| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 98 === Indicated by research these days, “online word-of-mouth” has become one of the most important strategies in marketing. More and more consumers choose to refer to online word-of-mouth before they make any decisions, which in turn affect their buying intention and even lead to behavior. However, the causal relationship between online word-of-mouth and buying intention is still unclear.
Under the social network analysis paradigm, this research treats online word-of-mouth as the structure of dynamic interacting network and consumer attitude as the individual behavior within this network. Furthermore, this research believes that the interaction between the network and individual behavior is a dynamic change, and examines it with diachronic analysis.
Research results reveal that the influence of in-degree effect and popularity effect is significant, indicating that members of network tend to establish inward relationship and interact with members with high in-degrees. Buying intention has significant effect on selection and influence, indicating that members of network tend to interact and establish relationship with the ones with similar consumer attitude. In a word, both the structure of network and individual behavior affects each other.
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