Negative E-WOM, Perceived Credibility and Purchase Intention: Moderating Effect of Information Interference

摘要：

This study explored the significant moderating effect of information interference, based on the impact of E-WOM type, communication mode and trust tendency, we found out how consumers react to negative E-WOM in different situations, and the results indicated that the correlation between perceived credibility and brand trust is significant higher than brand affect with information interference, while the correlation between perceived credibility and brand affect is significant higher than brand trust without information interference. These findings have both theoretical and managerial implications.

关键词： E-WOM negative information interference brand attitude purchase intention

作者: TAO Xiaobo

作者单位: School of Economics and Management,North China University of Technology,China,100144

会议类型: 国际会议

会议名称: 2009 International Conference on Management Science and Engineering(2009管理科学与工程国际会议)

会议地点: 北京

会议语种:英文

页码: 833-837

在线出版日期: 2009-11-01（万方平台首次上网日期，不代表论文的发表时间）