Using Conformity Behavior as Moderator to Explore the Effects of Source Credibility of eWOM on Purchase Intention

• Main Authors: I-Han Lin, 林億涵
• Other Authors: Yau-Sheng Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/n2f666

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === Previous studies on consumer behavior have stressed the importance of social influences in decision-making. Word-of-mouth communication is one type of social influence that has received extensive attention in the consumer behavior. Researchers have shown that word-of-mouth communication has an impact on purchase decisions and choice decision. The research on word-of-mouth is particularly relevant in the discourse on consumer use of online product review websites, since the information found on these websites represents electronic word-of-mouth communication. When people use the product evaluations of others to indicate product quality on the internet, online conformity behaviors occurs. We investigate the effects of source credibility of online word-of-mouth on purchase intention, and using conformity behavior as moderator. We find that source of credibility of online word-of-mouth influences purchase intention and conformity behavior, and trustworthiness is the most important factor. Conformity effect influences purchase intention, and results indicate that conformity effect moderates the effects of source credibility of online word-of-mouth on purchase intention.