The Effect Of Online Review Quality On Buying Intention.

• Main Authors: Mei-LingLin, 林美伶
• Other Authors: Hui-Ting Tsai
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/h86c7j

碩士 === 國立成功大學 === 企業管理學系 === 105 === Lots of consumers purchase products through Internet nowadays. Internet can not only search for information but also provide a platform for consumers to share their opinions. As a result, it becomes a medium to communicate with others. Online review is defined as the opinions that shared by consumers through blog, website, and other platforms. Comparing to the traditional review, consumers highly trust and accept online reviews, so enterprises should put importance on this marketing tool. By understanding the factors that will influence the buying intention, enterprises can figure out the better marketing strategies. Therefore, the goal for this study is to understand the relationship between online review quality, product involvement, product knowledge, product type and buying intention. This study used 195 samples to do regression analysis to test the impact of online review quality, product involvement, product knowledge, product type on buying intention. The results are as below: 1. Online review quality can positively influence consumers’ buying intention. 2. Product involvement can positively influence consumers’ buying intention. 3. Product knowledge can positively influence consumers’ buying intention. 4. Product type can positively influence consumers’ buying intention.