Effects of message framing and consumers' regulatory focus on perceived credibility of electronic word-of-mouth and purchase intention

We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in T...

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Bibliographic Details
Published in:Social behavior and personality 2021-11, Vol.49 (11), p.1-14
Main Authors: Hsu, Tzu-Fan, Yang, Chao-Ming
Format: Article
Language:English
Subjects:
Advertising
Behavior
Consumer behavior
Consumers
Credibility
Decision making
Electronic Word-Of-Mouth
Frame analysis
Marketing
Message Framing
Perceived Credibility
Prevention
Prevention Focus
Product reviews
Promotion Focus
Purchase Intention
Regulatory Focus
Social aspects
Variance analysis
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Summary:We adopted a two-way analysis of variance to evaluate the effect of positive and negative message framing and consumers' regulatory focus (promotion- and prevention-focused) on the perceived credibility of electronic word-of-mouth (eWOM) and purchase intention. Participants were 344 adults in Taiwan aged between 20 and 60 years. Results show that (a) prevention-focused (vs. promotion-focused) consumers perceived eWOM had greater credibility when they were presented with a negatively framed message, (b) negative (vs. positive) message framing increased the perceived credibility of eWOM for prevention-focused consumers, (c) promotion-focused (vs. preventionfocused) consumers had a stronger purchase intention when presented with a positively framed message, and (d) both prevention- and promotion-focused consumers had stronger purchase intention when exposed to a positively (vs. negatively) framed message. Our findings may provide a reference for companies to establish a set of eWOM marketing strategies.
ISSN:0301-2212
1179-6391
DOI:10.2224/sbp.10274