题名

Do Types of Virtual Community Matter for the Effects of Online Advertisement and Electronic Words of Mouth?

作者

Chi-Hsing Tseng；Hsin-Chih Kuo；Jian-Ming Chen

关键词

online advertisement ； electronic word of mouth ； virtual communities ； purchase intention

期刊名称

行銷評論

卷期/出版年月

11卷1期（2014 / 03 / 01）

页次

28 - 49

内容语文

英文
英文摘要

With the spread of the Internet, virtual communities (VCs) have important applications for business. Moreover, advertisements (ads) and electronic word of mouth (eWOM) are central to the key strategies that firms adopt to reap commercial benefits from VCs. However, the commercial benefits of ads and eWOM is questionable in a virtual context. An increasing number of scholars suggest that firms should adopt activities that are appropriate for specific types of VCs. This study tries to examine the influences of online ads and eWOM on purchase intention according to different types of VCs. After surveying 290 valid responses, this study found that the effectiveness of online ads on purchase intention is lower in non-transaction VCs than in transaction VCs, especially static ads. Positive eWOM has a significantly positive effect on purchase intention, while negative eWOM has greater negative impact on purchase intention of non-transaction VC members.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 蕭至惠(2016)。品牌贊助商的廣告溝通效果之研究─以倫敦奧運為例。行銷科學學報，12(1)，39-62。
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