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Can I read The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-mouth via Online Consumer Reviews on EtoBox?
The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-mouth via Online Consumer Reviews by Do-Hyung Park; Sara Kim is a Business, Management and Accounting article available to read on EtoBox.
What is The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-mouth via Online Consumer Reviews about?
This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study examines which type of reviews cognitively fits consumers with a high (low) level of expertise. Using the elaboration likelihood model (ELM), we also investigate that the effects of the type of reviews and the number of reviews. The hypotheses were tested using a 2 (levels of expertise)×2 (types of reviews)×2 (number of reviews) mixed design including two control conditions. The results show that the effect of cognitive fit (the type of reviews) on purchase intention is stronger for experts than for novices while the effect of the number of reviews on purchase intention is stronger for novices than experts. This paper delivers managerial implications for online sellers providing consumer created reviews along with advertisements.
Who reads The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-mouth via Online Consumer Reviews?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Do-Hyung Park; Sara Kim
- Publisher
- Elsevier BV
- Published
- 2008
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)