The Influence of eWOM and Social Connection on Online Shopping Intention
Date Issued
2011
Date
2011
Author(s)
Yeh, Yu-Cheng
Abstract
In recent years, the proportion of user interaction and online shopping behavior through real relationships has increased substantially; meanwhile, we found that sellers have used community-based marketing tools to develop marketing strategies. The communication between users could be an effective way to improving consumers’ intention of online shopping. This study will find out whether and how eWOM, social connection, and other factors have an influence on online shopping intention.
This study is based on Zhou’s Online Shopping Acceptance Model, to find out the influence of consumer demographics, eWOM, and social connection on online shopping intention. The research scope contains any type of product and service, and the research objects are the consumers with online shopping experience or basic knowledge.
The result of this study is that: First, gender will change the impact from outside groups. We found that female would receive greater impact from outside groups. Second, the ways consumers build up online shopping ontention will follow the paths in OSAM. Third, eWOM will have an influence on online shopping intention by following the paths in OSAM, when consumers receive better eWOM, they would build up greater intention. Forth, social connection won’t moderate the relation between eWOM and online shopping intention, social connection will have an influence on online shopping intention by following the paths in OSAM, when social connection is stronger, and consumers would build up greater intention.
Subjects
e-Commerce
eWOM
Social Connection
Online Shopping Intention
Online Shopping Acceptance Model
Type
thesis
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