An Exploration of Relationship between eWOM and Purchase Intention

• Main Authors: Wang, Ching-Jou, 王靜柔
• Other Authors: Huang,Shih-Ping
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/28vma3

碩士 === 國立交通大學 === 科技管理研究所 === 106 === Electronic word-of-mouth(eWOM) is a prevalent marking tool in recent years. It enhances the brand awareness of the enterprise, builds a strong brand image, and promotes the product in an invisible way. Most customers are used to searching online reviews before making purchase decisions to reduce the risk and uncertainty. With the rise of social media, the expansion rate and range of eWOM are increased dramatically. Over the past few years, many researchers studied on different aspects of eWOM, but most of the studies analyze the result of questionnaire based on statistical method. It lacks practical cases to prove the feasibility of these theories in the real world. Therefore, this study attempts to review eWOM papers extensively and then classifies eWOM factors into two categories: subjective and objective. Three propositions were developed and justified by using a practical case to determine the relationship between objective eWOM factors and purchase intention. The results indicated that there is no positive correlation between the source credibility and purchase intention but argument quality and online reviews have positive impacts on purchase intention. Among them, the number of recommendation and the volume of reviews have the most significant impact on the purchase intention. These findings have implications for marketing executives in terms of the key factor about managing eWOM.