A Study on the Words of Mouth Effect of Internet Check-in Towards Consumer's Purchasing Decision－a Case of Hairdressing Industry
| Autor: | Yu-Chih Chen, 陳裕智 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In our modern society with developed network technology, it really influence our method for searching information greatly. Modern people can’t search and transfer information and knowledge without internet. Modern society people rely on network is unparalleled in the past. And because of this, we also shift our community in real world to virtual world. No matter change information or provide different opinion to our virtual community member, it does make our relationship more closely. And this kind of relationship between people is better than mass media on internet message’s change and evaluation. These years a wave for Facebook check-in started, and made a lot of people crazy for it. So when they get to a place, they just need to 「Check-in」. And add some narratives or photo with it. To declare to their community members, what just he(she) did、at where、at what time and with who. And this kind of effect made by check-in is somewhere like Word-of-Mouth (WOM) effect. So this research is trying to find out this kind of check-in’s WOM effect and how can it influence consumer’s purchasing decision with theory of WOM. This research will focus on 300 Facebook’s users (no matter whether used check-in or not). And through questionnaire online. In conclude, check-in service indeed have the effect of WOM. Any kind of check-in message will influence the user’s virtual community members generate interested in those store, and those members will have more high willingness to visit or consume at it. However, consumer may have different motivation when they check-in at different kinds of business. Therefore when business owners conducting check-in promotions, they should check why consumer check-in and what kind of message facebook users like to read at first. And according to this, to do their promotions. So they can get a better effect, and attract more consumer to consume, or make more online word-of-mouth through chek-in. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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