Web 2.0應用對消費者購買決策之影響暨廠商因應之道

Abstract

Internet has dramatically changed modern world and the way people communicate. As consumers shift their daily activities to online environment, the traditional one-way advertisement (TV or Newspaper ads) starts to lose the power of influence. With Web 2.0 applications, Internet users can share their experiences easily and can get opinions from others without any producer’s control. Therefore, Internet (Social Media) becomes the best platform of doing online Word-of-Mouth marketing, or so called “Viral Marketing”. Consumers now often look for friends’ recommendation or search information online before they purchase high-involvement goods. As consumer purchase behavior changes, producer has also to adjust the marketing approaches accordingly. Influencing the influencers to build the brand (or products) preference becomes the major assignment of online marketers in near future.