| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Because the word of mouth is different from commercial message, it is always regarded as the information resource which is more persuasive and objective. Many studies show that the influence of word of mouth is more immense than commercial message. However, with the development and application of computer technology, the multimedia technology has been used to increase the effects of commercial messages. It has not been evidenced whether word of mouth has a great advantage under different presentation of information and the type of business. Therefore, this study focuses on the effects of different types of network, commercial and word of mouth messages, and the messages richness is used as the moderator in order to explore the impact on receiver''s word of mouth intent.
This study is based on two factors experimental design and gives an example of travel products to explore the effects. We collect 250 questionnaires through online questionnaire, and there are 225 total effective samples. The results show different types of network messages.（commercial messages and word of mouth）will influence word of mouth intentions with significantly different, and richness have the moderating effect between type of network messages.（commercial messages and word of mouth）and word of mouth intentions. This means that no matter where is the source of information from, the higher richness messages have greater impacts of receiver''s word of mouth intents.
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