The Influence of Product Information Richness on Trust in E-WOM: The Moderating Roles of Brand Familiarity and Brand Image
碩士 === 靜宜大學 === 企業管理研究所 === 97 === Previously, studies show that consumers to browse product information from Websites, they trust electronic word-of-mouth or not in accordance with review-length and review quantity. Previously, studies show that brand familiarity and brand image affect consumer tru...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/mym2v4 |
| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 97 === Previously, studies show that consumers to browse product information from Websites, they trust electronic word-of-mouth or not in accordance with review-length and review quantity.
Previously, studies show that brand familiarity and brand image affect consumer trust to the enterprise. This research combines two viewpoints, examines product information richness affect consumer''s trust electronic word-of-mouth whether will be the moderating roles of brand familiarity and brand image.
This research adopts a quasi- experiment design, and recycling a total of 242 valid questionnaires. The result showed that review-length and review quantity forward affect consumer''s trust electronic word-of-mouth. And the interaction affect of brand familiarity and review quantity is significant in trust electronic word-of-mouth. Furthermore, the interaction affect of brand image and review quantity is significant in trust electronic word-of-mouth. But the interaction affect of brand familiarity and review-length is no significant in trust electronic word-of-mouth. And the interaction affect of brand image and review-length is no significant in trust electronic word-of-mouth.
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