The Influence of Traditional Word-of-Mouth and Online Word-of-Mouth on Consumer Price Sensitivity－The Moderating Effects of Source Credibility

• Main Authors: LIAN,BO-QI, 連柏棋
• Other Authors: XIE,YIN-RU
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/rm62ys

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.