Examining the effects of recommendation articles and recommender properties on a reader’s acceptance of the articles

• Main Authors: Yu-Jyuan Cai, 蔡玉娟
• Other Authors: Hsiao-Fen Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/71384208396894498162

碩士 === 國立暨南國際大學 === 資訊管理學系 === 103 === Due to the prevalence of internet for the past few years, eWOM has become people's major sources as shopping reference. With the characteristics of interaction and sharing, and less commercial traits, blogs has become one of the ways for consumers gathering information recently. This research based on the Dual-process Theory . In this study, we will discuss the influence of article adoption and credibility on purchase intention. This research adopts the Laboratory Experimentation, and three Independent variables in terms of blogger type of expertise (expertise/non-expertise), the message framing (positive/negative) and involvement were controlled. Finally, by retrieving 200 effective subjects, we verify the hypothesis by using t-test, multiple regression analysis. The research results show that：(1)The adoption of blogs had significant influence on purchase intention.(2)The blogs eWOM adoption is partially significant.(3)The influence of Message framing (positive) on the persuasiveness of blogs is better than the type of expertise. Finally, this study also provides the practical management recommendations.