The Individuals Disposition to Trust as a Moderator of the Relationship between Electronic Words-of-mouth and Consumer Brand Attitude
With the development of Internet, electronic words-of-mouth (eWOM) becomes an important means for consumers to be familiar with brands. Because of the characteristics of Internet anonymity, the individuals disposition to trust becomes an important variable in studying eWOM. However, research on eWOM spreading is scarce. After differentiating two dimensions of eWOM (positive eWOM and negative eWOM), the author explores the effects of two dimensions of eWOM on consumer brand attitude, and the moderating effects of the individuals disposition to trust. Empirical results show that positive eWOM is positively related to consumer brand attitude, and negative eWOM is negatively related to consumer brand attitude. Whats more, the individuals disposition to trust significantly moderates the effect of positive eWOM on brand attitude, specifically, positive eWOM has a positive effect on brand attitude when disposition to trust is high and no significant effect when it is low;the individuals disposition to trust doesnt significantly moderate the effect of negative eWOM on brand attitude. The results of this article provide specific managerial guidelines as to how to take full advantage of positive eWOM to form positive brand attitude and avoid negative eWOM to form negative brand attitude.
electronic words-of-mouth brand attitude the individuals disposition to trust
Li Wang
School of Economics & Management, Tongji University, Shanghai, China
国际会议
北京
英文
700-704
2010-11-27（万方平台首次上网日期，不代表论文的发表时间）