| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 96 === Compared to the blandishments of manufacturers, consumers generally believe the suggestion of the WOM. However, the prosperous of the Internet environment, consumers search product or service information on the internet before they make purchase decisions. The reason is because consumers want to reduce the risk by internet WOM.
Internet WOM disseminators with consumers do not have any benefits relationship, therefore opinion expression is neutral and reliable, More and more academic researches tell us that because of the Internet far-reaching features, consumers can find information needed over the Internet. However, the anonymity of the Internet features also make the information seem unreliable.
In this study, we will discuss the credibility of Internet WOM; in-depth interviews are conducted for consumers with the use of the Internet for more than three years experiences. To understand consumers on the Internet WOM credibility of the decision-making model, using data analysis to conclude this study.
The results of this study showed that Internet WOM credibility consist of the following three categories :
1. Professionalism : Professionalism consists of four groups, "expertise of disseminators" , "expertise of recipients", "professional Internet WOM" and "features of the network platform"
2. Reliability : Reliability consists of five groups, "reliable information of Internet WOM", "Internet WOM sources" , " experience of recipient " , "brand and products" and " trust of communicators " five categories.
3. Sociability : Sociability consists of two groups,"social recommendation" and "social interaction".
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