The Impact on Social Media Electronic Word-of-Mouth to the Consumer Purchase Intention of Cruise Travel Products

• Main Authors: Wu, Yi-Ning, 吳翊寧
• Other Authors: Tsai, Feng-Ming
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/43vgxk

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 106 === In recent years, the international cruise industry economy has gradually emerged in the Asian region, while the cruise industry market in Taiwan is in the developing stage, there is still a plenty of room for growth. In view of the current trend of the social media's electronic word-of-mouth marketing, it can be effectively used to enhance the development of the cruise industry, it will also benefit greatly to the economy of the Taiwan cruise industry relatively. Based on the Value-based adoption model (VAM), this study explores consumer technology adoption behaviors using the perspectives of value maximization of perceived benefits and perceived sacrifice and measures consumer electronic word-of-mouth communication behaviors using Harrison-Walker's WOM praise and WOM activities. Through the combination of factor analysis and path analysis of the structural equation model to explore the relationship between the variables of "information reliability," "entertainment," "complexity," " Perceived effort," and "purchase intention."