| dc.creator (作者) | 邱志聖 | zh_TW |
| dc.creator (作者) | Chiou,Jyh-Shen;Cheng,Cathy | - |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 3-Dec-2008 13:53:23 (UTC+8) | - |
| dc.date.available | 3-Dec-2008 13:53:23 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-Dec-2008 13:53:23 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/12483 | - |
| dc.description.abstract (摘要) | This study examined the impact of messages on a discussion forum regarding a consumer`s brand evaluation and attitude toward the Web owner. Four hypotheses were developed based on consumer behavior theories. An experiment using a 2×3×2 between participants factorial design was conducted to test the hypotheses. The results showed that message favorableness and message number on an Internet discussion forum can influence a consumer`s brand evaluation and attitude toward the Web owner. However, the effects are different under different levels of preexisting brand image. Negative messages hurt mainly low-image brands, whereas message repetition helps only high-image brands. | - |
| dc.format | application/ | en_US |
| dc.language | en | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Interactive Marketing, 17(3), 50-61 | en_US |
| dc.title (題名) | Should A Company Have Message Boards on Its Web Sites | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/dir.10059 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/dir.10059 | - |
