本研究主要探討消費者於購買歐洲行動上網產品時，受到網路涉入、網路口碑與訊息信任等因素的影響程度，以協助歐洲行動上網產品業者擬定網路社群行銷策略。研究對象以擁有歐洲旅遊經驗之旅客為主，採便利抽樣方式並使用網路問卷調查，總共回收有效問卷395份，研究結果發現消費者對評論信任度越高、上網越愉悅、年齡越大、網路口碑強度越強以及歐旅旅費越低時，會正向影響其購買意願；而產品口碑及附加功能的滿意度越高、歐旅天數越長，以及年齡越小時，亦會正向影響其購買意願；行動上網產品業者應重視這幾項因素，研擬網路社群行銷策略，進而包裝更貼進消費者需求的產品，並提高滿意度累積高黏著度、高忠誠度的鐵粉顧客。 This study focuses on the extent to which travelers are influenced by factors such as Internet involvement, Internet word-of-mouth, and information trust when purchasing European mobile Internet products, in order to assist European mobile Internet product manufacturers to develop Social Media Marketing strategies. The research subjects are mainly consumers with Europe travel experience. The SurveyCake online questionnaire survey was conducted in a convenient sampling method. A total of 395 valid questionnaires were recovered. The results found that consumers have higher trust in reviews, more enjoyable online, and older, The stronger the Internet word of mouth strength and the lower the European travel cost, it will positively affect its willingness to purchase.The better the product word of mouth of satisfaction, the more additional features of satisfaction, the longer the European travel days, and the moreyounger, it also will positively affect its willingness to purchase.Mobile Internet product company should pay attention to these factors, develop an Social Media Marketing strategy, and then launch products that are more suitable for consumer needs, and increase satisfaction. Accumulate high-stickiness, high-loyalty fans customers.
