| Summary: | 碩士 === 國立聯合大學 === 資訊與社會研究所 === 101 === Abstract
The traditional word of mouth was one of the most important marketing communication modes, based on which the consumers made purchase decisions, when Internet was not yet prevalent. Now consumers can get lots of information about word of mouth from Internet quickly. However, compared with traditional word of mouth, the electronic word of mouth usually comes from strangers, which may not be credible. This research mainly studies Chinese film consumers. It aims at discussing the relationship among “credibility of word of mouth”, “consumer buying behavior”, “sharing intention of word of mouth” and “level of involvement”, as well as the impact factors.
This research conducts a questionnaire survey and gets 285 valid questionnaires. It applies descriptive statistics, factor analysis, ANOVA test, chi square test, and multiple regression analysis and uses SPSS 18 for data analysis and hypothesis testing.
The research results are listed as below:
I.Male consumers aged 21 to 30 trust the electronic word of mouth more than the traditional word of mouth.
II.“Information consistency” has significant effects on acceptance and the sharing intention of the electronic and traditional word of mouth.
III.There is a positive correlation between consumers’ motive to use Internet and their reliability on electronicword of mouth.
IV.Consumers with a higher level of involvement in Chinese film are less affected by information of the electronic and traditional word of mouth.
V.The active search degree of Chinese film has positive effects on persuasiveness of electronic word of mouth.
VI.The information credibility, whether for traditional or electronic word of mouth, is an important factor that affects consumers’ decisions.
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