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NSYSU

1. Chang, Yin. The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision.

Degree: Master, Information Management, 2013, NSYSU

In recent year, itâs very common that consumers search product information before shopping. Consumer feedbacks on the Internet are called electronic word of mouth (eWOM). Many previous studies have reported that eWOM has a great influence on consumerâs purchase decisions. Sometimes, people will compare one product with other competing products in eWOM. This type of WOM is called comparative WOM. Product comparison also happens very often in commercial advertising, called comparative advertising. Although quite a few studies have studied comparative advertising, the effect of comparative eWOM is not yet well-understood. In this study, we used the Elaboration Likelihood Model to examine the effect of comparative eWOM on purchase intention, and the mechanism causing the effect of comparative eWOM. A field experiment was conducted. It is a three-factor experimental design. Independent variables are WOM type (comparative / non-comparative), writerâs professional level (high expertise / low expertise), and relationship strength (strong ties / weak ties). Mediating variables are the elaboration paths (central vs. peripheral route). Dependent variable is purchase decision after viewing the eWOM. Our findings show that the comparative eWOM had a higher influence on consumers' purchase decisions than non-comparative eWOM, primarily through the peripheral route. The non-comparative e-WOM, however, tended to affect purchase decisions though the central route. Advisors/Committee Members: T.P. Liang (committee member), Chao-Min Chiu (chair), Chih-Chung Liu (chair).

Subjects/Keywords: Elaboration Likelihood Model; Purchase Decision; Comparative WOM; Expertise; Tie Strength

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Chang, Y. (2013). The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629113-014951

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Chang, Yin. “The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision.” 2013. Thesis, NSYSU. Accessed June 16, 2019. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629113-014951.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Chang, Yin. “The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision.” 2013. Web. 16 Jun 2019.

Vancouver:

Chang Y. The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision. [Internet] [Thesis]. NSYSU; 2013. [cited 2019 Jun 16]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629113-014951.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chang Y. The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision. [Thesis]. NSYSU; 2013. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629113-014951

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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