The Study of Relationship among Electronic Word-of-Mouth,Brand Image, Brand Loyalty and Consumer Purchase Intention

• Main Authors: Hsieh, Ping-Hsun, 謝秉訓
• Other Authors: Yang, Tai-Ning
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/79912016315973308314

碩士 === 中國文化大學 === 國際企業管理學系 === 100 === With the development of science and technology, consumers want to buy products through friends and family to share news from the past. Using of the Internet platform to know the relevant information of the product, which there are many factors will af-fect this relationship. In this study, to explore the relations of electronic word of mouth, brand image, brand loyalty and consumers purchase intention. This study is using paper questionnaires and online questionnaires. Consumers who had purchased the smart phone were the study sample and is collected by 315 question-naires. Completed questionnaires were returned by 301 con-tact-employees (95.6% re-sponse rate). In this study, we can know the electronic word of mouth, brand image, brand loy-alty and purchase intention through path analysis. The results indicated that positive electronic word-of-mouth on purchase intention, brand image and brand loyalty will have the effect of mediating; negative electronic word of mouth and purchase intention, brand image, with no mediating effect of brand loyalty.