| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === The boom of the Internet, making word-of-mouth presented in a diversity way on the network, the study thinks outside the box of positive negative and quantitative characteristics of word-of-mouth, using the aspect of Sweeney, Soutar and Mazzarol（2008）put forward the message of vividness, the message of the storytelling, and the massage of visual cue, to explore the reaction after receiving word-of-mouth, at the same time, put the emotional as an mediator, and further explore the mediator effect in the characteristic of online word-of-mouth and word-of mouth reaction. The study taking quantitative analyzing, using internet questionnaire, recovering of 273 valid questionnaires, using SPSS software for one-way manova, canonical correlation analysis, simple regression analysis, and also AMOS for model fit.
The study found positive influence between word-of-mouth characteristics and purchase intention, word-of-mouth intention；and negative to weak response, and emotions as a mediator between characteristics of word-of-mouth and word-of-mouth response.
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