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Electronic Word-of-mouth in the Context of Third-person Effect

Author: KouJiaZuo
Tutor: LiNaiHe
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Electronic word-of-mouth Third person effect Customer awareness Customer behavior Media Information Customer Satisfaction Customer trust Customer Loyalty Customer Commitment ANTA Sports Products
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 226
Quote: 0
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The enterprise always the pursuit of customer satisfaction, trust, loyalty and commitment. Under the 20-80 rule, eighty percent of the profits from the twenty percent of the customers, these customers have the above characteristics. Clearly, the development of these customers have a lot of benefits, on the surface, they will multiple purchases spread positive word-of-mouth, and not easily converted to other products or brand. Ultimately, these benefits will translate into profits and help the companies to complete his ultimate goal. These benefits, the impact of electronic word-of-mouth is the most difficult to analyze from the time and scope and the most influential. Due to the rapid development of the Internet, electronic reputation can be covered within a very short time countless customers worldwide, and can always exist on the network. Once it begins to spread its influence will be stronger. For businesses, the application of electronic word-of-mouth is considered the most efficient and the most powerful way of marketing. It not only can greatly expand the enterprise sales, is also the cheapest way to sell products. However, when the electronic word-of-mouth is negative, the damage to the enterprise is very large. Unfortunately, it is difficult for us to prevent the negative or the generation and dissemination of sensitive electronic word-of-mouth, especially when these electronic word-of-mouth is be used to destroy the image and reputation of the competitors. Furthermore, because of the lack of monitoring of the Internet public opinion, often when more intense market competition, false and manipulation of electronic word-of-mouth will be the resulting. Therefore, the enterprises are very need to have the ability and knowledge to address the electronic word-of-mouth, when faced with different forms of electronic word-of-mouth, better analysis and prediction of the reaction and behavior of different customers, helping to handle emergencies. The main purpose of this paper is to study the effect of the third person electronic word-of-mouth, to explore the presence of the third person effect in electronic word-of-mouth, and study the the customer third person effect relationship of the cognitive and behavioral. Many past studies of the impact of the third person effect factors, such as the consensual nature of the information, and customer knowledge, however, there is little literature on the different types of electronic word-of-mouth, for example, the positive and negative electronic word-of-mouth and the third person effect What relationship. In addition, the action may be made of different customer satisfaction for the positive and negative electronic word-of-mouth is not the same, this article will explore and analyze different types of customers most likely to read the positive and negative electronic word-of-mouth behavior. Recognize electronic word-of-mouth is how to influence the customer's cognitive and behavioral, companies can know how to more effectively use the electronic word-of-mouth, the electronic word-of-mouth marketing plan developed for different types of customers. The same time, when the negative word-of-mouth appears, the enterprise can understand or predict the behavior of different types of customers may have to develop a crisis management plan, and depending on the type of customer, to minimize losses.

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