| 英文摘要 |
The purpose of this study is to examine how the effect of electronic word of mouth (eWOM) on consumer decisions can be moderated by the factors of prior attitude and message acceptance. The authors investigate different potential effects of the two factors on the persuasive impact of eWOM for different message valences: positive and negative eWOM. Through an experimental study, they test some hypothesis concerning the moderating effects in the context of consumers’ brand choice decisions. One of the key findings is that prior attitude significantly altered choice probabilities only when the subjects received positive messages. Conversely, the moderating effect of message acceptance was significant when subjects received negative messages, but it was not the case when they encountered positive messages. The results provide some important insights that are useful for anticipating the sales impact of eWOM. |
本站僅提供期刊文獻檢索。
