Abstract：Electronic word-of-mouth (e-WOM) dispersion, reflecting the extent of reviewers’ opinion divergence regarding the product, determines consumers’ purchase decision. Based on the prior work, this study investigates the contextual antecedents of the existing attribution choice model for e-WOM dispersion. The empirical findings of three case studies using 332 participants showed that ①consumers exhibiting strong endowment for a product/service are more tolerant of the high dispersion option; ②when consumers exhibit strong endowment for a given product, feelings of ‘pre-factual ownership’ associated with emotional attachment will mitigate the negative influence of e-WOM dispersion on purchase intention by promoting reviewer-related attribution, rather than product-related attribution.
谢光明，蒋玉石，石纯来. 考虑禀赋效应调节作用的网络口碑离散对消费者购买意愿的影响[J]. 管理学报, 2019, 16(3): 425-.
XIE Guangming，JIANG Yushi，SHI Chunlai. The Influence of E-WOM Dispersion on Purchase Intention: The Moderating Role of Endowment Effect. Chinese Journal of Management, 2019, 16(3): 425-.
