| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 98 === The WOM (word of mouth), one of the most effective marketing approaches has been adopted widely in the past decades both in the traditional market and the virtual market. In addition, the amount and the sorts of the SNS (social network site) grow in an astonishing speed, so the research will focus on the motivations of eWOM in the “virtual community of interest” and the external consumer behaviors such as shopping decisions.
By the questionnaire and two multivariate analysis methods- “Factor analysis” and “Cluster analysis”, the research reveals that there are four eWOM motivations of SNS users in Taiwan and then divide the uses into three groups by those motivations. What’s more, the more they post their opinions on the SNS, we define them as having stronger-tie users with the SNS in this study. They also have more positive relation to the buying behaviors and are willing to pay more attention to the marketing campaigns than those who rarely post their opinions.
In conclusion, when the eWOM becomes a more convenient and easier way to do the marketing campaigns, there are more and more companies willing to shift their traditional advertising budget to the internet market. Therefore, the study provides the answer for finding who should be the target user when they want to make internet WOM campaigns in the most effective way!
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