A Study on Online Word of Mouth: Interpersonal Relationships as Moderator

• Main Authors: Huei-Ting He, 何蕙婷
• Other Authors: Chih-hsiung Wei
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/05973475632902647076

碩士 === 國立臺北商業技術學院 === 資訊與決策科學研究所 === 99 === Community websites are springing up in our world in recent years, and they provide users a platform to exchange their information and opinions for twenty four hours, especially Facebook has been one of the most famous one. Nevertheless, literatures rarely discuss the influence of exchanging information in Facebook. This study aims to examine how the reputation on internet affects customers’ intention of purchase on Facebook. And we focus on the interpersonal relationships. Internet word-of-mouth has been considered as one of the most influential factor to affect our opinions. The research on the moderating effects mentioned above, with a 2(positive WOM, negative WOM)*2(strong ties, weak ties) experimental design to Facebook. This research tested 515 persons as our sample. The result shows that interpersonal relationships of internet word-of-mouth will influence customers’ intention of purchase on Facebook. However, the negative internet word-of-mouth has no significant effect to whether strong ties or weak ties of interpersonal relationship.