One Kind Word Can Warm Three Winter Months: An Empirical Study of Electronic Word-of-Mouth Review's Determinant Factors on Consumers' Purchase Decision Influences

Autor: Yang, Hui-Ju, 楊惠茹
Rok vydání: 2014
Druh dokumentu: 學位論文 ; thesis
Popis: 103
The development of Internet information has provided consumers with easier methods for gathering information prior to collecting or purchasing merchandise. In recent years, numerous Websites and online platforms have been built that enable “Netizens” to exchange ideas and share experiences on established topics, providing them with desired information to be used as a reference. This study examined whether electronic word-of-mouth (eWOM) in online forums related to products and services written anonymously by users of cosmetics online platforms influenced the purchase decisions of consumers. This study used the reaction level model to determine the decisive factors of eWOM in influencing forum members. Subsequently, this study selected the attitude of online reviews and eWOM as mediating factors to determine whether these factors influenced the purchase decisions of forum members. This study primarily investigated whether the attitude of online reviews and eWOM influenced online purchases. This study participants comprised members of Fashion Guide cosmetic online forums who used the forum within the past year in Taiwan. The data collection was by online questionnaire to survey. A pre-test were 338 responses and valid responses were 288(80.2%). Formal questionnaire were 898 responses and valid responses were 750 (83.5%). This study adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The findings illustrate several significant results as following: (1) In the hypothesis model, except “perceived usefulness of online reviews” and “using experience of eWOM” individually is not positive Aand significant effect on “attitude towards online reviews”, other twelve hypothesis paths are support. (2) In the rival model, “perceived usefulness of online reviews” and “product involvement” of two hypothesis paths are added in research model and to test two paths affect on “purchase influence of online reviews”. However, comparing goodness of fit in the hypothesis- and rival model, the rival model cannot significantly improve the goodness of fit. (3) In the multi-group analysis, dividing into two groups of “male” and “female” and the results are slightly different. for male “perceived usefulness of online reviews”, “perceived eWOM credibility of online reviews”, and “product involvement” are not significant effect on “attitude towards online reviews”; “perceived eWOM credibility of online reviews” is not significant effect on “eWOM usage”; “homophily” is not significant effect on “purchase influence of online reviews”. It can be seen the male has his won opinions on choosing cosmetics products. meanwhile, for female only “perceived usefulness of online reviews” is not significant effect on “attitude towards online reviews” and “eWOM usage” and “perceived eWOM credibility of online reviews” is not significant effect on “eWOM usage”. It means the female is easily influenced by the reviews of eWOM to adopt the reviews and have purchase intention. In the case of every day using the Website forum of fashion guide cosmetics, dividing into two groups by using hours, “using forum less than one hour” and “using more than two hours”. The result shows that the using members will change their perceptions by high or low degree of using time, especially the higher eWOM usage, the higher purchase influence of online reviews. Regarding mediators, the information determinants (including “perceived usefulness of online reviews” and “perceived eWOM credibility of online reviews”) and the individual determinants (including “using experience of eWOM” and product involvement”) will indirectly affect the user’s eWOM adoption by “attitude towards online reviews” as well as indirectly affect “purchase influence of online reviews” by “eWOM usage”. Thus, both of “attitude towards online reviews” and “eWOM usage” has partial mediating effects. In conclusion, this study also provides conclusions and practical implications for the future administrators of membership community forum. Keywords: C-A-B Model, Information Determinants, Individual Determinants, Attitude towards Online Reviews, eWOM Adoption, Purchase Influence of Online Reviews
Databáze: Networked Digital Library of Theses & Dissertations
Externí odkaz: