The effect of online word of mouth on fantasy readers' preference stability: The moderating role of involvement and knowledge

Tang Muh-Chyun

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The effect of online word of mouth on fantasy readers' preference stability: The moderating role of involvement and knowledge

机译：口碑对幻想读者偏好稳定性的影响：参与和知识的调节作用

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A study of the persuasive effect of positive versus negative online book reviews on readers' judgment suggests that readers with high involvement were less likely to be swayed by online reviews. An experiment was conducted to test the effects of two psychological constructs in the persuasion process, namely, user's knowledge of and involvement with a literary genre. A novel aspect of the study is that the participants were exposed to reviews contradictory to their initial impression. Contrary to negativity bias widely found in previous studies of electronic word-of-mouth (eWOM), a positivity effect of online reviews was found. High and low involvement readers were found to rely on different judgment cues. Furthermore, it is argued that when applied in cultural consumption, the measurement of these constructs demands special treatment because of its "infinite variety" and strong hedonistic character. Involvement at the genre level helped enhance preference stability. However, such effects were not found with users' subjective knowledge at the genre level. Instead, similarity became an important judgment heuristic when users encountered books by unknown authors. (C) 2016 Elsevier Inc. All rights reserved.

机译：对读者判决的阳性与负面在线书评论的有说服力影响的研究表明，具有高参与的读者不太可能通过在线评论中摇摆。进行了一个实验，以测试两个心理构建在劝说过程中的影响，即用户对文学类型的知识和参与的知识。这项研究的一个新颖方面是，参与者接触到他们初始印象的评论矛盾。与以前的电子话语（EWOM）研究广泛发现的消极偏差相反，发现了在线评论的积极效果。发现高低参与读者依赖于不同的判断线索。此外，有人认为，当在文化消耗中应用时，这些构建体的测量要求特殊治疗，因为它的“无限品种”和强烈的HEDONICATIC。参与类型水平有助于提高偏好稳定。然而，在流派水平的用户的主观知识中没有找到这种影响。相反，当用户遇到未知作者的书籍时，相似性成为了一个重要的审判主教。（c）2016年Elsevier Inc.保留所有权利。

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《Library & Information Science Research》 |2016年第4期|共9页
作者
Tang Muh-Chyun;
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Natl Taiwan Univ Dept Lib &

Informat Sci 1 Sect 4 Roosevelt Rd Taipei 10617 Taiwan;

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原文格式 PDF
正文语种 eng
中图分类图书馆学、图书馆事业;
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1. The effect of online word of mouth on fantasy readers' preference stability: The moderating role of involvement and knowledge [J] . Tang Muh-Chyun Library & Information Science Research . 2016,第4期

机译：口碑对幻想读者偏好稳定性的影响：参与和知识的调节作用
2. The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand [J] . Eelen Jiska, Ozturan Peren, Verlegh Peeter W. J. International Journal of Research in Marketing . 2017,第4期

机译：品牌忠诚度对传统和在线口碑的不同影响：自我品牌联系的调节作用以及对帮助品牌的渴望
3. The Impact of Electronic Word-of-Mouth on Online Impulse Buying Behavior: The Moderating role of Big 5 Personality Traits [J] . Mudassir Husnain, Imran Qureshi, Waheed Akhtar Journal of Accounting & Marketing . 2016,第4期

机译：电子口碑对在线冲动购买行为的影响：五种人格特质的调节作用
4. The Impact of Observational Learning and Electronic Word of Mouth on Consumer Purchase Decisions: The Moderating Role of Consumer Expertise and Consumer Involvement [C] . Cheung, Christy M.K., Xiao, Bo, Liu, Ivy L.B. System Science (HICSS), 2012 45th Hawaii International Conference on . 2012

机译：观察性学习和电子口碑对消费者购买决策的影响：消费者专业知识和消费者参与的调节作用
5. Consumer response to online recommendation systems and the moderating role of product knowledge and product involvement. [D] . Lee, Sungmi. 2007

机译：消费者对在线推荐系统的反应以及产品知识和产品参与的调节作用。
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The effect of online word of mouth on fantasy readers' preference stability: The moderating role of involvement and knowledge

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