e−WOM and the Formation of Consumers' Positive Emotions：The Case of Bulletin Board System
Date Issued
2006
Date
2006
Author(s)
Liao, Chuan-Ying
DOI
zh-TW
Abstract
“Word-of-mouth” has been an important part of consumer behavior research. As internet booms, “electronic word-of-mouth” become another focal research issue, and there are many related marketing terms come out, such as “viral marketing”, “Blog marketing” etc.
This research focus on virtual community and use the「Stimulus－Organism－Response」model concept which was figured out by Mehrabian and Russell in 1974. With the M-R model, we put emphasis on the emotions of the senders who spread the words on the internet and define personal motivations and environmental factors as antecedent, sense of vitual community and flow experience as consequences of positive emotions. And personal motivations comprise sharing motives, approval motives and interaction motives, environmental factors comprise internet anonymity/convenience and platform mechanism.
The research results after LISREL analysis are as follows：
1. The stronger the sharing motives and interaction motives, the stronger the positive emotions of the senders while he is spreading the eWOM.
2. There is no stronge relationship between approval motives and the positive emotions of the senders while he is spreading the eWOM.
3. There is no stronge relationship between internet anonymity/convenience and the positive emotions of the senders while he is spreading the eWOM.
4. The better the platform mechanism, the stronger the positive emotions of the senders while he is spreading the eWOM and the stronger the sense of virtual community.
5. The stronger the positive emotions of the senders while he is spreading the eWOM, the stronger the sense of virtual community and the flow experience.
Subjects
網路口碑傳播
消費者情緒
沈浸經驗
社群認同感
electronic word-of-mouth
eWOM
emotions
flow experience
sense of virtual community
SDGs
Type
thesis