|Author's Email Address
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|Type of Document
||The Influence of Informational and Normative Determinants of On-line Consumer Recommendations on Credibility of Electronic Word-of-Mouth|
|Date of Defense
on- line consumer recommendations
||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:|
一、 How world informational and normative determinants affect a user’s credibility evaluation of on- line consumer recommendations?
二、 How would this perceived credibility of eWOM influence its sender’s WOM on the receiver’s purchase decision?
三、 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:
一、 Informational determinant-argument strength, confirmation with receiver’s prior belief, expertise - significantly influenced perceived eWOM credibility.
二、 normative determinant- - significantly influenced perceived eWOM credibility
三、 perceived eWOM credibility significantly influenced sender’s WOM on the receiver’s purchase decision.
四、 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.
||Chi-Cheng Wu - chair|
Pei-how Huang - co-chair
Min-Hsin Huang - advisor
Indicate in-campus at 2 year and off-campus access at 5 year.|
|Date of Submission