THE EFFECTS OF CONSUMERS' BELIEF REGARDING INTERNET RUMORS ON PURCHASESE INTENTION FROM DIFFERENT SPREADING CHANNELS

摘要

The different types of rumors spread on the Internet have shown their potential danger to business, especially to business of consumable products. Internet rumors can be easily accessed by consumers through various channels and influence their purchase behavior. Previous researchers have discussed the contents, formation and transmission of rumors. Few researchers have investigated the different impact from rumors spread on familiar channels. Therefore, the purpose of this study is to investigate the effects of different ways of spreading internet rumors on college students' beliefs regarding internet rumors and their effect on purchase intention. Questionnaires were distributed to 292 college students in Taiwan during class time through convenience sampling in 2014. The results of the current study suggest that different media sources of rumors will not affect consumer's belief related to internet rumor, or affect their purchase intention.