message valence as a way to being impactful.
520 $a The second essay investigates the role of product rating scale in a product rating task, and how it can drive WOM behavior. We argue that rating scale can affect a rater's likelihood of engaging subsequent WOM behavior. Specifically, conducting three experiments, we show that participants' WOM intention are higher after evaluating their consumption experience on a 5-point rating scale than on a 2-point rating scale. We suggest that rating scales can affect a rater's certainty belief regarding the rating score assigned (i.e., high rating certainty leads to higher WOM intention). We further provide evidence that rating certainty mediates the impact of rating scale on WOM intention.
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