The Influence of Electronic Word-of-Mouth on Consumer Purchase Intention
| Autor: | Shih-mei Hsu, 徐士媄 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 WOM (Word-of-Mouth) communication has long been considered as an important indicator for the product evaluation and purchase intention of consumers. However, due to the rapid development of the internet and online forum which are characterized by its speed and multi-faceted ways of presentation, the EWOM is believed to have a greater impact on consumers than the traditional way of WOM communication. The interactive communication among consumers has gradually becoming the important issue in marketing communication. Different from the prior research of WOM which has focused primarily on 3C products, books or movie industry, this study focuses on the most popular cosmetics online forum. The study adopts 2 (few or multiple of eWOM messages) × 2 (positive or negative of eWOM ) experimental design with the 2 moderating effects as the product price and the involvement to investigate and how these would in turn affect the purchase intentions of receivers. This research conducted a laboratory experiment with 12 different scenarios and the subjects are college students and employees who have experience browsing online forum. A total of 405 valid samples were collected into analysis. Results of our experiment reveal that electronic word-of mouth is an important determinant of purchase intention, and both price and involvement are found to be effective moderators. The finding of the study are as following： 1. The more of eWOM, the greater influential it is on consumer purchase intention. 2. The more of PWOM is, the more positive influential it is on consumers’ purchase intention. 3. The more of negative WOM is, the more negative influential it is on consumers’ purchase intention. 4. Negative WOM, as compared to positive WOM, negative one has stronger effects on consumers’ purchase intention in online forum. 5. Price has a negative correlation with EWOM (both message numbers and content), the higher the price is, the lower the influence of the EWOM on the purchase decision is. 6. Involvement has a negative correlation with EWOM (both message numbers and content), the higher the involvement is, the lower the influence of the EWOM on the purchase decision is. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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