The Study of Word of Mouth in Students-A Case of NDSL

• Main Authors: Li-chi Liang, 梁立齊
• Other Authors: Meng-yen Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/86204103322072044625

碩士 === 國立臺灣科技大學 === 管理學院MBA === 96 === The purpose of this reaserch is that trying to understand how consumers which composed with students effected by WOM. This reaserch tries to find out some diffirent points and understand the opinions, effect, and communication’s way by WOM through the specific products and interview the suitable consumers with student identity. This reaserch found out that students prefer to transmit WOM face to face. Students recognize the positive or negative WOM according to the utilized of the products. Even though the product has negative WOM, it won’t change students’ purchase choice. Internet is just one kind of tools helping students to find information about the products. Besides, this reaserch found out that students prefer transmitting WOM face to face in highly acceptable products, but transmitting WOM through the internet in low acceptable products.