The Impact Of Ads And Positive/Negative Word-Of-Mouth On Consumers' Expectancy-Value And Purchase Intension

In today's society,people are living in a place where information is exploding.Mass media and various marketing tools are helping this situation happen.Whether the information are paradoxical and the communication order of information both work in the perception and evaluation of consumers.As the enterprise,they can also use these rules to help themselves in marketing communication.This thesis,based on Expectancy-value model and discounting theory,using experimental method and analyzing data through demonstration,studies consumers' different perception of evaluation on information(Ad and Positive/Negative Word-Of-Mouth) resulted from different combinations and orders.At the end of the thesis some interesting results are discussed such as:positive information can diminish the effect of negative information and the communication order of information is important.The purchase intension is demonstrated positively correlative with the expectancy value.At last,this research discusses the results and point out the further directions.