Study of Word-of-Mouth Behavior with Strong Tie Strength and High Perceived Risk Characteristics of Construction Business in Taiwan

• Main Authors: Yung-fu Liu, 陸永富
• Other Authors: Tom Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/8csg6h

碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === This paper demonstrates the effect of perceived risk and satisfaction on the relationship between tie strength and word-of-mouth of construction industry in Taiwan. With the characteristics of strong tie strength and high perceived risk, the attitude of word-of-mouth behavior is shown to be different between consumers and businesses. A satisfied person who sustains a high perceived risk may not have an intention actively to share his experience with the other people. The study of construction business in Taiwan which owns a good word-of-mouth reputation has been proof to have value-added. To help decision maker makes a right decision, how to evaluate the value of word-of-mouth might be a valueable topic for future research.