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Title page for etd-0830111-115546


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 indicate in-campus access immediately and off-campus access at 5 years
    Date of Defense 2011-07-08 Date of Submission 2011-08-31


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