Does Product Type Affect Electronic Word-of-Mouth Richness Effectiveness? Influences of Message Valence and Consumer Knowledge

Authors

Shuling Liao, Yuan Ze University, TaiwanFollow
Crystal Tzu-ying Lee, National Cheng-chi University, TaiwanFollow
Tzu-han Lin, Yuan Ze University, TaiwanFollow
Meng-chen Lin, Yuan Ze University, TaiwanFollow

Document Type

Article

Abstract

Drawing on the information richness theory, this study attempts to address how valence of electronic word-of-mouth (eWOM), product type and consumer knowledge will yield different levels of eWOM richness. The results based on an experimental study suggest that negative eWOM has a stronger effect in producing eWOM information richness than does positive eWOM, and such effect is more pronounced for a leisure farm tour (experience goods) than for digital camera (search goods). The tendency that negative eWOM will provide richer information for the leisure farm tour is more evident for high-knowledge consumers than for low-knowledge consumers. The study’s results caution against the aggravated harm of negative eWOM incurred from the dissatisfactory experience of a leisure farm tour.

Recommended Citation

Liao, Shuling; Lee, Crystal Tzu-ying; Lin, Tzu-han; and Lin, Meng-chen, "Does Product Type Affect Electronic Word-of-Mouth Richness Effectiveness? Influences of Message Valence and Consumer Knowledge" (2014). ICEB 2014 Proceedings (Taipei, Taiwan). 47.
https://aisel.aisnet.org/iceb2014/47