Integrating Experience, Advertising, and Electronic Word of Mouth

被引:28
作者
Jones, Scott [1 ]
Aiken, K. [2 ]
Boush, David [3 ]
机构
[1] Stetson Univ, Lynn Sch Business, Deland, FL USA
[2] Eastern Washington Univ, Dept Mkt, Spokane, WA USA
[3] Univ Oregon, Dept Mkt, Charles H Lundquist Coll Business, Eugene, OR 97403 USA
关键词
electronic word of mouth; internet customer behavior; negativity bias; online advertising; online decision making; positivity bias;
D O I
10.1080/15332860903467664
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study examines the influence of previous related experience, online advertising, and comments from discussion groups (both positive and negative in tone) on Internet commerce judgments. When past personal experience is favorable, an ad alone is sufficient to produce a favorable brand evaluation. When personal experience is unfavorable, electronic word of mouth influences brand attitude but neither advertising nor word of mouth has any impact on purchase intentions. Finally, it appears that when personal experience is not available, there is a positivity bias toward electronic word-of-mouth communications. Exclusively positive word-of-mouth postings combined with advertising stand out distinctly from advertising combined with either uniformly negative or mixed (positive and negative) word of mouth or advertising alone. Thus, in the complex realm of Internet commerce, significant effects have been found that highlight the importance of electronic word-of-mouth communications.
引用
收藏
页码:246 / 267
页数:22
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