- 學位論文
The Impact of eWOM Sources on Purchase Intention: The Moderating Effect of Price
摘要
Social network sites have become one of the most important platform that provide social connect service, and might be a potential tool to do eWOM marketing as well as influence consumer behaviors. Apart from prior researches which identified subjects’ off-line tie strength through survey; this research retrieved the actual data of subjects’ interaction frequency on Facebook to explore their online tie strength. Through a 2 × 2 experiment design, the effects of online tie strength and product price, trust, and risk on purchase intention were examined. In general, the results denoted that customers have higher trust and perceive lower risk to the recommendations from online strong ties, thus in turn, have higher purchase intention to the recommended products. However, when the effect of price was considered, it was found that the recommendation from online strong ties leads to higher purchase intention only when the recommended products on Facebook were of low price. Based on these results, theoretical and managerial implications are discussed, and limitation and suggestion are also provided.