Does Online Reviews Influence Your Purchase Decision?

• Main Authors: Wei-Chuan Chuang, 莊維荃
• Other Authors: 范錚強
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ycweg5

碩士 === 國立中央大學 === 資訊管理學系 === 105 === Fueled by the proliferation of Internet and smartphones, consumers have changed their buying behavior, searching information on the Internet before making purchasing decisions. Social media has become a channel through which consumers obtain information regarding products and services. Thus, sharing information on the Internet creates marketing repercussions, therefore enterprises began to shift to social marketing. However, as the amount of information explodes, conflicting reviews on any product or service become common, forcing users to judge whether they can trust an information source. In addition, in cases where an information source is anonymous, personal similarity to the information source may also plays an important role. In addition, information overload potentially results in user fatigue, burnout and even negative attitude towards social media. This study attempts to explore whether and how perceived trustworthiness of information source affects purchase decision, and how factors like perceived homogeneity (perceived similarity of oneself with the information source), and social media fatigue intervene the effects. A quasi-experiment where an Internet survey was conducted, with different context containing the simulated product review with high and low trustworthiness levels. 210 valid samples were collected, and analyzed with SPSS, LISREL and SmartPLS 3.0. Results show that perceived trustworthiness of information source and perceived homogeneity influence attitudes towards the product, which in turn influence purchasing intention. Furthermore, social media fatigue effectively moderates the influence of perceived trustworthiness on product attitude.