| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 97 === Word-of–mouth is one of the most popular research topics in academic field and its effects on the consumers have been confirmed by the academics. However, with the development and popularization of Internet, word-of-mouth can be spread through Internet as online word-of-mouth. Besides, through Internet, consumers can search for information, share their comments and exchange their experiences without the limit of time and space. The persuasion of online word-of-mouth is determined by contents, pictures and expertise of reviewer and has significant effects on consumer’s purchasing decision and product sales. Therefore, the purpose of this research is to explore the effect of attributes of online word-of-mouth on consumer’s purchasing intention.
With reference to the models proposed by Park, Lee and Han (2007), Davis and Khazanchi (2008) and Ohanian (1991) , this research explored the effects of three attributes of online review, quality, visual cues and reviewer, on consumer’s purchasing intention. With involvement as moderating variable, it also applied Elaboration Likelihood Model (ELM) to explore the moderating effects of different involvement consumers on the attributes of online reviews and their purchasing intentions.
This research adopted experimental method as research design and used online questionnaires to implement the survey. Total 615 questionnaires were collected, among which 523 questionnaires were valid. Finally, ANOVA was used to test the hypotheses and the main results were: 1) “review quality” positively and significantly affect consumer’s “purchasing intention” 2) the review with “visual cues” significantly strengthen consumer’s “purchasing intention” 3) the professional reviewer have positive and significant effect on consumer’s “purchasing intention” 4) “review quality” and “reviewer type” have greater effect on the purchasing intention of high-involvement consumers than of low-involvement consumers.
Finally, according to the results, this research presents three points of practical recommendations for the operation management of online reviews. It is hoped that the findings of this research would provide online reviews operators with reference for improvement.
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