| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 101 === According to the word-of-mouth communication framework, this study examines the interference effect caused by the personality that act on the entire process of WOM. Moreover, this study measured the cumulative effect of interference on each process by the WOM "contribution value index". This paper try to present an idea to explain inconsistent data based on the previous research. The auther also suggest the personality should be the control variables in the follow-up experiments. In some industries, occupation, region, one dimension of personality will become very apparent. How to make the most effective with WOM in this environment, the paper also has practical implications.
The results confirmed that the personality has an obvious interference effect through the entire process of receiving and spreading of word-of-mouth communication framework. And especially on the spread motivation dimension. Along with the cumulative effect of each stage, and finally affect the reputation of "contribution value targets", the average effect difference to 7.5 times, and word of mouth marketing for C-type group contributed the maximum value.
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