A study of the Impact of Internet Message on Consumer Behavior

• Main Authors: Chien, Cheng Yi, 簡正一
• Other Authors: Shen, Chung Chi
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/33668173306297409966

碩士 === 國立嘉義大學 === 行銷與流通管理研究所(Graduate School of Marketing === 98 === Abstract Nowadays the internet technology develops faster; consumers can choose the shopping environment not only in physical shopping environment but also internet virtual environment. However, consumers can search information they want in a short period of time by the convenient internet, the word-of-mouth (WOM) disseminates not only just like traditional face-to-face to transmit, but some internet forums mushroom rapidly, it makes consumers can choose more information on the internet, when consumers face such abundant internet searching information, how can they choose the most suitable information in their mind? And how the internet entrepreneur could stands out in a crowd in such huge internet messages to obtain their goal consumers’ attention to their brand commodity? In the past, scholars did some probes into some issues related to the WOM, and this research considers that if it just do unilateral probes according to the WOM rather than adding two-way probes related to consumers, it would be more frail according the consumers’ persuasions, thus this research hope to observe how to cause consumers’ behavior under the circumstances’ variables that it would be more suitable for internet forums to transmit internet message. To probe above-mentioned questions, my research designed eight questionnaires in different situations to analyze the effects that internet messages cause to consumers’ behavior, my research use eWOM‘s “argument quality”, “message framing” and “involvement” to be disturbance variables then to probe the eWOM‘s influence to know message credibility for consumers, and the relationship between message credibility and brand attitude. This research obtained important conclusion is as follows: (1) this research’s manipulation in three variables actually causes the influence regarding the message credibility, the argument quality has the most influence; (2) different ways to state would cause different influence regarding the message credibility; (3) it exists remarkable relations between the message credibility and the consumer brand attitude. Keyword: eWOM, argument quality, message framing, involvement, brand attitude.