| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 101 === Online discussion forum has become the main tool for Website users to exchange eWOM information along with the development of the Internet and communication media. This study aims to explore the antecedents of users’ eWOM review credibility and adoption on C-A-B model perspective, and further examines Website users’ attitudes towards product and Website as well as repurchase, eWOM passing and eWOM giving intentions that affected by those antecedents. Furthermore, to investigate the relationships among variables, respondents are divided into different types according to their traits and attributes. A total of 987 samples are gathered, participants in this survey are who have visited Fashion Guide over in the past half-year in Taiwan. Conducted by structural equation modeling, the findings illustrate several significant results as following. First, analyzed by cluster analysis, Website users can be separated into three groups in terms of utilitarian, value-expressive and informational influence. Second, users of each group behave differently due to their eWOM review credibility and adoption affected by antecedents. Third, influenced by eWOM review credibility and adoption, users of different types take dissimilar attitudes towards product and Website. Overall, for all the users, their attitudes towards product and Website appear to be positive, and more likely to have repurchase, eWOM passing and eWOM giving intentions.
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