東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Towards understanding consumer proce...

Lee, Chung Hun,

Linked to FindBook

Google Book

Amazon

博客來

Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies // Chung Hun Lee.
Author:	Lee, Chung Hun,
Description:	1 electronic resource (131 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 75-06, Section: A.
Contained By:	Dissertations Abstracts International75-06A.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3576099
ISBN:	9781303551468

Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies /
Lee, Chung Hun,

Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies /Chung Hun Lee. - 1 electronic resource (131 pages)

Source: Dissertations Abstracts International, Volume: 75-06, Section: A.

The Internet has produced numerous online word of mouth communication channels where prospective consumers can readily acquire from other consumers a great deal of positive and negative reviews about a company and its services. These online articulations, due to their being widely and rapidly spread, are likely to have a significant effect on the potential consumer's overall service evaluation, and therefore the company's reputation and profit. Prior research suggests that this impact is greater when they are negative (vs. positive) word of mouth (NWOM) messages and when other consumers highly agree upon the NWOM communication. Although many organizations strive to handle NWOM online, limited research has attempted to understand the influence of NWOM on potential consumers' buying behaviors and to suggest the appropriate organizational response strategy to NWOM communication. In an attempt to bridge this gap, this dissertation identified the roles of consensus on NWOM communication and organizational response to NWOM in affecting potential consumers' evaluation process of a service organization-their attributional judgment and attitude formation. First, impression formation theory, attribution theory, and information processing theory were reviewed and combined to propose a theoretical research framework. Second, the pilot and subsequent main studies were conducted to empirically test the proposed research model by employing an experimental design. The results showed that consensus on online NWOM communication plays a pivotal role in influencing the weights and attributions of NWOM that potential consumers bring to their evaluations about the target company. Additionally, this NWOM consensus effects are contingent on the organizational response strategies. Finally, theoretical and practical implications, limitations, and directions for future research were discussed.

English

ISBN: 9781303551468Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Attitude change

Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies /
LDR:03481nmm a22004573i 4500 001 2428485
005 20250410083511.5
006 m o d
007 cr|nu||||||||
008 261011s2011 miu||||||m |||||||eng d
020 $a 9781303551468
035 $a (MiAaPQD)AAI3576099
035 $a AAI3576099
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a Lee, Chung Hun, $e author. $3 3815731
245 1 0 $a Towards understanding consumer processing of online negative word-of-mouth communication: The roles of opinion consensus and organizational response strategies / $c Chung Hun Lee.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2011
300 $a 1 electronic resource (131 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertations Abstracts International, Volume: 75-06, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisors: Cranage, David A.
502 $b Ph.D. $c The Pennsylvania State University $d 2011.
520 $a The Internet has produced numerous online word of mouth communication channels where prospective consumers can readily acquire from other consumers a great deal of positive and negative reviews about a company and its services. These online articulations, due to their being widely and rapidly spread, are likely to have a significant effect on the potential consumer's overall service evaluation, and therefore the company's reputation and profit. Prior research suggests that this impact is greater when they are negative (vs. positive) word of mouth (NWOM) messages and when other consumers highly agree upon the NWOM communication. Although many organizations strive to handle NWOM online, limited research has attempted to understand the influence of NWOM on potential consumers' buying behaviors and to suggest the appropriate organizational response strategy to NWOM communication. In an attempt to bridge this gap, this dissertation identified the roles of consensus on NWOM communication and organizational response to NWOM in affecting potential consumers' evaluation process of a service organization-their attributional judgment and attitude formation. First, impression formation theory, attribution theory, and information processing theory were reviewed and combined to propose a theoretical research framework. Second, the pilot and subsequent main studies were conducted to empirically test the proposed research model by employing an experimental design. The results showed that consensus on online NWOM communication plays a pivotal role in influencing the weights and attributions of NWOM that potential consumers bring to their evaluations about the target company. Additionally, this NWOM consensus effects are contingent on the organizational response strategies. Finally, theoretical and practical implications, limitations, and directions for future research were discussed.
546 $a English
590 $a School code: 0176
650 4 $a Communication. $3 524709
650 4 $a Web studies. $3 2122754
650 4 $a Purchasing. $3 652497
650 4 $a Credibility. $3 3560860
650 4 $a Decision making. $3 517204
650 4 $a Attitudes. $3 1973410
650 4 $a Variance analysis. $3 3544969
653 $a Attitude change
653 $a Electronic word-of-mouth
653 $a Negative communication
653 $a Opinion consensus
653 $a Organizational response
653 $a Potential consumer
690 $a 0338
690 $a 0459
690 $a 0646
710 2 $a The Pennsylvania State University. $e degree granting institution. $3 3765934
720 1 $a Cranage, David A. $e degree supervisor.
773 0 $t Dissertations Abstracts International $g 75-06A.
790 $a 0176
791 $a Ph.D.
792 $a 2011
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3576099