Impact of eWOM on Consumer Purchase Intention in IACM Model - A Case Study of Social Media Facebook

• Main Authors: Yang, Yuan-Li, 楊袁禮
• Other Authors: Liao, Sen-Guei
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/duz6jj

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 106 === With the rise of Internet, the emergence of social media, changing the consumers consumption patterns and habits, network information has become one of the important factors affecting consumer purchasing decisions, especially with interactive, entertaining, instantly shared social media. for businesses, the social media is a important tool, enter-prise need to thinking about how to combine social marketing, to improve consumer loy-alty. According to the data show that the rise of Facebook has 2 billion members, This study focus on the Facebook, a social media platform with a large community of use and applies the concept of Information and Acceptance Model （IACM） published by the Ismail Erka and Evans in 2016, this model integrate the concept of eWOM information characteristics and consumer purchase intention, And also add two normative factors: Word of mouth、Word of mouth rating, Therefore, the aim of this research is to examine the influence of eWOM in social media on consumers’purchase intentions. In this study, 410 participants who had experienced eWOM in social media platform, the results of this hypothesis show that there is a significant positive relationship between the Word of mouth rating and the Information quality. Second, the four main factors of IACM: information quality, information requirements, information credibility and attitude towards information are positively related to information usefulness, and information adoption has a significant positive impact on the purchase intention. From these results shown in the above study, this study found that companies can operate through the Face-book platform to deliver good online word-of-mouth information characteristics and im-prove social media dependency, hope this study could to provide practical advice.