行政院研究發展考核委員會. (2010). 數位落差調查結果, 2010, from http://www.rdec.gov.tw/mp100.htm
財團法人資訊工業策進會資訊市場情報中心. (2011). 2011年電子商務發展趨勢與我國業者研究機會, 2011, from http://books.find.org.tw/
Market Intelligence & Consulting Institute (MIC). (2010). 2010年台灣線上購物規模3583億,年增21.5%, 2010, from http://mic.iii.org.tw/
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214.
Akçura, M. T., Gönül, F. F., & Petrova, E. (2004). Consumer learning and brand valuation: An application on over-the-counter drugs. Marketing Science, 23(1), 156-169.
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214.
Akçura, M. T., Gönül, F. F., & Petrova, E. (2004). Consumer learning and brand valuation: An application on over-the-counter drugs. Marketing Science, 23(1), 156-169.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. The Journal of Consumer Research, 13(4), 411-454.
Aldás-Manzano, J., Lassala-Navarré, C., Ruiz-Mafé, C., & Sanz-Blas, S. (2009). The role of consumer innovativeness and perceived risk in online banking usage. International Journal of Bank Marketing, 27(1), 53-75.
Amblee, N., & Bui, T. (2008). Can brand reputation improve the odds of being reviewed on-line? International Journal of Electronic Commerce, 12(3), 11-28.
Andreassen, T. W., & Streukens, S. (2009). Service innovation and electronic word-of-mouth: Is it worth listening to? Managing Service Quality, 19(3), 249-265.
Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronic marketplaces. Management Science, 43(12), 1676-1692.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Bazerman, M. H., Beekun, R. I., & Schoorman, F. D. (1982). Performance evaluation in a dynamic context: A laboratory study of the impact of a prior commitment to the ratee. Journal of Applied Psychology, 67(6), 873-876.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. The Journal of Consumer Research, 14(1), 83-95.
Bettman, J. R., Johnson, E. J., & Payne, J. W. (1990). A componential analysis of cognitive effort in choice* 1. Organizational Behavior and Human Decision Processes, 45(1), 111-139.
Bettman, J. R., & Park, C. W. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. The Journal of Consumer Research, 7(3), 234-248.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), 607-616.
Bobrow, D. G., & Norman, D. A. (1975). Some principles of memory schemata. Representation and Understanding: Studies in Cognitive Science, , 131-149.
Bolen, W. H. (1994). The role of word-of-mouth ''advertising'' in retailing. American Business Review, 5, 11-14.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Boyatzis, R. E. (1998). Transforming qualitative information: Thematic analysis and code development. Thousand Oaks, CA: Sage Publications, Inc.
Bransford, J. D., & Johnson, M. K. (1973). Considera- tion of some problems in comprehension. in W. G. chase (ed.), visual information processing. New York: Academic Press.
Braun, K. A. (1999). Postexperience advertising effects on consumer memory. Journal of Consumer Research, 25(4), 319-334.
Brehmer, B. (1980). In one word: Not from experience. Acta Psychologica, 45(1-3), 223-241.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. The Journal of Consumer Research, 12(1), 1-16.
Brucks, M., & Schurr, P. H. (1990). The effects of bargainable attributes and attribute range knowledge on consumer choice processes. Journal of Consumer Research, 16, 409-419.
Burton, J., & Khammash, M. (2010). Why do people read reviews posted on consumer-opinion portals? Journal of Marketing Management, 26(3), 230-255.
Buttle, F. A. (1998). Word-of-mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
Capon, N., & Kuhn, D. (1980). A developmental study of consumer information-processing strategies. Journal of Consumer Research, 7(3), 225-233.
Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and systematic processing within and beyond the persuasion context. in J. S. uleman & J. A. bargh (eds.), unintended thought (pp.212–252). New York: Guilford.
Chan, K. K., & Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of Advertising, 19(3), 53-60.
Charlett, D., Garland, R., & Marr, N. (1995). How damaging is negative word of mouth? Marketing Bulletin, 6(1), 42-50.
Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28, 129-133.
Chau, P. Y. K., & Lung Hui, K. (1998). Identifying early adopters of new IT products: A case of windows 95. Information & Management, 33(5), 225-230.
