Online Reviews : the effect of sources and framing of reviews on eWoM credibility, product attitude, and behavioral intention

Avicenna, Fitria (2016) Online Reviews : the effect of sources and framing of reviews on eWoM credibility, product attitude, and behavioral intention.

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Abstract:This study examines the effect of the source and framing of reviews as well as product type on eWoM’s credibility, product attitude, purchase intention, and WoM intention. In doing so, 2 (source: experts x consumers) x 2 (framing: rational x emotional) x 2 (product type: technical x non-technical) experimental design was conducted. Covariates such as product involvement, brand involvement, trust to reviews, and trust to online store were included. During data gathering, participants were randomly assigned to eight scenarios. Participants were Indonesian who are mostly in the age of 18-34 and having a higher degree education. The result indicates that rational framing reviews have a significant influence on eWoM credibility and product attitude as well as a marginally significant effect on WoM intention rather than emotional framing reviews. Besides, rational reviews by experts and emotional reviews by consumers were proven have a significant effect on eWoM credibility as compared to rational reviews by consumers and emotional reviews by experts respectively. Covariates such as brand involvement and trust to reviews were indicated a significant influence on all the outcomes while product involvement only influences on eWoM credibility. All in all, further discussion, study limitation, and ideas for future research are presented.
Item Type:Essay (Master)
Clients:
Unknown organization, Indonesia
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70324
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