| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 102 === With the advances in Internet technology, the type of internet become from browse , communication tools, researching to produce content by themselves and develop social relationship through social networking sites. Social networking sites become the new Internet portal. Enterprises should think about how to increase the effectiveness of eWOM engagement behavior. Through social networking sites to interact with consumers and potential consumers. Achieve marketing purposes by linking with social networking sites and sharing information with social networking sites. Make brand value and business performance improvement.
In this study, based on Social Sognitive Theory,use Social Capital Theory as environmental factors, Personal Perceptions of Knowledge Sharing as personal factors, to explore the impact on eWOM engagement behavior. The research sample consists of 610 members. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that environmental factors of Social Capital Theory of relational dimension will positively influence the eWOM engagement behavior, which dimensions of trust has the largest influent ；personal factors of Personal Perceptions of Knowledge Sharing also will positively influence the eWOM engagement behavior, which dimensions of perceived compatibility has the largest influent . After all ,this study alsoprovides conclusions and practical implications to managers.
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