The Study of Positive and Negative Electronic Word-of-Mouth on Goal-Directed and Impulsive Buying Behavior
| Autor: | Cheng, Tzuhui, 鄭子慧 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Popularization of Internet not only made Internet become an important media platform, but also overturned traditional business. As Internet growing at rapid and become more popular, people can use Internet conveniently, made application and development of Internet wide spread. Furthermore, made people acquire information from Internet easily without personal contact. In the process of purchasing, search for information of product is important to consumer. Consumer can acquire information of product through experience sharing such as consumption experience or product recommendation. And this can serve as a basis for consumer decision-making. The interrelationship among perceived electronic word-of-mouth review quality, product evaluation site's perceived usefulness, tie strength and experience similarity of electronic word-of-mouth sender and receiver influence on credibility of positive and negative electronic word-of-mouth. Moreover, research into the credibility of positive and negative electronic word-of-mouth influence on goal-directed and impulsive online and physical buying behavior. The results of this research are: 1) review quality and perceived usefulness positively impact on credibility of positive and negative electronic word-of-mouth; 2) tie strength and experience similarity positively impact on credibility of positive electronic word-of-mouth; 3) the credibility of positive electronic word-of-mouth positively impact on goal-directed online and physical buying, and impulsive online and physical buying; 4) the credibility of negative electronic word-of-mouth negatively impact on goal-directed online and physical buying, and impulsive online buying. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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