Title page for etd-0714111-023034


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URN etd-0714111-023034
Author Cheng-ying Wu
Author's Email Address No Public.
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Department Communications Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Cognitive Dissonance Theory and Trust of Online Word-of-Mouth Recommendation
Date of Defense 2011-06-27
Page Count 88
Keyword
  • Cognitive Dissonance
  • Online word-of-mouth
  • Risk Relieve Strategies
  • Abstract Because of the popularity of the internet, consumers make purchase decision based on online word-of-mouth recommendation. However, this is risky. Many consumer find that what they buy is not quite the same as the online word-of-mouth recommends. Consumers may therefore generate Cognitive dissonance. Despite the bad experience, Internet users still make purchase decision based on word-of-mouth recommendation afterward. This study investigates the relationships among cognitive dissonance of online word-of-mouth users, the risk relieve strategies, and trust. The results find that consumers with inertia prefer store image as risk relieve strategy the most, consumers with over-confidence prefer shopping the most. It is found that inertia and over-confidence positively affect trust. This research contributes to theory by applying the theory of cognitive dissonance in the finance management field to consumer online word-of-mouth behavior and by designing the questionnaire, this paper also provides empirical evidence to support the validity and credibility of the construct items. It makes acaedemic contribution by examining effects of cognitive dissonance on risk strategy and trust.
    Advisory Committee
  • Ying-hui Liu - chair
  • Shu-chuan Yeh - co-chair
  • Ya-ching Lee - advisor
  • Files
  • etd-0714111-023034.pdf
  • indicate accessible in a year
    Date of Submission 2011-07-14

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