The Influence of the Netizens’ Commentaries in Online Articles on the Purchase Intension of Consumers– The Moderator of Paid Poster Being Disclosed

• Main Authors: SUNG, YUAN-TING, 宋元廷
• Other Authors: SU, HUNG-JEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9w2dnf

碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 105 === Due to the rapid development of Internet, consumers rely on E-WOMs to do pre-purchase search rather than rely on traditional WOMs search. E-WOMs is also the most influential factor to the buying intension of consumers. In order to affect consumer’s buying intension, Enterprises hire paid posters to disguise as consumers in the major online-forums. Posting commentaries with business purpose and deceiving consumers and affecting their buying intension. Consumers will be influenced by the Netizens’ commentaries on the online-forums when they are doing pre-purchase search. Their purchase intension will raise when many Netizens give positive valence commentaries. However, when paid posters being disclosed, it will affect consumers’ buying intension. They won’t trust the E-WOMs of this products or even won’t buy it. This research uses experimental method to discuss (1) Whether the valence of commentaries in online-forums will have influence on consumers’ buying intension. (2) Whether the volume of commentaries in online-forums will have influence on consumers’ buying intension. And (3) Whether disclosing paid posters will have influence on consumers’ buying intension. We use a 2(commentaries valence: positive/negative) x 2(commentaries volume: little/numerous) between-subject design. And use the disclosure of paid posters as the moderator. We finally found that the valence of Netizens’ commentaries will have influence on consumers’ buying intension while the volume of Netizens’ commentaries won’t. And the disclosure of paid posters will make a serious reduction on their buying intension. We recommend that when enterprises in the operation of E-WOMs, they should be careful not to disclose their paid posters. In case of the enterprises can’t use E-WOMs marketing to enhance consumers’ buying intension forever. Keywords: E-WOMs, Netizens’ commentaries, valence, volume, paid posters, disclosure, buying intension