How will electronic word of mouth affect your purchase intention?
碩士 === 中原大學 === 國際貿易研究所 === 99 === Information sharing is getting much easier as the Internet develops. Electronic word-of-mouth passing on the Internet gradually become a major channel of information exchange among consumers as well as one of highly valued topics in various areas. Electronic word-o...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/cxc4a5 |
| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 99 === Information sharing is getting much easier as the Internet develops. Electronic word-of-mouth passing on the Internet gradually become a major channel of information exchange among consumers as well as one of highly valued topics in various areas. Electronic word-of-mouth with different types and sources are prevalent on the Internet. Unlike traditional “face to face” communication, consumers will not necessarily agree with the information on the Internet due to the anonymity.
This study focuses on how consumers judge the credibility of electronic word-of-mouth and further impact on the purchase intention. We take electronic word-of-mouth of laptops on the blog as the study object. This research used a questionnaire survey to verify the hypothesis. We choose 2 (the level of language abstraction: abstract level or concrete level) × 2 (product attitude: positive or negative) × 2 (information framing: positive or negative) as three parameters. We used online experimental method and ANOVA to collect and analyze the 286 questionnaires. Results of this study showed the language description has an impact on credibility and purchase intention. Product attitude only has an impact on credibility, but has no significant influence on purchase intention. And the credibility has positive influence on purchase intention. Implications and practical of this research were discussed.
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