| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 106 === The popularization of the Internet has made online shops increasingly common; they have formed a virtual marketplace. Thus, the purpose of the thesis is to investigate the causal relationship among endorsement and sponsorship disclosure, cognitive information effect of the website cues, and e-loyalty. In addition, we also discuss whether the endorsement and sponsorship provided by online will increase cognition information effect of website cues in online shopping platforms. Derived from empirical survey results, endorsement and sponsorship would influence information scent and message framing. Both information scent and message framing would influence stickiness and eWOM. Consequently, cosmetics industry in online shopping platform need endorsement and sponsorship to improve consumer’s stickiness and eWOM. Because positive and negative online Word-of-mouth plays an important role, it will change consumer attitudes towards products and reduce brand choice, which in
turn will show on E-loyalty.
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