英文摘要 |
The emerging online economy provides consumers with easy access to numerous choices. Facing numerous options, consumers may make their choices or delay their purchases by a simple click. Exploring factors influencing consumer choices in such environment is an important and challenging issue for marketers. Previous research has shown that consumers are influenced by others when making decisions. Consumers use others' product comments (electronic word-of-mouth) as an indicator of product quality on the Internet and inducing purchase intention. This study presents a 2×3×3 experiment examining effects of online bookstore framing messages on online consumer perception and decision making. The experiment addresses how different framing types of electronic word-of-mouth, i.e., message contents, message quantity, and message structure, influence online consumer purchase intention. Consider using prospect theory (Kahneman and Tversky, 1979) to elucidate human irrational behaviors; the effect of electronic word-of-mouth on online consumer decision could be well explained. Results and implications of this research are practical for online marketers to promote online sales by utilizing the power of electronic word-of-mouth. |