Understanding the Information Adoption Behavior in Online Communities：An Empirical Study of Mobile01

• Main Authors: Yung-Ying Hsu, 徐永穎
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07839763123030838463

碩士 === 逢甲大學 === 企業管理所 === 98 === Due to the gradual proficient of Information Technology and e-commerce, Interent has become an interface for consumer sharing and exchanges their experiences. Online community is the most importance place for consumers which they usually used to search product information and reviews. Therefore, understanding the motivation and reasons that affect on consumer’s continually in using internet and having purchasing intention online is important subject for operators of an online community. In addition, information usefulness of online community would be the critical factor to adopt. However, online communities are not only providing information for decision making, but also attracting them to revisit. Moreover, the credibility is also the important reference when consumers decide to adopt online information. While the confirmation of prior belief and recommendation consistency are antecedents which affect the credibility. This study is based on the Information Adoption Model. Considering confirmation of prior belief and recommendation consistency of information are as two antecedents. Furthermore, joining the credibility and intention to revisit, this study explores consumers’ post-behavior intention of adopting online community information. The testing subjects of this study are users of Mobile01. This study explores the factors that consumer willing to adopt online community’s review. Also, the information adoption and intention to revisit are investigated. The finding of this study shows the quality of review and the credibility of resource affects usefulness of the information and credibility in a positive way. The operator of Mobile01 is suggested to pay attention to the reviewers’ comment, their expertise, and their trustworthiness, so users will agree with the usefulness and the credibility of comment. The confirmation of prior belief and recommendation consistency can also have a positive effect on the creditability of reviews. Therefore, online community operators should continue to promote these four factors compels users in adopting recommendations’ of online community. In addition, the credibility of reviews influences usefulness of the information. The operator of Mobile01 should also improve credibility of comments so users will believe comments on Mobile01 are useful. Moreover, it will promote users information adoption and intention to revisit.