Title:
Online Word of Mouth as a Determination in Adolescent Purchase Decision
Making:
the Influence of Expertise and Involvement
Abstract: Because of the Internet,
consumers
can gain product knowledge with little effort. This study examines the
role
of online word-of-mouth on adolescents’ purchase decision making. The
moderate
effects of involvement and purchase expertise were also discussed. The
expertise
in this study was be measured by product experience and product
knowledge.
The purpose of this study was discussing how product expertise and
purchase
involvement related to the role in purchase decision of the
word-of-mouth
from online community, family members, and friends. Participants of
this
study were 321 adolescents. The survey results showed that compare with
experienced
and expert consumers, invoice consumers consult much word-of-mouth from
online
community, family members, and friends. Contrarily, expert consumers
consult
much word-of-mouth from online community than experienced consumers.
Moreover,
experienced consumers consult much word of mouth from family members
than
expert consumers.
Author: Chih-Chien Wang, Shu-Chen Chang