The Determinants of Electronic Word-of-Mouth and Their Subsequent Impact on Consumer Behavior:The Case of Blog
Date Issued
2009
Date
2009
Author(s)
Tsai, Hsing-Chen
Abstract
With the advent of web 2.0, more and more people share the information and experiences with others on their own blog. By the function of hyper-link, comment, and track bace, blog has become one of the most popular media of information exchange. According to the 2008 EICP consumer research, the percentage of people who has used or browsed blog in recent week is about 35.2%. It was believed that blog has gradually replaced traditional media, and become an important online media for information exchange and interaction. Besides this, consumer behavior was deeply affected by electronic word-of-mouth. Therefore, this article is focus on the determinants of electronic word-of-mouth in blog and the interaction of electronic word-of-mouth effect and purchase intention. questionnaire survey was conducted on 266 consumers who have searched information on blog. After the analysis with LISREL method, we found that: (1) the content authenticity, source credibility, and receiver’s conformity behavior have positive interaction with the electronic word-of-mouth effect. (2) the electronic word-of-mouth effect will positive effect the consumer’s purchase intention.y the results of this thesis, the author provides some management implications and a few futures research directions.
Subjects
word-of-mouth
blog
source credibility
authenticity
conformity
purchase intention
SDGs
Type
thesis
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