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|Title: ||正負口碑暨順序效應對消費者行為之影響;The Effects of Integrating Word-of-Mouth Exchanges in Order on Consumer Behaviors|
|Keywords: ||口碑;損失趨避;負向效果;起首效應;載具;近因效應;順序效應;Loss Aversion;Negativity Effect;Order Effect;Primacy Effect;Recency Effect;Vehicles;Word-of-Mouth (WOM)|
|Issue Date: ||2014-05-08 15:12:35 (UTC+8)|
;Word-of-Mouth (WOM) is a social behavior. With the advent of internet-era, WOM can impossibly be limited to face to face (FTF) communication; rather, shall be largely engaged in electronic vehicles. This Study examines how (e)WOMs in different vehicles/groups would influence customer behaviors and how they interact with other individual variables. Also investigated is the order effect for integrating information. Suggestions from the findings are (1) Subjects exposed to negative information are easily influenced by FTF and Skype that are in form of sound, (2) In integrating information, the later (e)WOMs can lessen the former one in any vehicle; that is, the recency effect stages, (3) Under uncertainty and regardless of the order, the eWOMs exhibit more susceptibility to the negative messages in comparison with the traditional FTF WOM, and (4) An apparent departure from interactions effects generated in the vehicle type and the order type, the vehicle type and the moderators, and the order type and the moderators. The sought explanation is that the vehicle type and order type are independent of each other and with strong main effects themselves .
This is the first study to examine (e)WOMs integration process which deserves of research of its own, rather than combined with advertising or trial. The paper is also the first to investigate the combined effects of primacy and recency along with its
connection to the loss aversion in mental accounting. No evidence of primacy effect is inferred. The findings support the later inconsistent information to be given increased weight and the negativity effect as well. In sum, later negative messages are to generate the strongest negative behavioral intention than former positive messages. The coefficient of the loss aversion in Value Function Prospect Theory is extended to apply to this.
The future research could direct to the recency effect multiplied by the loss aversion which makes the later negative (e)WOMs swell into 4.84 at the highest and accounts for the later negative (e)WOMs to play a significantly detrimental role in determining the consumer behaviors; therefore.
|Appears in Collections:||[企業管理學系碩士在職專班] 博碩士論文|
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