Electronic Word of-Mouth (eWOM) helps consumers evaluate product quality and reduces decision risk without physical trials, and makes their purchase decision. More and more firms are embracing and applying eWOM marketing strategy as a complementary strategy for advertising to increase sales. However, little has been known regarding the mechanism underlying the eWOM effect on online consumer behavior and purchase decision. The paper is to examine the effect of eWOM to provide practitioners insightful guidance on service systems design and the allocation of firm resources to more effectively develop eWOM marketing strategies. This article seeks to shed light on eWOM effect from the empirical study. Consumers are increasingly using online consumer reviews to evaluate product quality. It is paramount for marketers to understand what makes online consumer reviews helpful to consumers and how this evaluation affects their decisions. Dual-process theory has been adopted in this study to investigate the factors and its links with consumers' purchase intention.This article examines how the electronic word of mouth (eWOM) information attitude (positive vs. negative), website's reputation, motivation to process information, consumer reviews, product evaluations, information quantity and source credibility contribute to the eWOM effect. The article also describes a study on the moderating role of the product type. The empirical study also examines the effects of electronic word-of-mouth (e-WOM) on consumer consideration and choice of an product.The survey results from 652 participants of an online survey. The study consisted of an online survey that was conducted on a survey website in 2015. All measurement items were measured using 7-point Likert scales. In order to provide greater insight into the results, several iterations of factor and reliability analyses were undertaken to determine a reduced set of composite dimensions. Principal component analyses and reliability analyses were used to simplify and purify the factors by removing variables with less loadings. The proposed model was analyzed by using the maximum likelihood method (i.e., ML), with structural equations analyses (LISREL 8). This study highlights that consumers’ reliance on online user reviews to choose products is significantly influenced by the quantity of products available. This study also proposes a more robust hierarchical structure to model the interaction effect between online user reviews and product quantity. This article further studies the impact of eWOM across brand reputation websites on consumers’ purchasing decisions. In parallel with the eWOM available on the Internet, consumers are able to reach almost every piece of eWOM brand reputation relevant to their interested products. The effect of eWOM motivation may influence consumers’ search costs for product information and affect their final decisions.

The main purpose of the research is to examine how to evaluate good governance, capacity-building, marketing communication strategy, performance measures based on the empirical results. Related literature is reviewed for building the indicator of the research construct. The paper examines the global platform for interface marketing and management for the city context. Governance dimensions include antitrust, liability, consumer protection and intellections. Capability consists of transportation, manufacturing and communication facilities. Performance measures include economic performance and welfare indicators. The research employs the mail survey and interview research methods to collect data from 172 government officers. Good governance, capacity-building strategy, marketing communication strategy, performance measures were reviewed and provided an adequate model for improving policy performance. A city owns good governance and capacity-building, this can attract more business investment for maintaining unique characteristics and competitive advantages. A set of city marketing activities could be an effective policy instrument to achieve the goal of sustainability development and better performance for communicating city citizens. The research also applies the case study and questionnaire survey for examining the research issues empirically. Tainan and Kaohsiung City in Taiwan were selected for research subject for building the measurement indicators. The study tests the predictions of relationships by using mail survey data from chain store and franchise firms and employ structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze the research questions. Results show that governance, capacity-building, citizen communication strategies are key factors in reinforcing cities performance. This research suggests the authority governance and capacity-building systems regularly. Meanwhile, the main issue is how to implement good governance, capacity-building, citizen communication strategy toward sustainability development and performance. This research suggests policy assessment, policy recommendation, policy alternatives and city marketing implications in the future. The study ends with a discussion of theoretical and managerial implications.