Electronic Word-of-Mouth: An Observational Study of Interpersonal Online Communication

Electronic Word-of-Mouth: An Observational Study of Interpersonal Online Communication

杜柏登(Brandon DuBreuil)

指導教授 ： 廖淑伶

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2012年)

摘要

The internet today is dominated by interpersonal interactions. This has led to electronic word-of-mouth becoming an influential source of information to the modern consumer. This study adds to the knowledge of interpersonal online communication behavior. A research framework consisting of the attribution theory and the dialectical thinking theory was developed. Threads from a popular food forum were then analyzed using netnography. The results show that individuals use positive and negative attributions towards oneself or another to help strengthen statements made online. In addition, dialectical posts elicit more conversation than do non-dialectical posts.

關鍵字

Electronic word-of-mouth ； attribution theory ； dialectical thinking theory ； hedonic and utilitarian products ； online thread development

並列摘要

The internet today is dominated by interpersonal interactions. This has led to electronic word-of-mouth becoming an influential source of information to the modern consumer. This study adds to the knowledge of interpersonal online communication behavior. A research framework consisting of the attribution theory and the dialectical thinking theory was developed. Threads from a popular food forum were then analyzed using netnography. The results show that individuals use positive and negative attributions towards oneself or another to help strengthen statements made online. In addition, dialectical posts elicit more conversation than do non-dialectical posts.

並列關鍵字

online thread development ； Electronic word-of-mouth ； attribution theory ； dialectical thinking theory ； hedonic and utilitarian products

參考文獻

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