| Abstract: | With the vigorous development of network technology, online community platform become more diverse. According to the survey the Taiwan Network Information Center and A.C. Nielsen Center suggest that the increasing participation of the internet community population, word-of-mouth network and information are deeply trusted by the people. Moreover, due to the increasing popularity of mobile Internet makes people not only see the virtual community as a social platform, but also an important tool to reduce uncertainty. People often use the virtual community to share experiences, exchange opinions, and solve problems. However, many research put emphasis on the virtual communities and explore the relevant issues related to the virtual community, but rarely explore the factors of uncertainty reduction of virtual communities in terms of reducing uncertainty theory. The purpose of this study will be achieved: to investigate the relationship between the quality of information , the community trust , electronic word-of-mouth and uncertainty reduction among members, to investigate the relationship between information quality and community trust and to investigate the relationship between uncertainty reduction and purchase intention.
This study use empirical research methods, and the mainly sampling objects are consumers who used to collect the commodity related messages through the virtual community. The data is collected through the discussion platform on PTT and the discussion community on Facebook. After screening 374 valid questionnaires, the collected materials were further processed through SPSS, AMOS and the structural equation model (SEM). The results are as follows: information quality has a positive effect on the community trust, information quality has a positive effect on the uncertainty reduction, community trust has a positive effect on the uncertainty reduction, electronic word-of-mouth has a positive effect on the uncertainty reduction and uncertainty reduction has a positive effect on the purchase intention.
Based on the results of the study, it is suggested that enterprises should pay special attention to the interactive function and information quality of the community, enhance the trust of the community members and help the members to reduce the uncertainty. By doing this, members of the purchase intention will be relatively great improved. |
