Influences of Online Negative Word of Mouth on Purchase Intention

Yi-Fen Chen, Chia-Wen Tsai and Yi-Che Chaung
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Yi-Fen Chen: Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan
Chia-Wen Tsai: Department of Information Management, Ming Chuan University, Taipei, Taiwan
Yi-Che Chaung: Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan

International Journal of E-Adoption (IJEA), 2019, vol. 11, issue 1, 1-11

Abstract: This study presents two experiments that examine the influence of electronic negative word of mouth (e-NWOM). Experiment 1 investigated perceived credibility based on 2 (product awareness: high / low) × 2 (strength of WOM: high / low) × 2 (product type: search good / experience good). Experiment 2 investigated purchase intention based on 2 (product utility: high / low). The experiments involved 530 people from Taiwan. The results indicated that high product awareness and weak e-WOM have less influence on consumer perceived credibility of the e-WOM. E-NWOM for a search good has less influence on consumer perceived credibility than for an experience good. The results also indicated that high utility of products increase sales.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:11:y:2019:i:1:p:1-11

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