The effects of word-of-mouth consistency on persuasiveness

被引：19

作者：

Chang, Sue-Ting ^{[1
]}

Lin, Tom M. Y. ^{[1
]}

Luarn, Pin ^{[1
]}

机构：

[1] Natl Taiwan Univ Sci & Technol, Taipei 106, Taiwan

来源：

CANADIAN JOURNAL OF ADMINISTRATIVE SCIENCES-REVUE CANADIENNE DES SCIENCES DE L ADMINISTRATION | 2014年 / 31卷 / 02期

关键词：

product type; factual reviews; experiential reviews; purchase intentions; persuasiveness; WOM; ONLINE CONSUMER REVIEWS; PERCEIVED USEFULNESS; EXPERIENTIAL PURCHASES; MODERATING ROLE; PRODUCT; INFORMATION; IMPACT; SALES; COMMUNICATION; PERSPECTIVE;

D O I：

10.1002/cjas.1279

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Word of mouth (WOM) consistency can be readily observed in online product evaluations. Previous studies on the influence of WOM consistency on purchase intentions have showed contradictory results. In this research, we identify how stronger persuasiveness of WOM is achieved when consistency, product type, and review content work together. Study 1 shows that regarding search goods, highly consistent factual reviews are more persuasive. Study 2 shows that concerning experience goods and credence goods, highly consistent experiential reviews have greater persuasiveness. However, low WOM consistency can also achieve stronger persuasiveness under some circumstances. Moreover, in Study 3, we replicate our findings and explore the possible underlying mechanism. Copyright (c) 2014 ASAC. Published by John Wiley & Sons, Ltd.

引用

页码：128 / 141

页数：14

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