Internet reputation on Purchase Intention-using Involvement as a interference variable.

• Main Authors: YANG HUI PING, 楊惠萍
• Other Authors: LIU.JIA-JUY
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/95p58k

碩士 === 亞東技術學院 === 行銷與流通管理碩士班 === 105 === We are at the era of open society and information explosion. The Internet fever has risen. People who have mutual interests and topics have formed “virtual communities” on the Internet. These communities usually have higher cohesion due to these mutual topics and interests (Ming-huang Shieh, 2005). There are more and more various commodities on the market. Many consumers also look for related information before they purchase and consider if they will buy this product. The motive of this study is to explore if Electronic Word of Mouth affects the purchase intention. This study aims to survey how the eWOM of commodities affects purchase intention. The intervening variable is consumers’ personal involvement level. The main survey samples of this study are Taiwanese people who are more than 16 years old and have purchasing experience. The investigation is conducted by random 150 Internet questionnaires. 100 valid questionnaires are analyzed by factor analysis and multiple regression analysis and the conclusions are made as follows: 1. The higher the eWOM is, the higher the consumers’ purchase intentions are. 2. Consumers’ involvement level positively interferes the interrelationship between eWOM and purchase intention.