The Consumer Perception Online Of The Context For eWOM:The Third-person Effect
One of the most intriguing phenomenon in mass communications is the third-person effect (TPE). Different from WOM, eWOM exerts even greater influences on consumers given the characteristics of the Internet; ubiquitous and most updated and detailed product information which exists for an indefinite period of time; all illustrate eWOMs unique advantages over WOM and demonstrate the potential impact eWOM could pose on the customers. . The importance of TPE is that it explains why people perceive and react differently to the same media messages given the relationship between the perceptual and behavioral components of third-person effect. TPE is a relatively update theory in the academy arena and has been discussed largely in the fields of social and political psychology but little in the marketing context. Our finding suggested under positive condition consumers with satisfaction and trust, loyalty and commitment, differences between self and others being little, and contrary to under negative condition the differences between self and others being significant. It is verified that the bad news will be spread to others instead of good news, more third person effect online society. The finding expands the third person effect into eWOM area.
electronic word mouth third-person effect Persuasion of eWOM
LI Naihe WANG Fanghua
Antai Economic &. Management School, Shanghai Jiao Tong University, Shanghai, P. R. China, 200052
国际会议
2010 International Conference on Management(2010管理国际大会)
上海
英文
347-368
2010-07-24（万方平台首次上网日期，不代表论文的发表时间）