Effect of Message Characteristics on eWOM Transmission: A Study of Non-profit Web Communities

• Main Authors: Han-Ting Lin, 林涵婷
• Other Authors: Hsiu-Wen Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/8e9845

碩士 === 東吳大學 === 企業管理學系 === 101 === With the progress of technology and Internet, Social networking sites, such as Facebook and Sina Weibo, have changed our social system. These sites offer platforms for eWOM . The study targets at the Non-Profit web communities. We explore what kind of characteristics for message might affect eWOM . Besides the characteristics which past research proposed, we find some new characteristics such as relevance to community subject, novelty, benefit level, guilt appeal and warmth appeal. Altogether 11 characteristics. The study classified all non-profit web communities to three groups, entertainment, information sharing and non-profit organization. Except exploring characteristic’s effect in non-profit web communities, we also exploring the different effect in each type and area communities. The Results show entertainment, relevance to community subject, pro-social benefit and novelty will promote all three kinds of eWOM (Like, response, share) in social networking communications. According to this research, non-profit organization and communities could decide what kind of characteristics that could use for different purpose. The results in different type and area ‘s web communities also offered some interesting findings to those who manage intercultural communities or companies.