The Interaction between Electronic Word of Mouth, Communications on Willingness, Trust, and Tie Strength

• Main Author: 楊孝康
• Other Authors: 張力元
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26609501124240965270

碩士 === 國立交通大學 === 經營管理研究所 === 98 === Word of mouth is one of the quickest and most efficient ways to help increase a product’s awareness among consumers. Nowadays, people all have access to the internet and this has become another cable for information and experience sharing. In addition to traditional word of mouth, electronic word of mouth has been an extremely important issue due to the heavy use of internet in modern society. Therefore, this is the research topic that we aim to study and discuss. Our research aims to study if people share electronic word of mouth due to his degree of willingness to communicate by measuring an individual’s trust. Furthermore, we also include tie strength as one of our variables to study its influence on electronic word of mouth. Using paper based questionnaires, we chose college students in Taipei as our participants. We use the statistical analysis software SPSS 17 to conduct Regression Analysis, Reliability Test, and Pearson Correlation Coefficient with a valid sample size of 171. Our research results support our hypothesis of trust and willingness to communicate having a significant relationship. In addition, willingness to communicate and electronic word of mouth activity and positive electronic word of mouth also have significant relationships. This means that the most important part of our framework, willingness to communicate as a mediator between trust and electronic word of mouth is accepted.