A Study on The Relationships Among Electronic Word of Mouth, Involvement, Perceived Risk and Purchase Intention of Online Shopping

• Main Authors: ZHANG, XIU-ZHI, 張秀枝
• Other Authors: WANG, CHIH-LI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/as52e4

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 106 === 　　With the rapid expansion of the Internet, people nowadays obtain more business opportunities which encourages the growth of e-commerce industry. The increasing development of online shopping platforms has led to the rise of online stores and online service providers. However, it also means the competition is more serious and thus, it is important to investigate how online shops owners could choose an appropriate platform to enhance store visibility, profitability and operational performance. The purpose of this study is to study the impact of online shopping consumers' online reputation, involvement, perceived risk on purchase intention. In this study, online shopping consumers are chosen as the research objectives. By adopting online survey tool, 445 questionnaires were distributed in which 20 of them were left uncompleted and as a result, a total of 425 respondents’ data were collected which parallel with the rate of 95.51%. 　　The findings of this study revealed that (1) Internet word of mouth has at positive impact on perceived risk and willingness to buy; (2) Degree of involvement has a positive impact on perceived risk and willingness to buy; (3) Perceived risk has a significantly influence on the purchase intention buy; (4) Perceived Risk mediates the influence between the Electronic Word of Mouth and purchase intention and (5) Perceived Risk mediates the influence between the Involvement and purchase intention.