| Summary: | 碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 103 === This study used three experiments designed to total seven kinds of situations, experiment one discussed the influences of NDJ effects on negative eWOM transfer intention; experiment two discussed the interaction between NDJ effects and tie strength, used 2(NDJ effects: very involved/general involved)x2(tie strength: strong/weak); experiment three discussed the interaction among NDJ effects, tie strength and sender’s expertise, used 2(NDJ effects: very involved/general involved)x2(tie strength: strong/weak) x2(sender’s expertise: high/low), the participants were assigned to seven experimental situation questionnaire. The main results of this study are as follows: (1) NDJ effects can positively affect negative eWOM transfer intention. (2) NDJ effects have interaction with tie strength, when the sample of women at all, compared to the tie strength is weak, the tie strength is strong can more enhance the influence of NDJ effects on negative eWOM transfer intention. (3) NDJ effects, tie strength and sender’s expertise have interaction among the three, when sender’s expertise level is high, compared to the tie strength is weak, the tie strength is strong can more enhance the influence of NDJ effects on negative eWOM transfer intention; On the other hand, when sender’s expertise level is low and in the situation of general involved NDJ effects, the interference of tie strength will not have significant influence. (4) The way of NDJ effects have influences on purchase intention through negative eWOM transfer intention, And negative eWOM transfer intention has significant reduces purchase intention.
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