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E-wom’s Impacts on Consumer Perceived Credibility in Beauty Virtual Community： Effects of Product Source and Message Type
beauty virtual community
In virtual community, there are many comments wrote after using samples. Customer wrote e-wom after using sample and buying goods are different in product source, but past studies of e-wom credibility didn't consider the different of product source. Besides, the e-wom credibility of message type has been discussed but without results. They had no agreement that positive or negative, one sided or two sided would be more credible. The problem needs further study and research to reach a consensus. According to the references, we suggest that moderating variables seem to have been the critical factor in causing mixed. Therefore, this study discussed the influence of the product source and the message type on e-wom credibility. The study adopts two factors between-subjects design: 2 ( product source: company / consumer ) × 3 ( message type: positive / negative / two sided). The control variables included brand and product awareness, website reputation, quantity of e-wom, order of e-wom. Through the manipulation of the experiment, we understand how these factors influence e-wom credibility. The results show that product source does not change e-wom credibility significantly. Besides, product source and message type don’t have significant interaction effects on e-wom credibility. According to our findings, we suggest that beauty industry — cosmetic, skin care product, cosmeceutical, etc. — offers free trial for beauty virtual community users and invites them to write comment. It can encourage testers to create buzz about their products. Also, the results show that after controlling for moderating variables, message type has effect on e-womcredibility; moreover, two-sided message produces higher e-wom credibility than one-sided but there is no significant different between positive and negative message.
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