This study follows the theoretical les of Deutsch and Gerrard¡¦s dual-process theory to determine the informational and normative factors that influence credibility judgments of on-line consumer recommendation by readers. In addition, this study also discusses how impulse traits and disposition of Trust play as a moderator on the influence of Electronic Word-of-Mouth on sender¡¦s WOM on the receiver¡¦s purchase decision. This study¡¦s main purpose as follows:
¤@¡B How world informational and normative determinants affect a user¡¦s credibility evaluation of on- line consumer recommendations?
¤G¡B How would this perceived credibility of eWOM influence its sender¡¦s WOM on the receiver¡¦s purchase decision?
¤T¡B Receiver of consumer recommendations¡¦ impulse traits and disposition of trust whether influence the relationship between perceived credibility of eWOM and sender¡¦s WOM on the receiver¡¦s purchase decision.
This study has some finding as following:
¤@¡B Informational determinant-argument strength, confirmation with receiver¡¦s prior belief, expertise - significantly influenced perceived eWOM credibility.
¤G¡B normative determinant- - significantly influenced perceived eWOM credibility
¤T¡B perceived eWOM credibility significantly influenced sender¡¦s WOM on the receiver¡¦s purchase decision.
¥|¡B impulse traits and disposition of Trust could strengthen the relationship between perceived credibility of eWOM and sender¡¦s WOM on the receiver¡¦s purchase decision.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0119112-111706 |
| Date | 19 January 2012 |
| Creators | Chang, Chun-chia |
| Contributors | Chi-Cheng Wu, Min-Hsin Huang, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0119112-111706 |
| Rights | user_define, Copyright information available at source archive |
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