The Influence of Electronic word-of-mouth, Consumption Situation and Consumption Value on Purchase Intention.

• Main Authors: PEI-HASUAN CHEN, 陳沛璇
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/66883276612608185987

碩士 === 朝陽科技大學 === 企業管理系 === 104 === Internet becomes more popular, especially, in these years, electronic commerce has grown. Consumers can shop without limit of time and areas; even only use the internet to deliver. According to the data which FIND (Foreseeing Innovative New Digiservices) shows in the part of shopping frequency, the online shopping group that average shops at least one time in every month has exceeded half (55%). Also, because of the advancement of science and technology, the distance of shopping has shortened and let consumers can shop at home by internet. This trend not only makes the price be transparent, but also decrease the influencing factors like environment and weather. Therefore, there are more consumers being attracted to shop online and the online shopping market becomes prosperity. Since the online shopping has progressed and computers and smart phones have popularized, the people who use internet continuously increase, as well, it promotes the development of shopping online. But, for the effect of home economy, we should have different solving methods of needs to every kinds of consumers when they are shopping online. In the future, the business of online shopping should consider the issue about how to make close with online consumers quickly and release the online shopping platform which is suitable for consumers. The purpose of this study is to explore the effect of electronic word-of-mouth, consumer environment and consumption value to purchase intention. The objects of study are the consumers who have shopped online. The pre-test questionnaire distributes 45 copies and the result shows well reliability. This study uses the convenience sampling, distributes 400 copies, gets 353 valid copies after deducting the invalid copies, so has the valid response rate 88%.This study uses descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis to verify hypothesis. The study results are as follows: 1.The electronic word-of-mouth has positive significant influence to consumption value. 2.The consumer environment has positive significant influence to consumption value. 3.The consumption value has positive significant influence to purchase intention. 4.The electronic word-of-mouth has positive significant influence to purchase intention. 5.The consumer environment has positive significant influence to purchase intention. Key words：electronic word-of-mouth, consumption situation, consumption value, purchase intention, online shopping.