| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 104 === This study investigates the impact of the eWOM engagement factors in social network sites. Past research has proposition user’s homophily, information search, tie strength, trust and perceived value were affected word-of-mouth behavior, and prior empirical investigations have examined the impact of eWOM on product sales, consumers’ decision-making processes, and attitude towards the brand and the website, but not focus on eWOM activity engagement. Therefore, this research based on “Chu and Kim(2011)” SNSs eWOM model, and added two kinds of trust and perceived value, to analyze the eWOM engagement behavior in social network sites. Besides, the research sample consists of 574 members who had used Facebook experience,and the valid recovery rate is 100%.This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that homophily, tie strength, perceived value were positively direct affected eWOM engagement in social network sites, and trust in members and trust in social networking sites are need to through intervening variable influence eWOM engagement. On the other hand, this study will provide decision-making reference for researchers and practitioners of social media.
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