Communication Mode, E-WOM Order, and Consumer Behaviors--An Experimental Study

摘要

Based on Communication Theory, this experimental study extends the existing research by exploring how communication mode and E-WOM order influence consumer behaviors. Results revealed significant effects of communication mode and E-WOM order on consumer behaviors, which means online media controlled by participants have stronger impact than the ones controlled by center, and "positive message earlier, negative message later (P/N)" order has stronger impact than "N/P" one. Moreover, this study classified all of the online media into the two types, which may have both theoretical and managerial implications. Future research may focus on three issues: (1) the effects of communication mode and EWOM order on attitude persistence; (2) the effects of product categories; (3) the moderating role of other variables influencing consumer behaviors.