Due to the vast development of Internet for the past few years, the development of consumer's Word-of-Mouth behavior follow the trend to Electronic -Word-of-Mouth. The range of Word-of-Mouth propagation is wider and the speed is faster. This study is intended to explore that whether or not Electronic -Word-of-Mouth behaviors of con-sumers after consuming would be affected by keyword advertising search before con-suming.
This study focuses on catering industry and medical cosmetic industry as target industry. I use structural entity questionnaire as a tool of information collecting to pro-ceed convenience sampling. Totally 500 questionnaires and 446 is returned. There are 353 valid questionnaires among them. The research result indicates that consumers who use keyword advertising are more willing to share their Electronic -Word-of-Mouth after consuming, which supports the hypothesis of this study. According to the result of this study, meanings toward management and further studies will be presented.
