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| The Influence of E-WOM Dispersion on Purchase Intention: The Moderating Role of Endowment Effect |
| XIE Guangming，JIANG Yushi，SHI Chunlai |
| Southwest Jiaotong University, Chengdu, China |
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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.
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Received: 14 April 2018
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