The relationship between message source and effects of electronic word-of-mouth－Internet dependency relations as a moderator

• Main Authors: Min-hui Yen, 顏旻慧
• Other Authors: Wan-I Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/68981778736641579345

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Now a day, Internet technology has been widely used and consumers benefit from it. In the consuming process, word of mouth ix one of the approachable marketing methods and often regarded as an important referencebasis. Thus, the purpose of the study is to explore the electronic word of mouth (eWOM). Electronic word of mouth is composed by the communicator and the recipient''s comment simouteniously. Therefore, this study is to survey the perception of the receiver for communicators, including source credibility and the tie strength between contact electronic word of mouth effects, which leads to the subsequent word of mouth behavior. In addition, will be changed according to the internet dependency relations explore whether consumer attitudes toward the product. A cluster sampling was used and a total of 399 consumers were analysis in Taiwan. Structural equation modeling (SEM) was applied to test the research hypotheses. The results show that the source credibility and the tie strength between contact on the Internet word of mouth are the significant positive relationship, but when consumers'' Internet use dependent on the degree of the higher will be the consumer product attitude from a negative to significant. Based on the above findings, implications and recommendations of specific management practices, and future research are provided