Different gender perceptions toward e-WOM and social media and their purchase intention

[[abstract]]隨著網路科技的快速發展， 電子商務的接受度越來越高， 電子口碑的數量也跟著大量出現。 從先前的研究已經發現，傳統口碑是左右銷售量的一個重要因素之一，而在現代社會中，如何運用電子口碑來提升產品知名度，當然也成為拓展市場的關鍵行銷策略之一。本研究旨在分析不同性別如何影響電子平台、電子口碑品質、可信度的接受度及對購買意圖的影響；套用入計劃行為理論(Theory of Planned Behavior TPB) 及科技接受模型 (Information Adoption Model IMA) ，運用路徑分析(Path Analysis PA)及驗證性因素分析 (Confirmatory Factor Analysis CFA) 檢驗假設是否成立。實驗結果發現，女性族群對網路口碑的接受程度會受口碑平台的影響，男生則比較注重在口碑本身的品質及可信度。在口碑採納度方面，男女族群都會接受可信度高的口碑，但男生受到的影響比較大。一旦男生接受了網路上的口碑，極有可能產生購買意圖，反觀女性族群，即使接納了網路口碑 購買意圖的產生卻不明顯。廠商可根據此研究訂定產品的行銷策略，根據不同的客源在不同的口碑平台採取不同的因應措施。[[abstract]]Through the rapid development of internet electronic commerce market growth fast in the last decade as well It also leads to the result that word-of-mouth are no more just spreads by the traditional way many of them have changed to be posted on different online platforms Prior researchers have found that word-of-mouth is one of the important component to determine the sales Therefore how to use electronic-word-of-mouth a market strategy to increase the reputation is for sure a key point to extend the market share in nowadays This study aims to investigate how different platforms e-WOM content credibility and quality influence the e-WOM adoption and purchase intention and trying to compare the different perceptions between female and male Theory of planned behavior (TPB) an Information Adoption Model (IMA) are adopted in research model and analyzed by using Path Analysis (PA) and Confirmatory Factor Analysis (CFA) The study found the e-WOM adaption in female group is affected by e-WOM platforms while males focus on the e-WOM credibility itself Moreover although both female and male adopt creditable e-WOM male has a significant influenced by it Once male adopts e-WOM there's high possibility to lead to purchase intention conversely even females adopt the e-WOM there's no evident purchase intention comes up Based on the results brands can develop particular marketing strategies for different target customer groups on varies e-WOM platform