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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Bibliographic Details
Main Authors:	MIN-CHI HO, 何敏琪
Other Authors:	Hsieh-Hong Huang
Format:	Others
Language:	zh-TW
Published:	2014
Online Access:	http://ndltd.ncl.edu.tw/handle/j634s3

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spelling	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
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	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.
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
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The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information

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