A STUDY ON THE ANTECEDENTS OF E-WOM INTENTION

• Main Authors: SHEILA ZIVANA ANG, 洪佩思
• Other Authors: CEDRIC WU
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/17137099576941135645

碩士 === 國立東華大學 === 企業管理學系 === 104 === With the advancement of the internet, the traditional word of mouth had shifted to the electronic methods such as forums, blogs and website reviews. Electronic word of mouth as the one of the most prominent factor has affecting the consumer to make the purchase intention. However, there is a little research about it. Objectives of this study are to examine the impact of customer satisfaction towards e-WOM intention, to identify whether posting provided in the community members motivate the online community members on their travel choices and the types of travel decision,to explore whether the incentives has the impact towards the e-WOM intention and to investigate how the personality of the individual affect the consumer purchase intention. A study of 553 Indonesian respondents showed that the consumer satisfaction and consumer commitment have positively influenced the e-WOM Intention. The Structural equation modeling procedure was utilized to analyze the research model. This study provides the valuable insights for the marketer regarding about the e-WOM intention that affects the consumer purchase intention.