WHEN DOES NEGATIVE EWOM HAVE POSITIVE EFFECTS? THE EFFECTS OF TYPES OF NEGATIVE EWOM AND THE SENDERS' IDENTITY ON ITS PERSUASIONS

摘要

Negative word of mouth is an important problem to face in internet marketing. This study will determine the impacts of the type of negative word of mouth and the identity and the reputation of the sender on consumer attitudes from the perspective of two-sided message. A factor experiment about eWOM is designed with college students as subjects and a career book as experimental products. Results showed that the amount of negative word of mouth can enhance the credibility of eWOM, subjective reviews can reduce the negative effect of negative reviews on product evaluation, and the identity of reviews' sender can enhance the credibility and product evaluation of two-sided eWOM.