Show simple item record

dc.contributor.advisorEastin, Matthew S.
dc.creatorWang, Saien
dc.date.accessioned2014-07-28T15:44:30Zen
dc.date.issued2014-05en
dc.date.submittedMay 2014en
dc.identifier.urihttp://hdl.handle.net/2152/25282en
dc.descriptiontexten
dc.description.abstractThe objective of the study is to extend the emerging body and scope of research on consumer’s attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer’s attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews.en
dc.format.mimetypeapplication/pdfen
dc.language.isoenen
dc.subjectOnline Consumer Reviews, eWOM, Message, Source, Attitude, Purchase Intentionen
dc.titleThe effect of online consumer reviews on attitude and purchase intention : the role of message and source characteristicsen
dc.typeThesisen
dc.date.updated2014-07-28T15:44:31Zen
dc.description.departmentAdvertisingen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record