The Factors of Online Word-of-Mouth Formation on Nonprofit Products: The Moderating Effect of Endorser

• Main Authors: Jo-Ting Yuan, 袁若庭
• Other Authors: Ying-Jung Yeh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/qvv789

碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === Non-profit organization is occupied an important status in current society, it provides the services which government or enterprise does not serve. With the increasingly serious situation of payments imbalance, the non-profit organizations start to sell non-profit products to obtain financial resources. As the internet being well developed and widespread, the electronic word of mouth becomes more important than before. To avoid purchasing risk and uncertainty, consumers are used to evaluate products by online reviews. Companies will also hire the endorsers to increase the products’ sales. Consumers will evaluate the product with two mental drivers, functional drivers and emotional drivers. We used a 2(search goods/experience goods)*5(professional man/ professional woman/ attractive man/ attractive woman/ no endorser) between-subject design to research about “how endorsers will influence consumers’ intention of delivering electronic word of mouth?” and “whether the endorsers’ professional, attractiveness and sexual will influence consumers’ intention of delivering electronic word of mouth?”