The research of the electronic word of mouth on purchase intention

• Main Authors: Wei-Ching Li, 李唯菁
• Other Authors: Sung-Shuu Weng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/gf687n

碩士 === 國立臺北科技大學 === 資訊與運籌管理研究所 === 100 === In recent years, within Internet develops rapidly, the traditional word of mouth has transformed into the electronic word-of-mouth (e-WOM). Electronic word of mouth has gradually become an important basis in the consumer purchase decision, which can help consumers get the information they prefer to immediately reduce the risk of their purchase. Due to the fact that most of the researches in word of mouth have focused on the relationship between only one category of products, the main direction of this research is to explore whether the effects of word of mouth have differences among various products or not. This study explores how the electronic word of mouth and the involvement will affect the purchase decisions of customers while purchasing search goods and experience goods. This study tries to realize if the electronic word of mouth will affect the purchase decision of the consumer by using the search behavior as the moderator. The results of this study shows that the direction, the quality of electronic word of mouth and the product involvement will affect the customer’s purchase intention while purchasing search goods and experience goods, which the involvement of ads will affect the customer’s purchase decision significantly only when purchasing search goods. And search behavior does not have interference affection on electronic word of mouth direction and electronic word of mouth quality to consumer’s purchase intention.