Title The impact of ewom message credibility and appeal on consumer attitude and purchase intention: an investigation into movie consumption intention among chinese young adults /
Translation of Title „Ewom” žinučių̨ patikimumo ir patrauklumo įtaka vartotojų požiūriui ir ketinimui pirkti:polinkio vartoti (įsigyti) filmus peržiūrai tarp jaunų kinų tyrimas.
Authors Huang, Yaqian
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Pages 80
Keywords [eng] electronic word of mouth, eWOM credibility, eWOM message appeal, consumers’ attitude, purchase intention, movie review
Abstract [eng] With the rapidly flourishing eWOM communication, it is more and more necessary and critical to understand more about the characteristics of eWOM messages and their exact impact on consumers. The purpose of this master thesis is firstly to examine the impact of four predicators (source credibility, argument quality, eWOM volume and valence) on the perceived credibility of eWOM message and then to examine the impact of eWOM credibility and appeal on consumers’ attitudes and purchase intention in the context of movie reviews among Chinese young adults. To achieve the goal, the study conducted an online questionnaire that involved review readers of douban.com, the most popular online review forum for movies in China. 276 respondents who are aged between 20-35 are involved in this study. It has applied regression analysis via SPSS to measure the potentially influential relationships between related variables. Consistent with previous research, the findings and results confirm the influence of argument quality and eWOM volume on eWOM credibility. However, although some previous studies also support the influence of source credibility and eWOM valence on eWOM credibility, the results of this study show no significant relationships between these two tested predicators and eWOM credibility. The results further indicate that eWOM credibility has a significant impact on consumers’ intentional behaviors and emotional appeal has a stronger impact on consumers’ intentional behaviors than rational appeal does. Built on the research findings and results, both theoretical and practical implications, also the study limitations are discussed and explained.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2021