The Effect of E-WOM Presentation Order on Consumer Attitude: The Moderating Role of E-WOM Sources

摘要：

　　Internet, as a new channel of WOM, enables consumers to get multiply WOM messages.However, there is a very real consumer situation that consumers may receive opposite messages (positive-negative) from the same sources.According to tie strength, this paper divides e-WOM sources into strong tie sources and weak tie sources, examining how e-WOM sources moderate the influence of e-WOM presentation order on consumer attitude.The results of empirical study show that when opposite e-WOM messages from strong ties, consumers will be more influenced by the later e-WOM message.Hence,consumer attitude will be more positive in negative-positive e-WOM order than positive-negative order.However, when consumers receive opposite e-WOM messages from weak ties, consumer attitude will be more influenced by negative e-WOM instead of e-WOM presentation order.That is, no matter e-WOM presentation order maybe, it will lead to negative attitude of consumers.

关键词： e-WOM presentation order e-WOM sources source credibility consumer attitude

作者: Hanchi Ye Siqin Liu Jie Gong

作者单位: School of Business Administration, Zhongnan University of Economics and Law,Wuhan, 430074, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 97-103

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）