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1 ChineseJournalofManagement Vol.8No.9 Sep (1. ;2. ) : ; : ; ; ; :C93 :A : X(2011) Impactofthee WOM PlatformsonConsumerProductJudgment:APerspectiveonAtributionTheory LIWei 1 WANGZhizhang 2 (1.NankaiUniversityTianjinChina;2.SouthwestUniversityChongqingChina) Abstract:WiththerapiddevelopmentoftheInternetmoreandmoreconsumerbehaviorhasbeen embeddedinthevirtualnetworkssotheinformationfrominternettookincreasinglytheimpacton consumerbehavior.thispaperfromtheperspectiveofatributiontheoryusingexperimentalre searchmethodsanalysesthemainefectsofe WOMpublishingvariousplatformsonconsumercausal inferenceandproductjudgmentandexaminesthemoderatingroleofthevalenceofe WOM onthe platformsandconsumerproductjudgmentrelationship.finalyitdiscussestheideasandstrategyof disseminatingmarketinginformationthroughtheinternet. Keywords:e WOM;platforms;productjudgment;atributiontheory (WOM) :1 ;2 ;3 [1] [5] [6] [23] ( ) ( ) ) ( ( Nokia ) ( Blog) NEWMAN [4] (e WOM) 2 : : (07JA840014); (08BSH020) 1345

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5 : TaKa 16( 2 2 4) Likert 7 (1 1 7 ) Cronbach sα : ( 1) [1621] 4 Likert5 (Cronbach s α=30.88); 4 Likert5 (Cronbach sα=0.81); 1a 1b 1 Likert5 (1= 5= ) df F Sig TaKa TaKa TaKa TaKa ( 94.33%) TaKa TaKa TaKa : p <0.05 p <0.01 p <0.001 t (t =37.33p < ( 0.001) (M =5.91) (M=1.26) 2) a. b. c. ( ) ( ) ( ) 2 TaKa bc (0.429) a (0.532) a (0.530) TaKa 8.76 bc (0.213) ac (0.479) ab (0.483) TaKa 1.85 bc (0.092) 2.63 a (0.198) 2.57 a (0.198) 3 4 (F=3.58 p<0.05) ( 1) (M=3.98) (M=3.84) 3 (M=3.21) 1349

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7 ; 3 [1]BICKARTBSCHINDLER M.InternetForumsasIn fluentialsourcesofconsumerinformation [J].Journal ofinteractivemarketing (3):31~40. [2]HERR MKARDES R.Efectsof Word of Mouth XUE andproductatributeinformationonpersuasion:an Accessibility diagnosticityperspective[j].journalof ConsumerResearch199117(4):454~462. [3]SEN SLERMAN D.Why Wre You Teling Me This An Examinationinto NegativeConsumerRe viewsontheweb[j].journalofinteractivemarket ing (4):76~94. [4]NEWMAN M.TheStructureandFunctionofCom plexnetworks [J].SIAM Review200345(2): ; 167~256. [5]. [J]. ( 2009(6):127~131. [6]DELLAROCASC. The Digitization of Word of ) Mouth:PromiseandChalengesofOnlineFeedback Mechanisms [J]. Management Science (10):1407~1424. [7]CHATTERJEEP. Online Review:Do Consumers UseThem [J].Advancesin Consumer Research (2):129~133. [8]LACZNIAK NDECARLO E.Consumers Respon sesto Negative Word of mouth Communication:An AtributionTheoryPerspective [J].JournalofCon sumerpsychology (1):57~73. [9]GOLDSMITH MHOROWITZD.Measuring Moti vationsforonlineopinionseeking[j].journalofin teractiveadvertising20066 (2):123~135. [10]RIFONJCHOI M.CongruenceEfectsinSpon sorship:the MediatingRoleofSponsorCredibility andconsumeratributionsofsponsor Motive [J]. JournalofAdvertising (1):30~42. [22] [11]WIENERLMOWENC.SourceCredibility:OntheIn ( dependentefectsoftrustandexpertise[j].advances ) inconsumerresearch (1):306~310. [12]EAGLY HCHAIKENS.AnAtributionAnalysis oftheefectofcommunicatorcharacteristicsono pinionchange:thecaseofcommunicatoratrac tiveness[j].journalofpersonalityandsocialpsy chology197557(1):136~

8 [13]GRANOVETTER M.The Strength of Weak Ties [J].AmericanJournalofSociology197883(6): 1360~1380. [14]GRANITZAWARD C.VirtualCommunity:A SociocognitiveAnalysis[J].AdvancesinConsumer Research (1):161~166. [15]XUEFPHELPSE.Internet facilitatedconsumer to consumercommunication:the Moderating Role ofreceivercharacteristics [J].InternationalJour nalofinternetmarketingandadvertising (2):121~136. [16]THORSONS RODGERS S. Relationships be tweenblogsasewom andinteractivityperceived InteractiveandParasocialInteraction[J].Journalof [19]CNNIC.2009 [R]. : 2010:7~8. [20]SKOWRONSKIJCARLSTON E.Negativityand ExtremityBiasesinImpression Formation:A Re view of Explanations [J].PsychologicalBuletin (1):131~142. [21]DUHANFJOHNSON D.InfluenceonConsumer Use of Word of mouth Recommendation Sources [J].AcademyofMarketingScience (4): 283~295. [22]WRIGHTL.The Cognitive Processes Mediating AcceptanceofAdvertising [J].Journalof Market ingresearch197310(2):53~62. ( ) InteractiveAdvertising20066 (2):54~69. [17]BULIKS.WhoBlogs OddsAre MarketersHaveNo : (1956~) Idea[J].AdvertisingAge200717(4):20~27. ( ) [18]. [J]. 2007(22): E mail:buddykingw@g mail.com 36~42. ( 1268 ) [1]. [J] (9):1137~1142. [2]. 3 [J] (9):1290. [3] (19):1~4. [J] [14]. [M]. : (11):5~ :60~69. [4]. [M]// : [16] M. : 2004:128~136. [M].. : [5]. [17]. : [M]. [J]. : (11):211~213. [6] [J] (3): 127~ [7]. : [J]. 2008(1): 57~63. [8]. ( ) [J] (3):323~329. (7):861~866. [11]. [J]. 2009(8):18~ [12]. 12 [J]. 2010(8):67~73. [13]. [J]. [15]. [M]. : [18]. [M]. : [19]. [J]. : 1990(1):100~109. ( ) : (1940~) ; ; [9]. [J]. 2008(12):24~31. E mail:lrh@jnu.edu.cn [10]. [J]

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