A study on the effects of word-of-mouth on the evaluation of different types of product attributes
Boey, Marvin Jian Zhi
Ong, Shu Pei
Date of Issue2008
College of Business (Nanyang Business School)
The effects of Word-of-Mouth (WOM) on the receiver’s attitudes and behavioural intentions have been studied at length by fellow WOM researchers. Existing WOM literature has also investigated the effects of positive WOM (PWOM) and negative WOM (NWOM). In addition, past research has suggested that all products or services can be differentiated in terms of search, experience and credence attributes. What lacks in the literature is an investigation on the effect of WOM valence on the evaluation of the different types of product attributes (search, experience and credence). This paper seeks to investigate the differential effects of WOM valence on the evaluation of search, experience and credence product attributes.
Final Year Project (FYP)
Nanyang Technological University