The Study of e-WOM Adoption Behavior with Different Social Information Preference

• Main Authors: Yu-Hsiang Hung, 洪裕翔
• Other Authors: Echo Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/97172151044482489816

碩士 === 國立高雄第一科技大學 === 資訊管理系企業電子化碩士班 === 101 === Due to the development of the Internet, users now search or post comments on the internet. Many Internet users rely on community sharing or customers'' reviews, as the basis of consideration and comparison. In order to meet the needs of information sharing for users, a lot of new social platforms for Electronic WOM (e-WOM) were produced. However, at the same time, this caused a disordered e-WOM- entrepreneurs do not know the general opinion of consumers on a brand on the Internet, and there is also no criterion to measure what kind of e-WOM content and sources are capable of changing consumers’ behavior. This study attempts to propose a model of e-WOM adoption from knowledge adoption side. We further explore how e-WOM content quality and platform’s credibility affect the adoption behavior of consumers. Lastly, we add e-WOM preference sources to moderating variables, enabling us to explore what influence the e-WOM preference source from relatives and internet has on the e-WOM adoption behavioral process. This study uses experimental design to simulate e-WOM adoption process, combining consumers’ view for e-WOM quality and platform, then validating and analyzing our hypotheses. The results show that “WOM content quality” and “WOM platform credibility” are the main influencing factors of “WOM adoption behavior”, and “WOM platform credibility” have a partially mediated effect between “WOM content quality” and “WOM adoption behavior”.