| 英文摘要 |
The application and rise of AI technology enable smart home appliances to intelligently interconnect various devices within the household, creating an environment that is efficient, secure, comfortable, convenient, and environmentally friendly. The outbreak of COVID-19 has profoundly affected people's lifestyles, with online shopping becoming an indispensable part of life. Factors such as evaluations and product information deeply influence consumers' purchasing decisions and brand sentiments and loyalty. Therefore, this study explores the relationship between ''Product Involvement,'' ''Electronic-Word-of-Mouth,'' and ''Brand Resonance.''
Through the Google Forms method, individuals who have purchased smart home appliances were asked to respond, resulting in 281 valid responses. The empirical results show a significant positive correlation between Product Involvement and Brand Resonance. There is also a significant positive correlation between product involvement and Electronic Word-of-Mouth. Additionally, there is a positive correlation between Brand Resonance and Electronic Word-of-Mouth. Electronic Word-of-Mouth partially mediates the relationship between Product Involvement and Brand Resonance. This suggests that Electronic Wordof- Mouth plays an important role in the process of consumers forming emotional connections with brands. It is recommended that new brands take various strategies to enhance consumer involvement, such as increasing the transparency of product information and actively managing online reviews to deepen the connection and impression of the brand. |
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