The Influence of Purchase Involvement and Product Involvement on E Negative Word-of-Mouth behavior: The Case of 3C Products

• Main Authors: Yan-chang Lai, 賴彥錩
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/48627615114794196312

碩士 === 靜宜大學 === 企業管理研究所 === 98 === According to the Taiwan Network Information Center (TWNIC) "2010 Taiwan Broadband Internet Use Survey," that up to February 2010, Taiwan''s online population over one thousand six million. InsightXplorer Research report(2009，10), 63.1% peoples found electronic-word-of-mouth when he Purchasing 3C products. In the internet, product knowledge can rapid spread. Consumer product involvement can quickly increase and Each person the level of purchase involvement is also different. this study researches on the influence of purchase involvement and product involvement on e negative word-of-mouth behavior. The results showed, frist purchase involvement was a significant impact of negative electronic-word-of-mouth. Second product involvement was a significant impact of negative electronic-word-of-mouth. Final Consumers search more time on word-of-mouth have a significant effect.