A Study of Antecedents and Consequences of eWOM Reliability.

• Main Authors: YING RU TSAI, 蔡瑩儒
• Other Authors: KUO-JU HSIU
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/55344550642447524896

碩士 === 國立中興大學 === 企業管理學系所 === 100 === With the development of the Internet media, "word of mouth" not just becomes the existence of inter-handed, but spread the opinions of the customer by cyberspace. Firms shoulk know how online word of mouth influences consumers to contact and communicate with them effectively and efficiently and trigger their purchase intentions. In this study, take Taiwan’s gourmet restaurant for an example. The purpose is to explore that communicators professional, experience, censuses and tie strength in the network to the electronic word-of-mouth (eWOM) influence；the influence of eWOM Reliability to that purchase intention, recommendation intention and switch intention；We investigate the effects of mediator on eWOM Reliability between communicators professional and costomers’ behavior intention. And find the relationship communicators professional will effect costomers’ behavior intention directily and indirectly；We investigate the effects of mediator on eWOM Reliability between experience and costomers’ behavior intention. And find the relationship experience will effect costomers’ behavior intention directily and indirectly；We investigate the effects of mediator on eWOM Reliability between censuses and costomers’ behavior intention. And find the relationship censuses will effect costomers’ behavior intention directily and indirectly. The people who had has online experience were the target of the survey for this study. 684 questionnaires were collected and 639 ones were effective. The validity and reliability analyses show satisfactory effectiveness, consistency and stableness about the measurnment of research variables. The results of the research are summarized as follow： 1. Other than tie strength, communicators professional, experience, and censuses all have significant influence on eWOM. 2. EWOM Reliability have significant influence on purchase intention, recommendation intention and switch intention. 3.We investigate the effects of mediator on eWOM Reliability between communicators professional and costomers’ behavior intention. And find the relationship communicators professional will effect costomers’ behavior intention directily and indirectly. 4. We investigate the effects of mediator on eWOM Reliability between experience and costomers’ behavior intention. And find the relationship experience will effect costomers’ behavior intention directily and indirectly. 5. We investigate the effects of mediator on eWOM Reliability between censuses and costomers’ behavior intention. And find the relationship censuses will effect costomers’ behavior intention directily and indirectly.