International Conference on Engineering and Business Management(EBM2013)(Paperback)
Wuhan,China,2013-03-112013-03-132013
ISBN: 978-1-61896-021-4 Scientific Research Publishing
E-Book 512pp Pub. Date: March 2013
Category: Business & Economics
Price: $200
Two experiments are designed to examine the effect of negative online WOM. The conclusion is: When consumers have high product involvement or good pre-attitude on familiar brand, they would make rational judgment on the high diagnostic negative WOM, and have strong Screening capacity on information; In contrast, when judging low-involvement product and unfamiliar brand with negative prior attitude, the high diagnostic negative WOM is easier to influence consumers' brand attitude change.