Personality Traits, E-WoM, and Involvement Level-A Study on Purchase Decisions of Smartphone

• Main Authors: Yu-Heng Lee, 李禹衡
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/08180631115978352040

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 101 === With high accessibility of the Internet, consumers can search for information over a great amount of products and to narrow down their consideration sets when choosing alternatives. According to a survey conducted by the e-tailing group, 63% of consumers consistently collect product information online before purchasing. Among them, 50% spend at least 10 minutes for product information scrutiny, indicating that consumers do search information online in order to make the right purchase decision. Therefore, the e-WOM in the consumer''s purchase decision-making process has played a very important role. Past studies pointed out that, compared to traditional media marketing; the effect of consumer word-of-mouth is more convincing and irreplaceable. Thus, this study aimed to investigate the impact of the personality trait, e-WOM and involvement on consumer purchasing decisions. Although past research had confirmed that the e-WOM does affect consumer decision-making, the effect of involvement or e-WOM have not been studie.