| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 100 === With the Internet, online community members become a very important group. For many worshippers, chatting in online community is an off-line practice (Clerc, 1996). This research focuses on how idol worship affects online community information behavior and how online community information behavior affects purchase intention.
The objects of this research are aimed at the members of SuperJunior board which belong to the most popular online community "PTT" in Taiwan. And this research uses consumers’ idol worship and online community information behavior to construct their purchasing intention for music products and music spillovers. Next, by utilizing packaged system software (SPSS) as a regression assaying tool, all hypotheses proposed in this thesis are put to test.
Data analysis has found: 2 distinct levels of idol worship from consumer sector namely entertainment-social, intense and pathological have positive correlation effects with searching behavior of information seeking behavior and posting behavior of information sharing behavior; Searching behavior has a positive correlation with purchasing intention for music products; Posting behavior has a positive correlation with purchasing intention for music products and music spillovers. The above empirical tests conform to literature review in chapter 2. However, searching behavior does not influence purchasing intention for music spillovers. Because worshippers always creative name music spillovers. It is different from music products which named by music industry. There is no uniform name in music spillover, so worshippers can’t know the accurate name and search it via a query. This conforms to Kuhlthau (1991) and Marchionini (1995) think that browsing is especially appropriate for ill-defined problems and for exploring new task domains. And Olston and Chi (2003) think that browsing is appropriate in cases where a great deal of information and context is obtained along the browsing path itself, not just at the final page. So consumers browse more information, they have more choices.
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