Abstract:

 Because of the Internet, consumers can gain product knowledge with little effort. This study examines the role of online word-of-mouth on adolescents’ purchase decision making. The moderate effects of involvement and purchase expertise were also discussed. The expertise in this study was be measured by product experience and product knowledge. The purpose of this study was discussing how product expertise and purchase involvement related to the role in purchase decision of the word-of-mouth from online community, family members, and friends. Participants of this study were 321 adolescents. The survey results showed that compare with experienced and expert consumers, invoice consumers consult much word-of-mouth from online community, family members, and friends. Contrarily, expert consumers consult much word-of-mouth from online community than experienced consumers. Moreover, experienced consumers consult much word of mouth from family members than expert consumers.