The document discusses word-of-mouth recommendations on the internet (word-of-mouse) and how they influence consumer purchase intentions, specifically for hot spring hotels. It reviews literature showing word-of-mouth impacts consumer behavior. The study aims to explore how source credibility and trust relate to purchase intentions. A survey was conducted with tourists at Guguan hot springs to measure these relationships and test hypotheses about the effects of expertise, trustworthiness, attractiveness, and trust on intentions.

1. Adviser: Dr. Meng-Jang Lin Presenter: Stan Chung Date: March 23, 2010

2. I. Introduction II. Literature Review III. Methodology

3. II. Statement of problem I. Research Background III. Research Purpose

4. Regular Internet user in Taiwan

11. III. Consumer information seeking I. Word-of-mouse III. Trust II. Source Credibility

19. VI. Data Analysis I. Research Procedure II. Research Structure IV. Participant V. Instrument III. Research Hypotheses

24. Guguan Location Heping Township of Taichung County Altitude 800 meters Found 1907 Average degree Celsius 48 degrees Celsius Hotels 13

30. SPSS 13.0 for windows Descriptive statistics analysis To know the distribution of participants personal information Pearson Correlation To examine the relationships between the variables (can not test cause and effect) Regression Analysis To examine the causal effect between variables