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
Chen, Y. C., Shang, R. A., & Kao, C. Y. (2009). The effects of information overload on consumers'' subjective state towards buying decision in the internet shopping environment. Electronic Commerce Research and Applications, 8(1), 48-58.
Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative word-of-mouth communication intention: An application of the theory of planned behavior. Journal of Hospitality & Tourism Research, 30(1), 95-116.
Cheong, H. J., & Morrison, M. A. (2008). Consumers'' reliance on product information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 1-29.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Chevalier, J., & Mayzlin, D. (2006). The effect of word of mouth online: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
Chip, H. (1996). Do people prefer to pass along good or bad news?: Valence and relevance of news as predictors of transmission propensity. Organizational Behavior and Human Decision Processes, 68(2), 79-94.
Crosby, L. A., & Taylor, J. R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9, 413-431.
Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology and Marketing, 25(7), 568-586.
De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
DeCarlo, T. E., Laczniak, R. N., Motley, C. M., & Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities. The Journal of Marketing Theory and Practice, 15(1), 41-51.
Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627-668.
Deighton, J. (1984). The interaction of advertising and evidence. Journal of Consumer Research, 11(3), 763-770.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
Dellarocas, C. (2003). The digitization of word-of-mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
Dellarocas, C., & Narayan, R. (2006). A statistical measure of a population’s propensity to engage in post-purchase online word-of-mouth. Statistical Science, 21(2), 277-285.
Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45.
DeSarbo, W. S., & Choi, J. (1998). A latent structure double hurdle regression model for exploring heterogeneity in consumer search patterns. Journal of Econometrics, 89(1-2), 423-455.
Detlor, B., Sproule, S., & Gupta, C. (2003). Pre-purchase online information seeking: Search versus browse. Journal of Electronic Commerce Research, 4(2), 72-84.
Dhar, R., & Nowlis, S. M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369-384.
Doolin, B., Dillon, S., Thompson, F., & Corner, J. L. (2005). Perceived risk, the internet shopping experience and online purchasing behavior: A new zealand perspective. Journal of Global Information Management, 13(2), 66-88.
Dröge, C., & Darmon, R. Y. (1987). Associative positioning strategies through comparative advertising: Attribute versus overall similarity approaches. Journal of Marketing Research, 24(4), 377-388.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Dwyer, P. (2007). Measuring the value of electronic word-of-mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79.
Elder, R. S., & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived taste. Journal of Consumer Research, 36(5), 748-756.
Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1995). Consumer behavior, 8th ed., TheDrydenPress Harcourt Brace College Publisher.
Engel, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-mouth communication by the innovator. The Journal of Marketing, 33(3), 15-19.
Fiol, C. M. (1990). ‘Narrative semiotics: Theory, procedure and illustration’. in huff, A. S. (ed.), mapping strategic thought. Chichester: John Wiley and Sons.
Fischer, E., Bristor, J., & Gainer, B. (1996). Creating or escaping community: An exploratory study of internet consumers'' behavior. Advances in Consumer Research, 23, 178-182.
Fischhoff, B., & Beyth-Marom, R. (1983). Hypothesis evaluation from a bayesian perspective. Psychological Review, 90(3), 239-260.
Fisk, S. T., & Neuberg, S. L. (1990). A continuum of impression formation, from category-based to individuating processes: Influences of information and motivation on attention and interpretation. Advances in Experimental Social Psychology, 23, 1-74.
Fiske, C. A., Luebbehusen, L. A., Miyazaki, A. D., & Urbany, J. E. (1994). The knowledge-search relationship: It depends. Advances in Consumer Research, 20, 629-635.
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137-147.
Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37(3), 220-230.
Fong, J., & Burton, S. (2008). A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects. Journal of Business Research, 61(3), 233-242.
Franke, G. R., Huhmann, B. A., & Mothersbaugh, D. L. (2004). Information content and consumer readership of print ads: A comparison of search and experience products. Journal of the Academy of Marketing Science, 32(1), 20-31.
Friedman, A. (1979). Framing pictures: The role of knowledge in automatized encoding and memory for gist. Journal of Experimental Psychology: General, 108(3), 316-355.
Furse, D. H., Punj, G. N., & Stewart, D. W. (1984). A typology of individual search strategies among purchasers of new automobiles. Journal of Consumer Research, 10, 417-431.
