English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 93779/124226 (75%)
Visitors : 28835003      Online Users : 383
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/65954

    Title: Whose Online Reviews have the Most Influences on Consumers in Cultural Offerings? Professional vs. Consumer Commentators
    Authors: 邱志聖
    Chiou, Jyh-Shen;Hsiao, Cheng-Chieh;Su, Fang-Yi
    Contributors: 國貿系
    Keywords: Social influence;Associative learning;Cultural industry;Elite culture;Mass culture;Online review
    Date: 2013.08
    Issue Date: 2014-05-12 15:50:10 (UTC+8)
    Abstract: Purpose - To improve the effectiveness of online reviews in the cultural industries, this study attempts to examine the effects of online cultural reviews of professional and consumer commentators on consumer responses toward elite and mass cultural offerings by drawing upon associative learning theory and social influence theory. Design/methodology/approach - This study used a 2 (cultural offerings: elite vs. mass) x 2 (commentators: professional vs. consumer) between-participants factorial design to examine the proposed hypotheses. A total of 195 participants were randomly assigned to one of four experimental cells. Findings - The ANOVA results indicate that the credibility of online cultural reviews is significantly higher for professional commentators than for consumer commentators across both elite and mass cultural offerings. Furthermore, the results confirm that there is a significant cultural offering type by commentator interaction on a consumer’s offering evaluation, overall attitude, and behavioral intention. Research limitations/implications - This study provides strong support for the congruence between cultural commentators and cultural offerings in online cultural reviews. The findings can also effectively explain the weak correlation between professional judgments and popular appeal. Practical implications - For better effectiveness of online cultural reviews, the findings recommend cultural marketers that the use of professional commentators is effective for elite cultural offerings, whereas the use of consumer commentators is effective for mass cultural offerings. Originality/value - This study proposes a useful dichotomy to classify cultural offerings as elite and mass. Meanwhile, this study is one of the first to examine the congruence between cultural offerings and cultural commentators in online reviews.
    Relation: Internet Research, 24(3)
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1108/IntR-03-2013-0046
    DOI: 10.1108/IntR-03-2013-0046
    Appears in Collections:[國際經營與貿易學系 ] 期刊論文

    Files in This Item:

    File Description SizeFormat
    17102486.pdf530KbAdobe PDF1068View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback