口碑網站使用者涉入程度與消費行為之關聯性研究─ 以「i TRY試用情報網」為例

Nowadays, traditional marketing methods have not raised sale volume successfully, and the same blubs can’t attract consumers anymore. Therefore comes to a new marketing mode- word-of-mouth marketing. By using consumer's oral traditions recommendation, lets the company and the product becomes the topic which the consumer discusses. The advertisement benefit is approximately the conventional routes three to five times. However, the Internet urges network's oral traditions dissemination to be more convenient, effectiveness. And the digitizing oral traditions' proliferation maybe many kinds of ways carry on the dissemination, for example: The network social group, immediate communication between the general website discussion of area, electronic bulletin board (BBS), the email, etc. This research focuses on the biggest trial products demanding website in Taiwan - i TRY.com, studies the website to ford into the degree, the oral traditions to convince the effect, to cause the thing claim behavior and the consumer behavior relatedness, and take the members of i TRY.com as the sampling object, altogether recycles 176 effective questionnaire, and carries on each item of material analysis method by the SPSS software, obtains the real diagnosis result is as follows: First, the user website fords into the degree to have the remarkable influence to the consumer behavior Second, the network oral traditions convince the effect to have the remarkable influence to the consumer behaviors. Third, the user demands cause the number of times and the purchase behavior number of times are not remarkable related.