Abstract
Because of the subjective cognition on Word-Of Mouth (WOM) influence and the fuzziness on perceivedrisk judgment, perceived risk in WOM Influence is a venture variable, which cannot be measured directl y. The aim of this study is to define the mathematics meaning of the influence and develop a new fuzzy set method to build the influence membership functi on to exactly measure the perceived risk in WOM influence. From the fuzzy synthetic index of WOM influence, we can understand the membership grade for each influence factor, which reflects the WOM receivers’ preference cognition and value. Finally, we use the Taiwan consumers of the ecotour ism as an example to do empirical study. The result shows that the financial and physical risks attributes in WOM are higher and more significant. This implies that consumers have the characteristic of higher perceived risk in WOM and they prefer the averse strategy of buying the ecotourism assura nce.
Highlights
IntroductionVoyer (2000) had claimed that “there has been surprisingly little research conducted that has
Voyer (2000) had claimed that “there has been surprisingly little research conducted that hasWord-Of-Mouth (WOM) has gotten more and more examined the effects of Word-Of Mouth (WOM) communications on the attention nowadays
The result shows that the financial and physical risks attributes in WOM are higher and more significant. This implies that consumers have the characteristic of higher perceived risk in WOM and they prefer the averse strategy of buying the ecotourism assurance
Summary
Voyer (2000) had claimed that “there has been surprisingly little research conducted that has. Word-Of-Mouth (WOM) has gotten more and more examined the effects of WOM communications on the attention nowadays. Internet sites, where users may discuss their feelings though extensive efforts have been made to examine about companies and products, allows WOM the effects of WOM Liu, 2006; Villanueve et al, 2008), its impact as researchers and practitioners alike all want to know reveal in different studies is still controversial. It is somewhat ironic remarkable researches develop different models to that many marketers found that it is even more capture the effects of WOM; research has difficult to correctively estimate the effect of WOM. Found that the WOM dyad will adjust their behavior It is somewhat ironic remarkable researches develop different models to that many marketers found that it is even more capture the effects of WOM; research has difficult to correctively estimate the effect of WOM. found that the WOM dyad will adjust their behavior
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