| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 98 === In recent years, the comments by consumer written has attracted a lot of attention on the Internet. The comments is called Electronic Word-of Mouth(eWOM)might have an impact on consumers'purchase behavior. The eWOM is easier to communicate and distribute faster than WOM. Many studies have conducted to explore the effect of eWOM on consumers' purchase behvior. However, the relationship between eWOM and Purchase Intention for a special type of products: digital goods are not clear. Thus, It is necessary to investigate the relationship between eWOM and purchase intention for digital goods. This paper aims at exploring the effect of eWOM, brand awareness and source credibility to purchase intention for digital goods. This paper used online experimental method, and focused on two types of digital goods: online games and online music. In the online game experiment, there are 1,321 participants, and 631 participants in online music experiment. All participants was voluntary participation this experiment. The results showed that the interaction of eWOM and source credibity had signigicant effects on purchase intention in this online game experiment. And the results showed that the eWOM had effects on purchase intention in the online music experiment. The study suggested that the product characteristics might be a moderator of the complex eWOM effect on the digital goods. This study contributes to the academic by empirically tested the relationship between the eWON, brand awareness and credibitlity on digital goods and provided a more solid foundation that eWOM might affect consumers' online purchase intention.
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