| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 102 === In the competitive market of new product development, word-of-mouth plays a particularly important role because enterprises can establish product awareness through word-of-mouth. In addition, when making purchase decisions, word of mouth is an important source of information for determining product quality. The diffusion of innovation theory proposed by Bass was applied in this study to explore product users’ motives for word-of-mouth and personal value in different stages. In this study, 325 entries of consumers who disseminated movie reviews through Internet platforms were examined. Findings show that electronic word-of-mouth disseminators are comprised of innovators and imitators. Innovators’ electronic word-of-mouth motives include: extraversion/positive self-improvement and contribution to company; imitators’ electronic word-of-mouth motives include: platform assistance, venting negative feelings, concern for consumers, social benefits, and advice seeking, which emphasize on external value and interpersonal value. If enterprises can gain an insight into the word-of-mouth disseminators’ electronic word-of-mouth factors and develop appropriate marketing strategies, benefits from electronic word-of-mouth can be improved, thereby stimulating sales. Based on the research results in this paper, the managerial implications were proposed for future reference.
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