| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 102 === Today there are millions of users in Virtual Communities (VC) which have become an emerging E-commerce. VC use frequency has been raising in Taiwan. Consumers can receive information easily. Thus, firms started to establish platforms in VC that can help obtain more attention from consumers. Electronic Word of Mouth (eWoM) and Perceived Value (PV) would influence Trust and Attitude of consumers for merchandises or services. When consumers want to further understand merchandises or services, their behavior would influence Purchasing Intention (PI) of consumers. This study using Elaboration Likelihood Model (ELM) to explore the effect of firms using eWoM and PV aims to convince consumers. We collected 331 valid participants and then used quantitative method to do this research. We found eWoM affects PV. Trust and Attitude, Product Involved (PIV) and PI. In addition, it further influences eWoM to Trust, Attitude, PI and Attitude, PIV to PI were not significant. The insignificant reason was discussed as a result that consumers’ responses tend to be conservative for eWoM. The influence of Trust, Attitude and PI on firms was drawn upon self-awareness of consumers.
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