| Summary: | 碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 103 === This study based on the perspective of environmental psychology (S-O-R model) studying the role of corporate reputation as well as the mediate and moderating effect to explore users’ behavioral responses. The results of this study demonstrated as follows. (1) Service quality is most impact antecedent of corporate reputation, recommendation credibility, recommendation adoption. (2) Corporate reputation is the largest impact on attitude toward products and recommendation adoption is the largest impact on attitude toward website. (3) Attitude toward products has significant and positive effect on e-WOM participation; (4) Enjoy of helping has moderating effect between attitude toward website and e-WOM participation (5) Recommended credibility is the mediator between service quality and recommendation adoption, Besides, recommendation adoption is the mediator between recommended credibility and attitude toward website.
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