| Summary: | 碩士 === 亞洲大學 === 經營管理學系 === 104 === In view of network users, consumers can communicate via multiple online media search and delivery information, and Web-based communication media gathered together a vast product information, and can perform various marketing functions. This study based on online reviews messages to positive comments influence of source credibility on product attitudes, according to weigh possible modes of message source interference effects on source credibility.
Designing questionnaires for data collection, selected according to online reviews to third-party websites as a source of research information, collecting a total 330 Valid samples, verify the hypothesis of this research. Experimental results obtained the following results found for the consumption of consumers watching these comments, these comments positive and negative message size can affect the consumer's perception of the hotel itself. Secondly, consumers themselves to judge the quality of the product itself, not by other consumers holding the nose. And the country of origin of the comments will affect consumers in consumer perceptions of you comment on this message.
|
|---|
