The Effects Of Word Of Mouth Dispersion On Consumers' Product Evaluation

WOM,especially on-line WOM,is a hot topic in the field of marketing,and the various characteristics and parameters of the WOM have different degrees of impact on consumers' behavior.It is also true with the WOM dispersion.From the perspective of on-line WOM dispersion,this literature sets up four studies to find out the effects of WOM dispersion on consumers' product evaluation.The study 1 verifies the main effect of the model which is that high WOM dispersion leads to low product evaluation;the results of the study 2&3 demonstrate that product attributes will moderate the effects of WOM dispersion on consumers' product evaluation;and the study 4 shows that product involvement has the similar effect.Also,the dispersion attribution is proved to be a mediator of the model.The study will enrich the conception of the variables which are demonstrated in the paper.Meanwhile,the study provides some practical advice for companies to know better about their consumers.