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政大機構典藏 > 商學院 > 國際經營與貿易學系 > 期刊論文 > Item 140.119/12483

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/12483

Title:	Should A Company Have Message Boards on Its Web Sites
Authors:	邱志聖 Chiou,Jyh-Shen;Cheng,Cathy
Date:	2003
Issue Date:	2008-12-03 13:53:23 (UTC+8)
Abstract:	This study examined the impact of messages on a discussion forum regarding a consumer`s brand evaluation and attitude toward the Web owner. Four hypotheses were developed based on consumer behavior theories. An experiment using a 2×3×2 between participants factorial design was conducted to test the hypotheses. The results showed that message favorableness and message number on an Internet discussion forum can influence a consumer`s brand evaluation and attitude toward the Web owner. However, the effects are different under different levels of preexisting brand image. Negative messages hurt mainly low-image brands, whereas message repetition helps only high-image brands.
Relation:	Journal of Interactive Marketing, 17(3), 50-61
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1002/dir.10059
DOI:	10.1002/dir.10059
Appears in Collections:	[國際經營與貿易學系 ] 期刊論文

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