The Moderating Roles of Prior Attitude and Message Acceptance in Electronic Word of Mouth

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Shin Heejae
Wirawan Dony Dahana


The purpose of this study is to examine how the effect of electronic word of mouth (eWOM) on consumer decision can be moderated by prior attitude and message acceptance. The authors investigate potential different effects of the two factors on persuasive impact of eWOM for different message valences: positive and negative eWOM. They test some hypothesis concerning the moderating effects in a context of consumer’s brand choice decision which is measured through an experimental study. One of the key findings is that prior attitude significantly altered choice probabilities only when subjects received positive messages. Conversely, the moderating effect of message acceptance was significant for negative messages, but not for positive messages. The results provide some important insights that are useful for anticipating the sales impact of eWOM.

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