| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 101 === This study embarks on two experiments, by introducing ANOVA and Quasi Experiment, realizing the design and manipulation on the experiments hereof. First, Experiment 1 was performed to investigate the influence of the valance and quantity of eWOM on the intention of consumers to book a hotel room. With the results of experiment 1 and literature reviews, the intervening variable “Conformity Behavior” as a psychological factor of consumers was added to develop the structure of experiment 2. The result showed that: (1)the valance of eWOM had positive influence on the intention of consumers to book a room; (2)the interaction had significant impact on the hotel booking between eWOM valence, eWOM quantity and conformity behavior; (3)For consumer, the valance of eWOM showed that significant positive conformity behavior effect for consumer, and the quantity of eWOM showed that significant negative conformity behavior effect. Finally, in this study provide the practical management recommendations, to related companies in the internet marketing, as practical operational advice. And according to the limitations of study and direction of future research, to provide the researchers refer.
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