| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 105 === Online forum is a kind of user-generated media, allowing people to share their actual user experiences, advices and comments. The contents created by the users of UGM add value to the platform. UGM has a crucial role in customer decision-making processes. Previous researches have noted that the structure of any given interaction amongst marketers and consumers is a critical factor in marketing communications. In this paper, we turn to focus on the interaction amongst customers. We believe that it has more significant impact on marketing communications.
The purposes of research are three folds. First, this paper would like to investigate customers’ motivation of participating in online forums. Second, this paper would like to examine whether higher degree of online participation is able to enhance the e-loyalty. Lastly, this paper would like to verify whether information quality and the overall value positively elevate the e-loyalty to forum. The findings illustrate that intrinsic motives are the major motivation for participating in online forums. Besides, information quality and overall value contribute a lot to users’ e-Loyalty.
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