The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information
碩士 === 國立臺東大學 === 理工學院綠色科技產業碩士專班 === 102 === In the earlier ages of e-commerce, the major sources of electronic word of mouth (eWOM) were from various anonymous crowds, and online shoppers often surfed and referred the WOM on Internet. With the widespread of social network sites (SNS), it enabled e-...
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ndltd-TW-102NTTU11590032019-05-15T21:32:52Z http://ndltd.ncl.edu.tw/handle/j634s3 The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information 購買目的及電子口碑評價對消費者購買意願影響:資訊來源為調節變數 MIN-CHI HO 何敏琪 碩士 國立臺東大學 理工學院綠色科技產業碩士專班 102 In the earlier ages of e-commerce, the major sources of electronic word of mouth (eWOM) were from various anonymous crowds, and online shoppers often surfed and referred the WOM on Internet. With the widespread of social network sites (SNS), it enabled e-commerce websites associated with the features of SNS and then provided the evaluations of products and eWOM from both anonymous crowds and friends. Sometimes, eWOM from friends seems more credible, but not always. The purpose of this study is to investigate the influences of buying purposes and eWOM from different sources on purchase intention. Totally 437 participants were recruited in our experiment and then they were divided into 8 groups (2×2×2) randomly. The results and implications for practice were discussed. Hsieh-Hong Huang 黃恊弘 2014 學位論文 ; thesis 87 zh-TW |
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碩士 === 國立臺東大學 === 理工學院綠色科技產業碩士專班 === 102 === In the earlier ages of e-commerce, the major sources of electronic word of mouth (eWOM) were from various anonymous crowds, and online shoppers often surfed and referred the WOM on Internet. With the widespread of social network sites (SNS), it enabled e-commerce websites associated with the features of SNS and then provided the evaluations of products and eWOM from both anonymous crowds and friends. Sometimes, eWOM from friends seems more credible, but not always. The purpose of this study is to investigate the influences of buying purposes and eWOM from different sources on purchase intention. Totally 437 participants were recruited in our experiment and then they were divided into 8 groups (2×2×2) randomly. The results and implications for practice were discussed.
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author2 |
Hsieh-Hong Huang |
author_facet |
Hsieh-Hong Huang MIN-CHI HO 何敏琪 |
author |
MIN-CHI HO 何敏琪 |
spellingShingle |
MIN-CHI HO 何敏琪 The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
author_sort |
MIN-CHI HO |
title |
The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
title_short |
The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
title_full |
The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
title_fullStr |
The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
title_full_unstemmed |
The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information |
title_sort |
influences of buying purposes and ewom on purchase intention: the moderating role of information |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/j634s3 |
work_keys_str_mv |
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