| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 95 === Recommend sources to divide into four kinds: The products of experience recommend systematic, expert''s recommendation sources, other consumer''s recommendation sources and products recommended websites, regard the above four kinds as the recommendation source of this research, the influence of probing into these four kinds of recommendation sources and buying the will to consumers separately. This research puts into the type of the products, personality speciality, Uses and Gratifications Theory as interfering parameters, whether probe into this three parameters to producing the reciprocation between the will of buying in different recommendation sources.
The result of the research revealed different recommendation sources have difference of showing to the will of buying, and fictitious products of experience recommend systematic purchase will most high. Recommend the source differently and purchase will, there is difference of showing between the wills in special confrontation of personality. The variable Cognition and Social Integral have significant effects on recommending the source toward purchase will.
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