Communication Mode, E-WOM Order, and Consumer Behaviors-An Experimental Study

被引：0

作者：

Zhang Xinrui ^{[1
]}

Tao Xiaobo ^{[1
]}

机构：

[1] N China Univ Technol, Sch Econ & Management, Beijing, Peoples R China

来源：

MARKETING SCIENCE INNOVATIONS AND ECONOMIC DEVELOPMENT | 2009年

关键词：

E-WOM; communication mode; order; brand attitude; purchase intention;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Based on Communication Theory, this experimental study extends the existing research by exploring how communication mode and E-WOM order influence consumer behaviors. Results revealed significant effects of communication mode and E-WOM order on consumer behaviors, which means online media controlled by participants have stronger impact than the ones controlled by center, and "positive message earlier, negative message later (P/N)" order has stronger impact than "N/P" one. Moreover, this study classified all of the online media into the two types, which may have both theoretical and managerial implications. Future research may focus on three issues: (1) the effects of communication mode and E-WOM order on attitude persistence; (2) the effects of product categories; (3) the moderating role of other variables influencing consumer behaviors.

引用

页码：30 / 34

页数：5

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