Opinion Leader and Information Search for Mobile Phone Users on the Influence of Word-of-Mouth Communication

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题名:	Opinion Leader and Information Search for Mobile Phone Users on the Influence of Word-of-Mouth Communication
作者:	TSENG, PO-HUNG
贡献者:	經營管理學系
关键词:	Opinion leader;Information search;Word of mouth
日期:	2017
上传时间:	2017-09-15 08:49:36 (UTC+0)
出版者:	亞洲大學
摘要:	The era of Internet has become popular, and today's society is the era of online community, the characteristics of opinion leaders and information search related information, consumers use the smart phone after the word of mouth is one of the important sources of information, word of mouth has been deep Affect the behavior and awareness of consumers, and will cause consumers to buy. In addition, in the form of word of mouth, there is a group of individuals with knowledge and ability, they have influence on the community, and will change the idea of others, we through the past scholars of the study, the group will be defined as opinion leaders. In this study, 115 valid questionnaires were collected through a network survey conducted by consumers. Data were analyzed using IBM SPSS Statistics 22 for data analysis, reliability analysis, regression analysis and variance analysis. The results of the data analysis will verify that the information search has a significant impact on the word-of-mouth communication reference for smartphone users. Finally, this study is based on the conclusions and recommendations of the empirical results.
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