| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === 2014 MIC survey found that 81% of consumers are used to search WOM by Internet before shopping. According to Insightxplorer 2015 survey, in Taiwan top 10 SNSs (social networking sites), there are eight related with blogging service, more than 90% of the people have run or browse blogging habits. It revealed that blogs are still quite popular in Taiwan and becoming one of the main social media for eWOM.
This research used Chu & Kim (2011) SNSs eWOM Model and Davis (1989) TAM to explore tie strength, homophily, trust, normative influence, informational influence and perceived usefulness affecting the eWOM behavior-opinion seeking, giving and passing of blogs. This study subject to blog users, used questionnaires to collect data and implemented statistical analysis by SPSS20.
The result confirm that informational influence, perceived usefulness, normative influence, tie strength and trust are positively associated with overall blog eWOM behavior, the effects of homophily is not significant. Users who have high frequency of use and longer residence time, the more conducive to the formation blogs eWOM. Different types of blogs, factors influencing eWOM also vary.
In the past, most studies were focus on eWOM influence consumer behavior, only a limited number of studies have addressed what are the factors affecting the eWOM. This study has practical value for practitioners and provide reference for further study.
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