網路口碑傳播對消費者購買意願影響之研究 ─以羅東夜市為例

• Main Authors: LU,CHEN-HSING, 呂振瑆
• Other Authors: LIN,CHIA-HSIN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/32292321024136920281

碩士 === 佛光大學 === 傳播學系 === 105 === As the internet developed in rapid speed and become more convenient, many of the consumers purchase habit has diversed from the traditional way. Nowadays, consumers can find all kinds of informations merely via browsing websites and search engines. By learning from the information consumers found on the internet, consumers will either purchase or they won’t. To some consumers, perhaps they had bought or experienced what was the information about and will share the information to others and it will become the power of word of mouth (WOM). This study is mainly about digital WOM, observing the relation between WOM, the attitude of going to Lotong Night Market and the will towards purchasing in Lotong Night Market. Because of the internet’s conveniency and other features, making WOM able to travel through internet and it has gain way more attention than before. Again, because of all the feature internet has brought to us, digital WOM has become more general and it has become easier for consumers to share experience for others as reference before purchasing. Internet survey is the method of this study. 411 surveys were collected starting from April 1st and ended on 15th in 2017, 400 surveys were effective which achieved a 97.3 percent recovery. SmartPLS 3 was the tool to analyze the data and the results show that internet WOM has positive affection to the will towards purchasing in Lotong Night Market.