The Impact of Electronic Word of Mouth on Purchase Intentions-Trust as a Mediator

• Main Authors: Jiang, Meng Yi, 江孟怡
• Other Authors: Chang, Shan Chih
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/39633020272699816825

碩士 === 育達商業技術學院 === 企業管理所 === 97 === Along with increasing users and contents, the internet shopping has gradually become the main channel for customers to acquire the information of products and services. When facing oversized information, consumers tend to ask for others’ help. Under such circumstance, electronic word-of-mouth (EWOM) is flourishing. With the popularization of internet, the internet trust has gradually become the critical factor when consumers are making purchase decisions. The participants in this study were selected from the shopping website and 300 participants returned the questionnaire. The results supported the hypotheses. There are significant correlated effects between EWOM and purchase intentions. Meanwhile, the influence of EWOM and trust on purchase intention was greater than the influence of EWOM on purchase intention.