The Study of the Effects of Source Credibility of Word-of-Mouse, Consumers'' Trust and Involvement on Purchase Intention

• Main Authors: Cheng-Chun Chung, 鍾政君
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/38078009421171013269

碩士 === 朝陽科技大學 === 應用外語研究所 === 99 === With the high development of internet technology, it appears more and more consumer product discussions in the internet. Consumers tend to read consumer’s review online before they buying an unfamiliar product for helping decision making. Word-of-mouse has the characteristics of lasting longer time, no geographic restriction, and anonymity. However, anonymity of Internet occurs the doubt of the credibility of word-of-mouse. The purpose of this study is to explore the relationships among source credibility of word-of-mouse, consumers’ trust, involvement and purchase intention. This research distributed questionnaire at online forums. Totally, 400 of participants were included. Descriptive statistics analysis, reliability, validity analysis, factor analysis, and regression analysis were employed to testify the relationships among the variables. The results implies that source credibility of word-of-mouse has a significantly positive effect on purchase intention. Moreover, consumers’ trust has a significantly positive effect on the relationship between trustworthiness and purchase intention. Also, consumers’ involvement has a significantly positive effect on the relationship between trustworthiness and purchase intention.