Gibson, J. J. (1966). The senses considered as perceptual systems. Boston, MA: Houghton Mifflin.
Gino, F., Argote, L., Miron-Spektor, E., & Todorova, G. (2010). First, get your feet wet: The effects of learning from direct and indirect experience on team creativity. Organizational Behavior and Human Decision Processes, 111(2), 102-115.
Glogoff, S. (2001). Virtual connections: Community bonding on the net. First Monday, 6(3), 7.
Goodwin, S., & Etgar, M. (1980). An experimental investigation of comparative advertising: Impact of message appeal, information load, and utility of product class. Journal of Marketing Research, 17(2), 187-202.
Goyal, A. (2008). Managing perceived risk for credit card purchase through supplementary services. Journal of Financial Services Marketing, 12(4), 331-345.
Granitz, N. A., & Ward, J. C. (1996). Virtual community: A sociocognitive analysis. Advances in Consumer Research, 23, 161-166.
Greer, J. D. (2003). Evaluating the credibility of online information: A test of source and advertising influence. Mass Communication and Society, 6(1), 11-28.Gursoy, D., & McCleary, K. W. (2004). AN INTEGRATIVE MODEL OF TOURISTS''INFORMATION SEARCH BEHAVIOR. Annals of Tourism Research, 31(2), 353-373.
Ha, H. Y. (2002). The effects of consumer risk perception on Pre‐purchase information in online auctions: Brand, Word‐of‐Mouth, and customized information. Journal of Computer‐Mediated Communication, 8(1), 1.
Ha, Y. W., & Hoch, S. J. (1989). Ambiguity, processing strategy, and advertising-evidence interactions. Journal of Consumer Research, 16, 354-360.
Hastie, R. (1981). Schematic principles in human memory. Social Cognition. the Ontario Symposium on Personality and Social Psychology, , 39-88.
Hastie, R., & Park, B. (1986). The relationship between memory and judgment depends on whether the judgment task is on-line or memory-based. Psychological Review, 93, 256-268.
Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Henry, A. (1998). Consumer behaviour and marketing action. New York: South-Western College Publishing.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. The Journal of Consumer Research, 17(4), 454-462.
Hilton, J. L., & Darley, J. M. (1991). The effects of interaction goals on person perception. Advances in Experimental Social Psychology, 24, 235-267.
Hoch, S. J., & Deighton, J. (1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
Hoch, S. J., & Ha, Y. W. (1986). Consumer learning: Advertising and the ambiguity of product experience. Journal of Consumer Research, 13(2), 221-233.
Hsieh, Y. C., Chiu, H. C., & Chiang, M. Y. (2005). Maintaining a committed online customer: A study across search-experience-credence products. Journal of Retailing, 81(1), 75-82.
Huang, L. S., Chou, Y. J., & Lan, I. T. (2007). Effects of perceived risk, message types, and reading motives on the acceptance and transmission of electronic word-of-mouth communication. Contemporary Management Research, 3(4), 299-312.
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2), 55-69.
Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. The Journal of Consumer Research, 25(3), 290-301.
Jayanti, R. K., & Singh, J. (2010). Pragmatic learning theory: Distributive consumer learning in online communities. Journal of Consumer Research, 36(6), 1058-1081.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11, 542-550.
Johnson, M. D. (1998). Customer orientation and market action. Upper Saddle River, NJ: Prentice Hall.
Jones, E. E., & Thibaut, J. W. (1958). Interaction goals as bases of inference in interpersonal perception. In Person perception and interpersonal behavior, renato tagiuri and luigi petrullo, eds (pp. 151-178). Palo Alto, CA: Stanford University Press.
Kardes, F. R. (1994). "Consumer judgment and decision pro- cesses," in handbook of social cognition, vol. 2, R.S. wyer and T.K. srull, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
Karjaluoto, H., & Leinonen, H. (2009). Advertisers'' perceptions of search engine marketing. International Journal of Internet Marketing and Advertising, 5(1), 95-112.
Kiel, G. C., & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of Marketing Research, 18(2), 233-239.
Kiesler, C. A. (1971). The psychology of commitment: Experiments linking behavior to belief. San Diego, CA: Academic Press.
