This document summarizes a research study on the influence of word-of-mouth (WOM) and consumer involvement on consumer purchase behavior. The study explores WOM on the internet, called word-of-mouse, and how consumer involvement may intervene in the relationship between word-of-mouse and purchase behavior. The methodology section outlines the research procedure, including questionnaire design, data collection from 300 tourists, and data analysis using descriptive statistics, correlation analysis and regression analysis to examine relationships between variables.

1. Adviser: Dr. Meng-Jang Lin Presenter: Stan Chung Date: January 7, 2010

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

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

8. III. Consumer information seeking I. Word-of-mouse III. Involvement II. Trust

16. V. Data Analysis I. Research Procedure II. Research Structure III. Participant IV. Instrument

25. 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