The Influence of eWOM Source Credibility and Product Involvement on Travel Product Purchase Intention: take the Recipients of the Information from Google Local Guides for Example

• Main Authors: LIN, TSUNG-SHENG, 林宗聖
• Other Authors: LEE,MING-JUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/m2q3vk

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 106 === This research is aimed to find out whether eWOM credibility level and product involvement level should affect the purchase intention of recipients of Google Local Guides (An affiliated Service of Google Maps). The subjects of this research are users in Taiwan who have viewed comments, photos, or experience shared by others through Google Maps or Google search engine. From January 2018 to March 2018, 407 questionnaires were given out through the Internet, and 387 copies of which are valid. The data went through descriptive statistics analysis, correlation analysis, regression analysis, and hierarchical regression analysis. The results are as follows: 1.The subjects' level of trust towards Google Local Guides, the level of product involvement, and purchase intention of tourism products all fall on “Fair” and “Agree,” above the average of evaluation. 2.eWOM source credibility and product involvement level both carry significant positive influence on the purchase intention of tourism products. The more attractive the content of eWOM messages are to the public, the more likely their purchase intention of tourism can be predicted. Furthermore, findings have also revealed that when tourism products are important to the subjects, or when the subjects consider tourism as a way to show their personalities, the intention is more likely to be estimated. 3.eWOM source credibility has a positive effect on the purchase intention of tourism products, and the product involvement level does not interfere with the process.