| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 98 === The information of Word-of-Mouth for consumers is important on decision making. It was regarded as the most important sources of information, and it is even more convincing than in other sources of information. Micro blog is a media platform which was developed recently. It allows users to update a short text (usually less than 200 words) and to blog publicly. In addition, It permits anyone to read or selected by the user group to read. Because the micro blog can gather groups and attract their attention, the purpose of this study is to explore the use of micro-blogging to do marketing effectiveness of Word-of-Mouth. The study aimed at the characteristics of referrers (Reputation, Trust, Expertise) and the identities of micro blog (Information Richness, Perceived Interaction) to observe the effects on Word-of-Mouth marketing impact.
This study was directed against the users of PLURK which is the most popular micro blog in Taiwan. I finally had collected 317 valid questionnaires via the Internet. This study used structural equation modeling (SEM) analysis to explore the relationship between research constructs and paths of the model. The results show:
1. Reputation, Expertise and Information Richness are the main factors affecting the Trust.
2. Reputation has positive effects on Expertise.
3. Trust, Expertise and Perceived Interaction will significantly affect Marketing effects of WOM.
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