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

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

《行銷評論》 11卷1期 (2014/03) Pp. 28-49

並列摘要

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.

並列關鍵字

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

參考文獻

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