The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator

• Main Authors: Chung,Hsin-wei, 鐘心蔚
• Other Authors: Yang,Tai-ning
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/78305395386300958927

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.