The Relationship Between EWOM, Perceived Value, Brand Trust, and Purchase Intention—Taking catering as an Example.

• Main Authors: Cian-HueiLuo, 羅千惠
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gjrtst

碩士 === 國立成功大學 === 企業管理學系 === 106 === According to National Development Council, the rate of Taiwanese, whose ages are older than 12 years old, using the Internet personally is 82.3%. The accessibility of the Internet has changed consumers’ habits. It is demonstrated that up to 81% of Taiwanese would search electronic word-of-mouth before they make purchase decisions, showing the importance of electronic word-of-mouth. However, whether electronic word-of-mouth would change consumers’ perceived value and brand trust, and if perceived value and brand trust would change consumers’ purchase intention remain unknown, especially in the aspect of individual industry. Consequently, the present study aims to research the relationship between electronic word-of-mouth, perceived value, brand trust, and purchase intention in the aspect of catering. The present study employs questionnaire to investigate the topic. The questionnaire is delivered through Facebook, and there are 302 responses collected. These responses are employed to conduct descriptive statistics analysis, factor analysis, reliability test, correlation analysis, and regression analysis to test the hypotheses. The results are as followings. 1.Electronic word-of-mouth would positively affect perceived value. 2.Electronic word-of-mouth would positively affect brand trust. 3.Perceived value would positively affect purchase intention. 4.Brand trust would positively affect purchase intention. Key words: Electronic word-of-mouth, perceived value, brand trust, purchase intention, catering.