Consumers tend to choose products with too many features at the time of purchase that they later find difficult to use. Such the reverse phenomenon of preferences has been called “Feature Fatigue”. Previous research has implied that “Feature Fatigue” usually results in switching or negative word of mouth activity.

In this study in order to demonstrate the effect of “Feature Fatigue”, two surveys were conducted on the digital camera's repurchase behavior. An analytical model based on the hypothesis demonstrates that “Feature Fatigue” has a negative impact on the actual repurchase behavior. In addition, “Feature Fatigue” can cause negative word of mouth activity, decline in positive word of mouth activity, and weaken the effect of brand commitments which suppress negative word of mouth activity.

Narrative transportation is to be immersed in a narrative story, has been proposed as a distinct route to persuasion. And its underlying mechanism is described in self-referencing and mental simulation. The present study explores word-of-mouth from the perspective that this type of communication is typically structured as a narrative. For examining how word of mouth (blog) affects receivers' evaluation toward the product and the media, this article proposed a framework based on narrative transportation theory and analyzed it empirically. The result showed that perceived narrative structure in blog led receivers advance narrative transportation deeply, and the level of narrative transportation influences receivers' evaluation toward the product and the media positively.