The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator
碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === The study examines the effects of electronic word-of-mouth (message quantity and message appeals) on purchase in social network sites. Message quantity (many and few) and message appeals (rational and emotional) are manipulated in a 2×2 factorial experiment. Pr...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2011
|
Online Access: | http://ndltd.ncl.edu.tw/handle/78305395386300958927 |
id |
ndltd-TW-099PCCU0321046 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-099PCCU03210462015-10-28T04:07:29Z http://ndltd.ncl.edu.tw/handle/78305395386300958927 The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator 社群網站之口碑對購買意願的影響-以產品涉入程度和衝動性購買特質為干擾變數 Chung,Hsin-wei 鐘心蔚 碩士 中國文化大學 國際企業管理研究所 99 The study examines the effects of electronic word-of-mouth (message quantity and message appeals) on purchase in social network sites. Message quantity (many and few) and message appeals (rational and emotional) are manipulated in a 2×2 factorial experiment. Product involvement and trait of buying impulse as moderator. In the sta-tistical method, this study utilizes independent sample t test and two-way ANOVA to test the hypotheses. The finding of the study are as following: the more of message quantity, the greater influential it is on consumer’s purchase intention and consumer prefer the messages of rational. Product involvement has a negative correlation with message quantity, the lower involvement is, the higher influence of the message quan-tity on the purchase intention is. And trait of buying impulse also has a negative corre-lation with message quantity, the lower trait of buying impulse is, the higher influence of the message quantity on the purchase intention is. Yang,Tai-ning 楊台寧 2011 學位論文 ; thesis 78 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === The study examines the effects of electronic word-of-mouth (message quantity and message appeals) on purchase in social network sites. Message quantity (many and few) and message appeals (rational and emotional) are manipulated in a 2×2 factorial experiment. Product involvement and trait of buying impulse as moderator. In the sta-tistical method, this study utilizes independent sample t test and two-way ANOVA to test the hypotheses. The finding of the study are as following: the more of message quantity, the greater influential it is on consumer’s purchase intention and consumer prefer the messages of rational. Product involvement has a negative correlation with message quantity, the lower involvement is, the higher influence of the message quan-tity on the purchase intention is. And trait of buying impulse also has a negative corre-lation with message quantity, the lower trait of buying impulse is, the higher influence of the message quantity on the purchase intention is.
|
author2 |
Yang,Tai-ning |
author_facet |
Yang,Tai-ning Chung,Hsin-wei 鐘心蔚 |
author |
Chung,Hsin-wei 鐘心蔚 |
spellingShingle |
Chung,Hsin-wei 鐘心蔚 The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
author_sort |
Chung,Hsin-wei |
title |
The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
title_short |
The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
title_full |
The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
title_fullStr |
The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
title_full_unstemmed |
The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator |
title_sort |
effects of "word of mouth" on purchase intention in social network sites,product involvement and trait of buying impulse as moderator |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/78305395386300958927 |
work_keys_str_mv |
AT chunghsinwei theeffectsofwordofmouthonpurchaseintentioninsocialnetworksitesproductinvolvementandtraitofbuyingimpulseasmoderator AT zhōngxīnwèi theeffectsofwordofmouthonpurchaseintentioninsocialnetworksitesproductinvolvementandtraitofbuyingimpulseasmoderator AT chunghsinwei shèqúnwǎngzhànzhīkǒubēiduìgòumǎiyìyuàndeyǐngxiǎngyǐchǎnpǐnshèrùchéngdùhéchōngdòngxìnggòumǎitèzhìwèigànrǎobiànshù AT zhōngxīnwèi shèqúnwǎngzhànzhīkǒubēiduìgòumǎiyìyuàndeyǐngxiǎngyǐchǎnpǐnshèrùchéngdùhéchōngdòngxìnggòumǎitèzhìwèigànrǎobiànshù AT chunghsinwei effectsofwordofmouthonpurchaseintentioninsocialnetworksitesproductinvolvementandtraitofbuyingimpulseasmoderator AT zhōngxīnwèi effectsofwordofmouthonpurchaseintentioninsocialnetworksitesproductinvolvementandtraitofbuyingimpulseasmoderator |
_version_ |
1718114277378752512 |