Effects of Electronic Word-of-mouth on Consumer Behavior: Focusing on the Strength of Positive and Negative Messages

2017 Fiscal Year Final Research Report

• Project/Area Number: 16H07242
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Single-year Grants
• Research Field: Commerce
• Research Institution: Ritsumeikan University (2017); Toyo University (2016)
• Principal Investigator: Kikumori Mai 立命館大学, 経営学部, 准教授 (20778948)
• Project Period (FY): 2016-08-26 – 2018-03-31
• Keywords: インターネット上のクチコミ（eクチコミ） / 消費者行動 / マーケティング

Outline of Final Research Achievements

Electronic word-of-mouth (e-WOM) has become one of the most useful and important information source for consumers, and then, e-WOM has strong impacts on consumer purchase decision with the growth of the Internet and information technology. This study examines what impacts e-WOM has on consumer behavior, focusing on the content of e-WOM messages, especially the ratio and the strengths of positive and negative messages. Also, this study attempts to identify the situation where the effects of e-WOM are encouraged and inhibited.

Free Research Field

マーケティング・消費者行動