Abstract
This paper investigates the influence of electronic word-of-mouth
information provided by other consumers, called consumer generated
information, to a consumer received the information in the context of
consumers choosing to purchase products. An effect of increasing the
preference of the product, called product attitude effect, and an
effect of increasing the expectation of the future with the product,
called purchase attitude effect, are introduced to investigate the
influence. The experiment design used consists of two steps: (1)
subjects choose a digital camera from two by using information from
the makers and (2) the subjects change their attitude toward the
chosen digital camera by using presented consumer generated
information. The significance of these findings is discussed from the
viewpoint of disparity in classes of product's characteristics.
