| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === This study aims to investigate how consumers’ price sensitivity was related to word-of-mouth and online word-of-mouth. It also further explores whether source credibility exerts influence on consumers’ price sensitivity on word-of-mouth and on online word-of-mouth.
Convenience sampling is applied. Subjects are general people with consuming experiences. 376 questionnaires are collected and 306 are valid. Descriptive statistics tools include ANOVA, reliability analysis, validity analysis, Pearson product-moment correlation coefficient and regression analysis.
This study concludes that (1) word-of-mouth develops consumers’ price sensitivity (2) online word-of-mouth increases consumers’ price sensitivity (3) source credibility yields positive interference toward word-of-mouth and consumers’ price sensitivity (4) source credibility shows supportive relation to online word-of-mouth and consumers’ price sensitivity.
In the final chapter, based on the conclusions this study drew, practical suggestions and further study are recommended.
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