A Study on the Relationships Among Source Credibility, Valence of Word-of-Mouth, Brand Commitment, and Purchase Intention.

• Main Authors: Shin-Han Cheng, 鄭詩涵
• Other Authors: Dauw-Song Zhu
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/60706258219353117904

碩士 === 國立東華大學 === 企業管理學系 === 101 === Popularization of internet not only made internet become an important media platform, but also overturned traditional business. People can use internet conveniently, made application and development of internetwide spread. Furthermore, made people acquire information from internet easily without personal contact. Consumer can acquire information of product through experience sharing such as consumption experience or product recommendation. And this can serve as a basis forconsumer decision-making. That is, we examine: (1) the influence of source credibility on purchase intention. (2) the influence of Valence of eWOM on purchase intention. (3) the moderate effects of brand commitment between source credibility, Valence of eWOM and purchase intention. This study used three-factor experiment design: 2(source credibility: high/ low)×2(Valence of eWOM: positive/negative)×2(brand commitment: high/low). This study used 3C products as the category of experimental stimuli products. Besides, this study used median to divide subjects into high and low brand commitment.Applied single-sampling t-test and ANOVA to examine hypotheses. Depending on the analysis of real evidences, this study implies conclusions: (1) Source credibility and Valence of eWOM have positive effects on purchase intention. (2) The moderate effects of brand commitmentbetween Source credibility, Valence of eWOM and purchase