| 英文摘要 |
Due to the rise in the popularity of blogging, the number of blog readers and bloggers has increased sharply, thereby generating massive electronic word-of-mouth (eWOM). Many enterprises have begun using blogs for marketing and want to understand the characteristics as well as the effects of blog marketing. However, related studies in this domain are quite deficient. In this study, we explore the effects of eWOM on blogs. We select the movie industry in which WOM is highly influential and important with respect to the audience’s consumption decision. Further, we focus on the trust that people place in eWOM and conduct two experiments to test the possible antecedents, moderating roles, and consequences of this trust. The results indicate the following. (1) A female blogger’s physical attractiveness, perceived interactivity, transparency, and similarity would affect the trust placed in eWOM in different ways, depending on the readers’ gender. For the male readers, transparency would increase the trust placed in eWOM, especially when the blogger is highly attractive. For the female readers, the eWOM disseminated by normally attractive or highly similar bloggers would generate higher trust, as compared to highly attractive of somewhat dissimilar bloggers. Besides, for the female readers, there Is interaction between attractiveness and similarity. (2) Similar to the self-validation effects of thought confidence, trust in eWOM can strengthen the persuasive effects of eWOM. As eWOM trust increases, individuals who receive positive eWOM show more favorable movie attitudes and a higher purchase intention. In contrast, individuals who receive negative eWOM have more unfavorable movie attitudes and a lower purchase intention. (3) Trust in eWOM directly and positively affects readers’ blog satisfaction and behavior-loyalty intentions. The implication of these and other findings are then discussed |
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