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首页> 外文会议>Americas conference on information systems;AMCIS 2008 >Online Consumer Reviews: Does Negative Electronic Word-of-Mouth Hurt More?
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Online Consumer Reviews: Does Negative Electronic Word-of-Mouth Hurt More?

机译：在线消费者评论：负面的电子口碑伤害还会更多吗？

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摘要

Web-based technologies have created numerous opportunities for electronic word-of-mouth (eWOM) communication. This phenomenon impacts retailers as this easily accessible information could greatly affect consumer purchasing decision. The connectivity of the Web allows one-to-many and many-to-many communications among users that make information spread much faster and broader, including the spread of negative information. In this paper, we investigate the impact of online consumer reviews on consumer online purchasing decision. Specifically, we compare the impact of both negative and positive eWOM using a laboratory experiment. Our results show that the mean values of emotional trust and intention to shop online are significantly lower in the negative treatment group. We expect the result of this paper will generate researchers and marketers' interest in this important area of research and practice.
机译：基于Web的技术为电子口碑（eWOM）通信创造了许多机会。这种现象会影响零售商，因为这种易于获取的信息可能会极大地影响消费者的购买决策。 Web的连通性允许用户之间进行一对多和多对多通信，从而使信息传播得更快，更广泛，包括负面信息的传播。在本文中，我们调查了在线消费者评论对消费者在线购买决策的影响。具体而言，我们使用实验室实验比较了阴性和阳性eWOM的影响。我们的结果表明，在负面治疗组中，情感信任和购物意愿的均值明显较低。我们希望本文的结果将引起研究人员和营销人员对该重要研究和实践领域的兴趣。

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