Abstract
A number of studies in electronic word-of-mouth (eWOM) literature made reference to relationships purchase intention and attitude in single valence (either positive or negative) messages. When studies included both positive and negative information, these relationships became unclear. This study utilized a 2x2x2 factorial design in exploring the relationship between message sidedness (one vs. two), message framing (positive vs. negative), and involvement (high vs. low) on perceived message credibility and eWOM adoption. In total 237 survey questionnaires were collected. Through data analysis, it was found that negative reviews significantly influence credibility over positive reviews. Furthermore, the effects of framing outweigh the effects of sidedness when deciding the credibility of a message. In this same way, when the eWOM effects of sidedness and framing are combined, the relationship between credibility and adoption cannot be explained. Finally, individuals who read eWOM reviews adopt to those messages regardless of their perceived message credibility. For high involvement respondents, two-sided messages (both negative and positive) had a higher affect on adoption than one-sided eWOM messages. Low involvement individuals, reacted to the framing of the message and adopted to positive messages but rejected negative messages. The Elaboration Likelihood Model (ELM) is used to explain this phenomenon.
Published Version
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