| Summary: | 碩士 === 國立中興大學 === 資訊管理學系所 === 104 === With the development of Internet Communication Technology, Internet has gradually become an essential factor in lives and influence our daily routine. These days the frequent activity on the Internet is changed from browsing to using social websites. The change not only means social websites has become a new channel for communication, but also make information become an important factor to user’s behavior. Those information is also known as electronic reputation.
Electronic reputation can influence user’s participation on social websites and behavioral intention these days. Most consumers will search electronic reputation before consumption. The condition can demonstrate that electronic reputation has played an important role in consumers’ mind. However, only a few researchers use positive or negative electronic reputation to explore consumers’ cognition and behavioral decision in the previous researches. Therefore, in this study, we choose negative electronic reputation to explore the forces between the perception of negative electronic reputation and behavioral intention.
In this study, we combine consumer socialization and the model which was supported by Bansal and Voyer to establish our research model and hypotheses. Meanwhile, we adopt online questionnaire to collect research data and use Structural Equation Modeling(SEM) to vertify research model and hypotheses. The validation shows that all factors in our research model will directly or indirectly influence consumers’ purchase intention. In addition, gender and income are also used to classify the hole objects to know the difference between every classification. Last but not least, we hope the validation in this research can be useful for subsequent academic research and business development.
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