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首页> 外文会议>Thirteenth Wuhan international conference on E-business >The Effect of E-WOM Presentation Order on Consumer Attitude: The Moderating Role of E-WOM Sources
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The Effect of E-WOM Presentation Order on Consumer Attitude: The Moderating Role of E-WOM Sources

机译：E-WOM演示顺序对消费者态度的影响：E-WOM来源的调节作用

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摘要

Internet, as a new channel of WOM, enables consumers to get multiply WOM messages.However, there is a very real consumer situation that consumers may receive opposite messages (positive-negative) from the same sources.According to tie strength, this paper divides e-WOM sources into strong tie sources and weak tie sources, examining how e-WOM sources moderate the influence of e-WOM presentation order on consumer attitude.The results of empirical study show that when opposite e-WOM messages from strong ties, consumers will be more influenced by the later e-WOM message.Hence,consumer attitude will be more positive in negative-positive e-WOM order than positive-negative order.However, when consumers receive opposite e-WOM messages from weak ties, consumer attitude will be more influenced by negative e-WOM instead of e-WOM presentation order.That is, no matter e-WOM presentation order maybe, it will lead to negative attitude of consumers.
机译：互联网作为WOM的新渠道，使消费者能够获得大量的WOM消息，但是，在非常现实的消费者情况下，消费者可能会从相同的来源收到相反的消息（正负）。 e-WOM来源分为强关系源和弱关系源，研究e-WOM源如何缓解e-WOM呈现顺序对消费者态度的影响。实证研究结果表明，当来自强关系的相反e-WOM消息时，消费者e-WOM消息将对以后的e-WOM消息产生更大的影响。因此，消极的e-WOM顺序中的消费者态度比起积极的-消极的顺序更积极。负面e-WOM的呈现顺序将更多地受到负面影响，而不是e-WOM的呈现顺序，也就是说，无论e-WOM呈现顺序如何，都会导致消费者的消极态度。

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