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The role of affect and cognition in ...

Kim, Jinsoo,

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The role of affect and cognition in the impact of positive/negative online consumer reviews on brand attitude and purchase intention /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The role of affect and cognition in the impact of positive/negative online consumer reviews on brand attitude and purchase intention // Jinsoo Kim.
Author:	Kim, Jinsoo,
Description:	1 electronic resource (101 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 74-04, Section: A.
Contained By:	Dissertations Abstracts International74-04A.
Subject:	Mass communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3530948
ISBN:	9781267712363

The role of affect and cognition in the impact of positive/negative online consumer reviews on brand attitude and purchase intention /
Kim, Jinsoo,

The role of affect and cognition in the impact of positive/negative online consumer reviews on brand attitude and purchase intention /Jinsoo Kim. - 1 electronic resource (101 pages)

Source: Dissertations Abstracts International, Volume: 74-04, Section: A.

Along with the prosperity of the Internet, WOM (or eWOM) has become one of the most powerful forces emerging in marketing today as it is widely accepted by consumers as a critical information source. However, there has been little formal research published in scholarly journals until recent years, especially to understand the process of how consumers form their attitudes towards a brand/product based on online consumer reviews. The goal of the current study is two-fold. The study investigates how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation. The study develops and tests a conceptual model to explain this process by using the Structural Equation Modeling (SEM) technique. The study also examines individuals. affective and cognitive responses formed by their thinking about the product/brand under various conditions (e.g., product type, level of involvement, and valence of eWOM messages). The study found the predominant direct influence of affect on consumer review attitude compared to cognition. It also detected the role of affective response as a mediator for cognitive response. The findings suggest that in terms of consumer review attitude (Ar), affect is a more direct and dominant predictor, whereas cognition seems to play a more critical and immediate role in forming product attitude (Ap) and purchase intention (PI). The study also found a dominant moderating effect from valence of consumer review whereas the effects from the other moderating variables - product types and involvement levels - were merely detected. In positive consumer review situation, cognition dominated affect for predicting consumer review attitude (Ar), product attitude (Ap), and purchase intention (PI) regardless of product type and involvement level. On the other hand, when people were exposed to negative consumer review situation, the results were totally the opposite, i.e., affect, in turn, dominated over cognition for predicting consumer review attitude (Ar), product attitude (Ap), and purchase intention (PI) regardless of product type and involvement level. The theoretical and practical implications of these findings are discussed.

English

ISBN: 9781267712363Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Advertising

The role of affect and cognition in the impact of positive/negative online consumer reviews on brand attitude and purchase intention /
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520 $a Along with the prosperity of the Internet, WOM (or eWOM) has become one of the most powerful forces emerging in marketing today as it is widely accepted by consumers as a critical information source. However, there has been little formal research published in scholarly journals until recent years, especially to understand the process of how consumers form their attitudes towards a brand/product based on online consumer reviews. The goal of the current study is two-fold. The study investigates how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation. The study develops and tests a conceptual model to explain this process by using the Structural Equation Modeling (SEM) technique. The study also examines individuals. affective and cognitive responses formed by their thinking about the product/brand under various conditions (e.g., product type, level of involvement, and valence of eWOM messages). The study found the predominant direct influence of affect on consumer review attitude compared to cognition. It also detected the role of affective response as a mediator for cognitive response. The findings suggest that in terms of consumer review attitude (Ar), affect is a more direct and dominant predictor, whereas cognition seems to play a more critical and immediate role in forming product attitude (Ap) and purchase intention (PI). The study also found a dominant moderating effect from valence of consumer review whereas the effects from the other moderating variables - product types and involvement levels - were merely detected. In positive consumer review situation, cognition dominated affect for predicting consumer review attitude (Ar), product attitude (Ap), and purchase intention (PI) regardless of product type and involvement level. On the other hand, when people were exposed to negative consumer review situation, the results were totally the opposite, i.e., affect, in turn, dominated over cognition for predicting consumer review attitude (Ar), product attitude (Ap), and purchase intention (PI) regardless of product type and involvement level. The theoretical and practical implications of these findings are discussed.
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650 4 $a Motion pictures. $3 527819
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