King, M. F., & Balasubramanian, S. K. (1994). The effects of expertise, end goal, and product type on adoption of preference formation strategy. Journal of the Academy of Marketing Science, 22(2), 146-159.
Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203.
Klein, L. R., & Ford, G. T. (2002). Consumer search for information in the digital age: An empirical study of pre-purchase search for automobiles. Advances in Consumer Research, 29(1), 100-101.
Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers'' responses to negative word-of-mouth communication: An attribution theory perspective. Journal of Consumer Psychology, 11(1), 57-73.
Lastovicka J.L., G. D. M. (1979). Components of involvement. Attitude Research Plays for High Stakes, , 53-73.
Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative Word‐of‐Mouth behaviour. Canadian Journal of Administrative Sciences, 18(3), 163-178.
Lee, H., Herr, P. M., Kardes, F. R., & Kim, C. (1999). Motivated search: Effects of choice accountability, issue involvement, and prior knowledge on information acquisition and use. Journal of Business Research, 45(1), 75-88.
Lee, H. J., & Huddleston, P. T. (2010). An investigation of the relationships among domain-specific innovativeness, overall perceived risk and online purchase behaviour. International Journal of Electronic Marketing and Retailing, 3(1), 1-4.
Lee, M., & Youn, S. (2009). Electronic word-of-mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499.
Lehto, X. Y., & Kim, D. Y. (2006). The effect of prior destination experience on online information search behaviour. Tourism and Hospitality Research, 6(2), 160-178.
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.
Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13-30.
Li, H., Daugherty, T., & Biocca, F. (2003). The role of virtual experience in consumer learning. Journal of Consumer Psychology, 13(4), 395-407.
Lifestyle monitor. (1998). Lifestyle Monitor, 9, 9-11.
Lin, T. M. Y., & Fang, C. H. (2006). The effects of perceived risk on the word-of-mouth communication DYAD. Social Behavior and Personality, 34(10), 1207-1216.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
Lord, C. G., Ross, L., & Lepper, M. R. (1979). Biased assimilation and attitude polarization: The effects of prior theories on subsequently considered evidence. Journal of Personality and Social Psychology, 37(11), 2098-2109.
Lurie, N. H. (2004). Decision making in information-rich environments: The role of information structure. Journal of Consumer Research, 30, 473-486.
Mahajan, V., Muller, E., & Kerin, R. A. (1984). Introduction strategy for new products with positive and negative word-of-mouth. Management Science, 30(12), 1389-1404.
Mallalieu, L., & Nakamoto, K. (2008). Understanding the role of consumer motivation and salesperson behavior in inducing positive cognitive and emotional responses during a sales encounter. The Journal of Marketing Theory and Practice, 16(3), 183-198.
Marton, F. (1981). Phenomenography—describing conceptions of the world around us. Instructional Science, 10(2), 177-200.
Marton, F. (1986). Phenomenography: A research approach to investigating different understandings of reality. Journal of Thought, 21, 28-49.
Marton, F. (1994). Phenomenography. in T. huson, & T. N. postlethwaite, the international encyclopedia
of education (2nd ed.) (pp. 4424–4429). Oxford: Pergamon Press.
Marton, F., & Booth, S. (1997). Learning and awareness. Publishers Mahwah, New Jerse: Lawrence Erlbaum Associates Inc.
Mattila, A. S., & Wirtz, J. (2002). The impact of knowledge types on the consumer search process: An investigation in the context of credence services. International Journal of Service Industry Management, 13(3), 214-230.
Maute William, R., & Manfred, F. (1991). The effect of attribute qualities on consumer decision making: A causal model of external information search* 1. Journal of Economic Psychology, 12(4), 643-666.
Mehta, N., Rajiv, S., & Srinivasan, K. (2003). Price uncertainty and consumer search: A structural model of consideration set formation. Marketing Science, 22(1), 58-84.
Merton, R. K. (1968). Social theory and social structure. New York: Free Press.
Meyvis, T., & Cooke, A. D. J. (2007). Learning from mixed feedback: Anticipation of the future reduces appreciation of the present. Journal of Consumer Research, 34(2), 200-211.
Mitra, K., Reiss, M. C., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. Journal of Services Marketing, 13(3), 208-228.
Moe, W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of Consumer Psychology, 13(1/2), 29-39.
