대만 쇼피 전자상거래 플랫폼에서 온라인 구전이 구매의도에 미치는 영향

In the online shopping, electric word-of-mouth can affect other consumers' purchase decisions. Trust obtained through the evaluation of other consumers may be higher than through information delivered by companies. This study analyzed the characteristics of electric word-of-mouth that affect consumers' purchase intentions for beauty products in Shopee, Taiwan's largest online shopping platform. The empirical results show that the characteristics of electric word-of-mouth, such as information quality, amount of information, and information reliability, all increase perceived usefulness. In addition, perceived usefulness has a positive effect on consumers' purchase intention. This study finds that perceived usefulness has the mediating effect between the characteristics of electric word-of-mouth and purchase intention. We also find that the independent self-contrual have the moderating effect between perceived usefulenss and characteristics of electric word-of-mouth, such as information quality, amount of information. In the case of consumers with a high level of independent self-interpretation, the influence of the information quality and amount of information on the perceived usefulness is higher than consumers with a low level of independent self-interpretation. On the other hand, the independent self-contrual does not have the moderating effect between perceived usefulenss and information reliability.