The Influence of Information Richness on Consumer WOM Response with Social Presence Theory

• Main Authors: Jheng-Fong Wu, 吳政峯
• Other Authors: Yau-Sheng Tsai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99r5hu

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === The rapid development of Internet, e-word of mouth makes more features present in the internet, previous research for the impact of e-wom used word-of-mouth volume and both positive and negative characteristics to measure. This study consider using social presence theory（Short et al., 1976） and add the Sweeney et al. （2008）proposed by word of mouth features, including vivid message,and with the inclusion social presence as mediating variables, verify that the characteristics of different messages through word of mouth Response to the impact of social presence on word of mouth. In this study, experimental design, using the Internet for gourmet reputation as hot pot restaurants, for example, results showed, the response characteristics of the purchase will significantly influence positive word of mouth intentions; on the weak response to the significant negative impact, and Indeed, social presence in response to word of mouth, between features and word of mouth generated mediator. The results can provide network operators marketing strategies and management recommendations, and take advantage of the power of online word of mouth to increase the sales network.