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URN etd-0830111-115546 Statistics This thesis had been viewed 1859 times. Download 117 times. Author Chiau-Fang Shiu Author's Email Address No Public. Department Management Business Administration Year 2010 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 166 Title THE EFFECT OF REVIEW CONTENT ON THE ONLINE PLATFORM ON CONSUMER’S PURCHASE INTENTION: THE MEDIATING EFFECTS OF TRUST AND ATTITUDE Keyword purchase intention attitude trust positive word of mouth review quality review quality positive word of mouth trust attitude purchase intention Abstract Because internet technology is well-developed, online review platforms are increasingly as springing up like mushrooms. In this information era, consumer just goes online community (e.g. mobil01, PTT, facebook, etc.) to ask relative information about product or service, on online platform have many people offers their opinions. These opinions are online word of mouth.
But are these information sources creditable? Are these information sources can increase (enhance) consumers’ purchase intention? This study was sampled the public who was used to online platform to search reviews of products or service. In this study, using quality of online review and positive word of mouth as independent variables and using consumers’ purchase intention as dependent variable. In addition, this study adopted consumers’ trust and attitude as mediating variables and using Structural equation model to examine the mediating effect. Besides, this study adopted reliability and validity analysis to examine this study’s data, using structural equation modeling to examine this study’s hypothesis.
According to this research result, quality of online review of reviewers and reviewer’s positive word of mouth hadn’t positive effect on consumers’ purchase intention but all of two have positive effect on trust. Simply, when consumers received messages (quality of online review and positive word of mouth) from informant, they will trust it. And consumers’ trust as well as influence their attitude. Their attitude as well as influence their purchase intention.
Advisor Committee Yung-Kuei Liang - advisor
Nan-Hong Lin - co-chair
Wellington K. Kuan - co-chair
Files Date of Defense 2011-07-08 Date of Submission 2011-08-31