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研究生(外文):MIN-CHI HO
論文名稱(外文):The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information
指導教授(外文):Hsieh-Hong Huang
外文關鍵詞:Buying PurposeeWOMinformation sourcespurchasing intention
  • 被引用被引用:9
  • 點閱點閱:236
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  • 收藏至我的研究室書目清單書目收藏:0
In the earlier ages of e-commerce, the major sources of electronic word of mouth (eWOM) were from various anonymous crowds, and online shoppers often surfed and referred the WOM on Internet. With the widespread of social network sites (SNS), it enabled e-commerce websites associated with the features of SNS and then provided the evaluations of products and eWOM from both anonymous crowds and friends. Sometimes, eWOM from friends seems more credible, but not always. The purpose of this study is to investigate the influences of buying purposes and eWOM from different sources on purchase intention. Totally 437 participants were recruited in our experiment and then they were divided into 8 groups (2×2×2) randomly. The results and implications for practice were discussed.
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究問題 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 購買目的 6
第二節 口碑 8
第三節 資訊來源 14
第四節 購買意願 18
第三章 研究方法 21
第一節 研究假說 21
第二節 研究變數定義 24
第三節 實驗設計 28
第四章 研究結果與討論 44
第一節 樣本結構分析 44
第二節 信效度分析 47
第三節 研究假說之檢定 49
第五章 結論與建議 74
第一節 結論 74
第二節 學術貢獻與管理意涵 77
第三節 研究限制 77
第四節 未來研究建議 78


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