Moore, W. L., & Lehmann, D. R. (1980). Individual differences in search behavior for a nondurable. The Journal of Consumer Research, 7(3), 296-307.
Mowen, J. C., Park, S., & Zablah, A. (2007). Toward a theory of motivation and personality with application to word-of-mouth communications. Journal of Business Research, 60(6), 590-596.
Murray, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. The Journal of Marketing, 55(1), 10-25.Nelson, P. (1974). Advertising as information. The Journal of Political Economy, 82(4), 729-754.
Olson, E. M., Walker Jr, O. C., & Ruekert, R. W. (1995). Organizing for effective new product development: The moderating role of product innovativeness. The Journal of Marketing, 59(1), 48-62.
O’Sullivan, T. (2010). Dangling conversations: Web-forum use by a symphony orchestra''s audience members. Journal of Marketing Management, 26(7), 656-670.
Ozanne, J. L., Brucks, M., & Grewal, D. (1992). A study of information search behavior during the categorization of new products. The Journal of Consumer Research, 18(4), 452-463.
Pallak, M. S., Mueller, M., Dollar, K., & Pallak, J. (1972). Effect of commitment on responsiveness to an extreme consonant communication. Journal of Personality and Social Psychology, 23(3), 429-436.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.
Park, C. W., Feick, L., & Mothersbaugh, D. L. (1992). Consumer knowledge assessment: How product experience and knowledge of brands, attributes, and features affects what we think we know. Advances in Consumer Research, 19(3), 193-198.
Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. The Journal of Consumer Research, 21(1), 71-82.
Park, D. H., & Kim, S. (2009). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
Patton, M. Q. (2002). Qualitative evaluation and research methods. (3rd ed.). Thousand Oaks, CA: Sage.
Pecotich, A., & Ward, S. (2007). Global branding, country of origin and expertise: An experimental evaluation. International Marketing Review, 24(3), 271-296.
Peirce, C. S. (1958). Collected papers. Cambridge, Massachussetts: Harvard University Press.
Peters, A., & Mennecke, B. (2011). The role of dynamic digital menu boards in consumer decision making. Proceedings of the 2011 Annual Conference Extended Abstracts on Human Factors in Computing Systems, 1693-1698.
Peterson, R. A., & Merino, M. C. (2003). Consumer information search behavior and the internet. Psychology and Marketing, 20(2), 99-121.
Phang, C. W., Kankanhalli, A., Ramakrishnan, K., & Raman, K. S. (2010). Customers’ preference of online store visit strategies: An investigation of demographic variables. European Journal of Information Systems, 19(3), 344-358.
Piaget, J. (1954). The construction of reality in the child. New York: Basic Books.
Pillai, K. G., & Hofacker, C. (2007). Calibration of consumer knowledge of the web. International Journal of Research in Marketing, 24(3), 254-267.
Pomerantz, E. M., Chaiken, S., & Tordesillas, R. S. (1995). Attitude strength and resistance processes. Journal of Personality and Social Psychology, 69, 408-419.
Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. The Journal of Consumer Research, 9(4), 366-380.
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15(2), 253-264.
Rao, A. R., & Sieben, W. A. (1992). The effect of prior knowledge on price acceptability and the type of information examined. The Journal of Consumer Research, 19(2), 256-270.
Ratneshwar, S., Pechmann, C., & Shocker, A. D. (1996). Goal-derived categories and the antecedents of across-category consideration. The Journal of Consumer Research, 23(3), 240-250.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
Robinson, J. P., Shaver, P. R., & Wrightsman, L. S. (1991). Criteria for scale selection and evaluation. Measures of Personality and Social Psychological Attitudes, 1, 1-16.
Ruiz-Mafe, C., & Sanz-Blas, S. (2009). Antecedents and implications of search engine use as prepurchase information tools. International Journal of Internet Marketing and Advertising, 5(1), 17-42.
Ryan, B., & Gross, N. C. (1943). The diffusion of hybrid seed corn in two iowa communities. Rural Sociology, 8(1), 15-24.
Santos, J., & Boote, J. (2003). A theoretical exploration and model of consumer expectations, post‐purchase affective states and affective behaviour. Journal of Consumer Behaviour, 3(2), 142-156.
