| Summary: | 碩士 === 國立東華大學 === 會計與財務碩士學位學程 === 106 === With the development of technology and Network popularity, the habit of delivery information has changed and the ways to get information have increased. Additionally, online community platforms grow rapidly and enormously. Internet users not only use words and charts but dynamic images to deliver the information. Through the exchange information between static and dynamic contents, it leads social interaction as well as good medium to deliver information in the modern world. The differences of online community platforms promote the interaction and the information sharing between users more instant, convenient and diversified. It brings up the “Internet celebrity”. This study focuses on exploring the influence of Internet celebrity’s personality on Internet users’ willingness. Though some previous academics discussed in this domain, most of them looked into the situations of Internet users’ willingness, behavior, preferences and uses by the aspect of endorsement to promote and advertise the products, service and systems in enterprises. Therefore, this study complements the data deficiency by empirical analysis, and explores the relationship between users’ motivation and willingness.
This is an empirical research to distribute the questionnaires in Facebook, Line groups and PPT as a collection of samples and to analyze it by SmartPLS. With DISC theory, the study indicates that Dominance and Compliance influence on “Electronic Word of Mouth”, “Perceived of Playfluness” and “Perceived of Attractiveness” these three user’s motivations. On the other hand, Influence and Steadiness affect “Perceived of Playfluness” and “Perceived of Attractiveness”. Furthermore, “Perceived of Attractiveness” in the user’s motivation has an influence on “Intention of Using”, “Willingness to Share” and “Purchase Intention”.
|
|---|
