The Effects of Product Involvement and Prior Experience on Chinese Consumers' Responses to Online Word of Mouth

被引：54
|
作者：
Xue, Fei [1 ]
Zhou, Peiqin [2 ]
机构：
[1] Univ Southern Mississippi, Sch Mass Commun & Journalism, 118 Coll Dr 5121, Hattiesburg, MS 39406 USA
[2] Nanjing Univ, Dept Sociol, Nanjing, Jiangsu, Peoples R China
来源：
JOURNAL OF INTERNATIONAL CONSUMER MARKETING | 2010年 / 23卷 / 01期
关键词：
Online word of mouth; China; product involvement; prior experience;
D O I：
10.1080/08961530.2011.524576
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The current study examined online word-of-mouth (WOM) communication in a different cultural setting (People's Republic of China). The impact of negative and positive WOM information was tested in relation to message credibility, brand interest, purchase intention, and forwarding intention. Consistent with previous research in Western countries, Chinese participants were found to be more likely to trust and pass along negative product reviews while they tended to develop stronger brand interests and purchase intention for products with positive reviews. Moreover, product involvement and previous WOM experience appeared to have significant effects on participants' responses to online WOM. Implications of the results and future research directions were also discussed.
引用
收藏
页码：45 / 58
页数：14
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