Sawyer, J. E., Kernan, M. C., Conlon, D. E., & Garland, H. (1999). Responses to the michelangelo computer virus threat: The role of information sources and risk homeostasis theory. Journal of Applied Social Psychology, 29(1), 23-51.
Schiffman, G. L., & Kanuk, L. L. (1987). Consumer behavior, 3d ed. Englewood Cliffs, NJ: Prentice-Hall.
Schindler, R. M., & Bickart, B. (2005). Published word-of-mouth: Referable, consumer-generated information on the internet. Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, , 35.
Schmidt, J. B., & Spreng, R. A. (1996). A proposed model of external consumer information search. Journal of the Academy of Marketing Science, 24(3), 246-256.
Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3/4), 305-322.
Selnes, F., & Troye, S. V. (1989). Buying expertise, information search, and problem solving. Journal of Economic Psychology, 10(3), 411-428.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers'' online choices. Journal of Retailing, 80(2), 159-169.
Smith, R. E., & Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46(1), 81-93.
Solomon, M. R.Consumer Behavior:Buying, having, and, being. (7th ed.). Upper Saddle River, NJ: Pearson Education International.
Soscia, I. (2007). Gratitude, delight, or guilt: The role of consumers'' emotions in predicting postconsumption behaviors. Psychology and Marketing, 24(10), 871-894.
Spears, N. (2001). Time pressure and information in sales promotion strategy: Conceptual framework and content analysis. Journal of Advertising, 30(1), 67-76.
Spiggle, S. (1994). Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21(3), 491-503.
Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18(2), 233-242.Srull, T. K., Lichtenstein, M., & Rothbart, M. (1985). Associative storage and retrieval processes in person memory. Journal of Experimental Psychology: Learning, Memory, and Cognition, 11(2), 316-345.
Strader, T. J., & Shaw, M. J. (1997). Characteristics of electronic markets. Decision Support Systems, 21(3), 185-198.
Strahilevitz, M. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215-241.
Strauss, B. (2000). Using new media for customer interaction: A challenge for relationship marketing. In T. Hennig-Thurau & U. Hansen (Eds.), Relationship Marketing (Pp. 233–253)., , 3-27.
Su, H. J., Comer, L. B., & Lee, S. (2008). The effect of expertise on consumers'' satisfaction with the use of interactive recommendation agents. Psychology and Marketing, 25(9), 859-880.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, 11(4), 1104-1127.
Sundaram, D. S., & Webster, C. (1999). The role of brand familiarity on the impact of word-of-mouth communication on brand evaluations. Advances in Consumer Research, 26, 664-670.
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Measuring cognitive dissonance: A multidimensional scale. Psychology and Marketing, 17(5), 369-386.
Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word-of-mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3/4), 344-364.
Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 39-50.
Tsai, C. C. (2004). Conceptions of learning science among high school students in taiwan: A phenomenographic analysis. International Journal of Science Education, 26(14), 1733-1750.
Van Waterschoot, W., Kumar Sinha, P., Van Kenhove, P., & De Wulf, K. (2008). Consumer learning and its impact on store format selection. Journal of Retailing and Consumer Services, 15(3), 194-210.
Veale, R. (2008). Sensing or knowing?: Investigating the influence of knowledge and self-confidence on consumer beliefs regarding the effect of extrinsic cues on wine quality. International Journal of Wine Business Research, 20(4), 352-366.
Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: Exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 6(2), 71-86.
Voss, G. B., & Ahmed, I. (1992). Extended warranties: A behavioral perspective. Advances in Consumer Research, 19(1), 879-886.
Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393-401.
Weber, R. P. (1990). Basic content analysis.
West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(1), 38-51.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
Wiedmann, K. P., Walsh, G., & Mitchell, V. W. (2001). The mannmaven: An agent for diffusing market information. Journal of Marketing Communications, 7(4), 195-212.
Wirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International Journal of Service Industry Management, 13(2), 141-162.
Wright, A. A., & Lynch Jr, J. G. (1995). Communication effects of advertising versus direct experience when both search and experience attributes are present. Journal of Consumer Research, 21(4), 708-718.
Ying, H. L., & Chung, C. M. Y. (2007). The effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention. Asia Pacific Journal of Marketing and Logistics, 19(1), 75-86.