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The effect of product, internet comment, and consumer types on eWOM.
Publicly and Privately Consumed Products
|Issue Date: ||2013-09-05 16:50:48 (UTC+8)|
The trend of receiving product information given passively by firms has been changed to actively searching the information by consumers. The purpose of this study wants to find out the effects of electronic word-of-mouth (eWOM) to differences in consumer’s cognition and preference changes.
In the past, the research of eWOM always focused on the characteristics of eWOM, like spreading path, the community relationship or the influence of reference groups etc.. However, eWOM not only includes e-comments, but the sender of the comments. To make up the gap of the past researches, this study wants to combine different product categories, types of comments and types of consumers and explore their influences to each other and potential interactions.
This study distributes questionnaires to frequent internet users: college students and uses ANOVA and t test to examine the regression model. The major findings are as the followings:
1. Different product categories, comment types and consumer types each have independent influences on consumer’s attitude and cognition.
2. The interactions effects of different product categories, comment types and consumer types influence the eWOM effect and consumer’s attitude. Firms should select appropriate internet marketing methods corresponding to their target consumers in order to achieve market efficiency.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0098351021|
|Data Type: ||thesis|
|Appears in Collections:||[國際經營與貿易學系 ] 學位論文|
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