The Effects of Electronic Word of Mouth toward Health Seeking Behavior and Word of Mouth Behavior

• Main Authors: TSENG,YU-FEN, 曾郁棻
• Other Authors: HSIAO,HSIANG-WEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5j769a

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 105 === The purpose of this study is to explore the effect of messages on health seeking behavior and word-of-mouth (WOM) behavior after consumers receive the electronic word-of-mouth (eWOM) messages. Using the questionnaire survey collected a total of 300 valid samples. The results show that the message characteristics have a significant positive impact on the health seeking behavior and WOM behavior. The higher the degree of message characteristics, the higher the degree to which message receiver will generate health seeking behavior and WOM behavior. And the importance of the sender's expertise does not have a significant impact on the health seeking behavior and WOM behavior. Therefore, the message sender does not necessarily have the knowledge, ability or medical industry experts, as long as the message sender can meet the needs of the receiver. In addition, the exploratory study found that perceived risk had a significant positive effect on the health seeking behavior and WOM behavior. The higher the degree of perceived risk, the higher the degree to which message receiver will generate health seeking behavior and WOM behavior.