The Effect of Electronic Word-of-Mouth Platforms on Perceived Credibility, Brand Attitude and Purchase Intention: A Study of Chinese Young Consumers

Abstract

本研究採實驗法，在負面網路行銷訊息的環境下，探究四種網路平台－社交媒體（以臉書為例）、個人部落格、微博（以新浪微博為例）及論壇－對於消費者的認知可信度、品牌態度及購買意願的影響。190位被試者被隨機分配到四種網路平台之一。結果顯示，實驗處理對於全部因變量都有顯著的主效應。另一個有趣的發現是，在因素分析中，消費者對於網站可信度的認知和對於消息來源可信度的認知被合併成同一因素。這個新的因素（後文被命名為「認知的網路行銷可信度」）在四種網路平台上的表現有顯著差異：消費者認為被張貼在個人部落格上的網路行銷訊息最可信，論壇上的訊息可信度最低，微博和社交媒體居於二者中間。另外，雖然在負面訊息的環境下，消費者的品牌態度和購買意願的整體水平低下，但是相較於其他三種網路平台，被分配到論壇組的被試者的品牌態度和購買意願的分值較高。本文亦對本研究的理論和現實意義進行了探討。

An experiment was conducted in the context of negative word-of-mouth to examine differences among social networking site (Facebook), personal blog, micro-blog (Weibo), and discussion forum in consumers' perceived credibility, brand attitude and purchase intention. Each of the 190 respondents was randomly assigned to one of the four eWOM platforms. Results showed significant main effect of the treatment on all dependent variables. Another intriguing finding was that consumers' perceptions of site credibility and source credibility were combined as one factor confirmed by factor analysis. This new factor, named as perceived eWOM credibility, is significantly differed among the four sites, such that the credibility of the eWOM message posted on personal blog was rated highest and discussion forum lowest, with micro-blog and social networking site rated between these. Interestingly and explicably, although the overall levels of brand attitude and purchase intention were low after reading the negative review, respondents assigned in discussion forum group showed slightly better attitude toward the brand and greater purchase intention than those exposed to other three eWOM platforms. Implications for both research and practice were discussed.