The impact of Knowledge Sharing Motivation on Catering Reviewer’s eWOM Intentions: Applied the Extended Architecture of Technology Acceptance Models

• Main Authors: Tzu-Ching Wu, 吳姿青
• Other Authors: Ren-Fang Chao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3xrugt

碩士 === 義守大學 === 管理碩博士班 === 106 === The rapid development of the Internet has resulted in the popularization of online knowledge sharing sites and eWOM. Nowadays, the catering industry in Taiwan is a highly competitive industry. How catering companies gain the recognition of customers is regarded as an important strategy of Web 2.0 generation through Internet marketing. Therefore, this research explores the technology acceptance model of new scientific and technological information as the foundation, and adds the knowledge sharing as the research framework to explore the relationship between the reviewers'' use of comment networks and the use attitude and eWOM intension. The method of this study adopts convenience sampling to collect research data by questionnaire, and uses SPSS 19 and Amos 22 as analysis tools to analyze the data. The result shows that: the Technology Acceptance Model (TAM) has a significant positive impact on eWOM intentions among catering reviewers; the motivation for knowledge sharing among catering reviewers is also clearly established in the expanded use of technology acceptance model (TAM). However, perceived ease of use of the site on the attitudes toward using the site was rejected. This indicates that reviewers have been familiar with platform operations after a long period of use, and does not affect the use of the site due to difficulty.