Computer-Mediated Word-of-Mouth Communication on RateMyProfessors.com:Expectancy Effects on Student Cognitive and Behavioral Learning

摘要

The purpose of this study was to experimentally test the influence of expectanciesnformed through computer-mediated word-of-mouth communication (WOM) on studentnlearning. Increasingly, students rely on computer-mediated WOM through sites such asnRateMyProfessors.com to aid in the process of information-gathering and course selection.nIt was hypothesized that students who received positive computer-mediated WOM aboutna course would demonstrate greater levels of cognitive and behavioral learning than wouldnstudents who received no information or negative computer-mediated WOM. Resultsndemonstrated the predicted effects for cognitive and behavioral learning. It was furthernhypothesized that observed expectancy effects would be mediated by affect toward learning.nResults supported a partialmediational role for affect in the context of positive expectancies,nbut not negative expectancies. Results were discussed in terms of the role of computer-nmediated WOM in generating expectations, the expectations-affect-behavior hypothesis,nand the influence of student expectations on learning outcomes.