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Influences of Online Negative Word of Mouth on Purchase Intention

Influences of Online Negative Word of Mouth on Purchase Intention

Yi-Fen Chen, Chia-Wen Tsai, Yi-Che Chaung
Copyright: © 2019 |Volume: 11 |Issue: 1 |Pages: 11
ISSN: 1937-9633|EISSN: 1937-9641|EISBN13: 9781522564980|DOI: 10.4018/IJEA.2019010101
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MLA

Chen, Yi-Fen, et al. "Influences of Online Negative Word of Mouth on Purchase Intention." IJEA vol.11, no.1 2019: pp.1-11. http://doi.org/10.4018/IJEA.2019010101

APA

Chen, Y., Tsai, C., & Chaung, Y. (2019). Influences of Online Negative Word of Mouth on Purchase Intention. International Journal of E-Adoption (IJEA), 11(1), 1-11. http://doi.org/10.4018/IJEA.2019010101

Chicago

Chen, Yi-Fen, Chia-Wen Tsai, and Yi-Che Chaung. "Influences of Online Negative Word of Mouth on Purchase Intention," International Journal of E-Adoption (IJEA) 11, no.1: 1-11. http://doi.org/10.4018/IJEA.2019010101

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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.

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