Effects of Perceived Risk, Message Types, and Reading Motives on the Acceptance and Transmission of Electronic Word-of-Mouth Communication

  • Li-Shia Huang
  • Yu-Jen Chou
  • I-Ting Lan

Abstract

Electronic word-of-mouth communication has a powerful impact on service industries. This study specifically examines negative messages on Internet forums to determine the impact of service characteristics (high versus low perceived risk), message types (affective versus instrumental), and consumer reading motives (informational versus interpersonal) on opinion acceptance, boycott intentions, and transmission intentions. Consumers have higher boycott intentions toward high perceived risk services after they read negative messages. Moreover, instrumental messages are more influential than affective messages, and consumers driven by interpersonal motives are more likely to transmit messages than are those driven by informational motives. Finally, a significant interaction effect exists between message types and reading motives. BAI2006 paper ID:6181

Author Biographies

Li-Shia Huang
Assistant Professor, Department of Business Administration, Fu-Jen Catholic University
Yu-Jen Chou
Assistant Professor of Industrial Management, Aletheia University
I-Ting Lan
Master of Business Administration, Fu-Jen Catholic University
Published
2007-12-18
How to Cite
Huang, L.-S., Chou, Y.-J., & Lan, I.-T. (2007). Effects of Perceived Risk, Message Types, and Reading Motives on the Acceptance and Transmission of Electronic Word-of-Mouth Communication. Contemporary Management Research, 3(4). https://doi.org/10.7903/cmr.93
Section
Marketing