| Summary: | 碩士 === 文藻外語大學 === 國際事業暨跨文化管理研究所 === 107 === With the development of the internet technology, the influence of the electronic word-of-mouth (eWOM) marketing on consumer purchase decisions keeps increasing. Most of the consumers look for the information on the internet forum, such as the Mobile01, before they purchase the products or service. The MIC conducted a survey to realize the consumption pattern of the netizens and the eWOM, in 2014. The results of the survey shows that there are about 81 percent of consumers would look for the eWOM information before making a purchase. The extrinsic factors that affect the consumers are more complexity as buying the high-priced and high-risk product, such as the real estate. In order to overcome the hesitation in the decision making process, the consumers would look for the information on the internet frequently and do the analysis. Hence, this research is based on the discussion thread of Kaohsiung "Wen Sha Bao" in the Mobile01 Forum to investigate the the influence of eWOM Marketing on high-priced real estate sales.
This research adopts the quantitative research methods. The eWOM and the unified theory of acceptance and use of technology (UTAUT) are the fundamental for this research. After the questionnaire survey, by utilizing the Structural Equation Modeling (SEM), the empirical analysis model is constructed to investigate the consumers’ consideration on purchasing the high-priced real estate. According to the results of the empirical analysis model, the Performance Expectancy, the Social Influence and the eWOM all have the positive and significant impact on the behavioral intention when the consumers buy the high-priced real estate on the internet forum of Mobile01.
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