網路口碑、口碑接受度、聯繫強度與購買意願關係之研究－以網路郵購服飾品牌"Lativ"為例

Abstract

This study will eWOM into positive and negative word of mouth reputation, reputation and word of mouth to explore the Internet network fashion consumer acceptance of the purchase intent of the relationship, whether due to deliver a message to contact consumers of intensity different, and have different effects. In the data collection and analysis, mining questionnaire, the survey will be online as Lativ facebook fan page to browse the Internet Fashion eWOM of online shopping consumers in order to grant staff paid and the Internet in two ways, total 168 questionnaires were recovered, and SPSS18.0 reliability and validity analysis, descriptive statistics analysis, independent sample t test, univariate analysis, linear regression analysis. This study is two-factor experimental design includes two independent variables (eWOM: positive word of mouth / negative word of mouth) × 2 (contact intensity: close contact / weak link), this study found that positive word of mouth and Lativ network of Fashion negative reputation, the reputation of consumer acceptance of no significant differences; and stronger consumer associates strength, reputation higher acceptance; contact strength of close contact or weak links, positive and negative word of mouth no statistical significance; reputation acceptance of purchase intention significantly affect the relationship. Finally, this study proposes the following management advice and management implications, network of fashion, not only the pursuit of promotion eWOM, should enhance the interactive platform for exchange of views, and there is the use of consumer contact locking strength strong platform for the exchange of who is the target market, prompting consumers willingness to buy.