臺灣博碩士論文加值系統

過去人們藉由實際地接觸傳播口碑，而自網路科技興盛發達後，人們可利用網路做為傳播口碑的管道，口碑的影響力更是無遠弗屆，無論在企業界或是學術界，皆以公認口碑對消費者購買決策的制定有顯著的影響。然回顧眾多文獻發現，個別針對傳統口碑和網路口碑進行研究的相關文獻多如牛毛，但是將傳統口碑和網路口碑做一比較的文獻極少，因此本研究重心在於比較兩者之間對於消費者購買決策有什麼不同的影響。
本研究以Bansal & Voyer（2000）為主要研究架構，將此架構應用在比較傳統口碑和網路口碑上，探討兩者在非人際關係(接收者專業和知覺風險)、人際關係 (傳播者和接收者關係強度、接收者口碑搜尋程度 )、以及人際與非人際關係交互作用對口碑接收者購買決策的影響
本研究採網路問卷型式發放，總計回收336份，有效問卷為301份。在經過路徑分析後，研究結果如下：
1. 口碑傳播者和接收者關係強度越高，傳統口碑相較於網路口碑對消費者決策有較大的影響力。
2. 口碑接收者主動搜尋口碑的程度越高時，網路口碑相較於傳統口碑對消費者決策有較大的影響力。
3. 無論網路口碑或是傳統口碑，口碑接收者專業程度對於口碑說服效果沒有顯著的影響。
4. 口碑傳播者專業程度越高，網路口碑相較於傳統口碑對消費者決策有較大的影響力
5. 知覺風險對於消費者在傳統口碑或網路口碑的搜尋程度沒有明顯的相關性。
6. 口碑傳播者專業程度越高，口碑接收者對於網路口碑搜尋程度會大於傳統口碑搜尋程度

關鍵字：口碑、網路口碑、傳統口碑

中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝 Ⅲ
目錄 Ⅳ
圖目錄 Ⅵ
表目錄 Ⅶ
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻回顧 5
2.1口碑 5
2.1.1 口碑定義 5
2.1.2 口碑種類 6
2.2消費者行為 10
2.2.1 消費者行為定義 10
2.2.2 消費者決策過程模型 11
2.2.3 消費者涉入理論 16
2.2.4 消費者知覺風險 18
2.3 口碑和消費者行為 19
2.3.1 引發口碑的動機 19
2.3.2 影響口碑效果的因素 21
2.3.3 接收者專業程度 22
2.3.4 傳播者專業程度 23
2.3.5 接收者知覺風險 24
2.3.6 消費者搜尋口碑程度 24
2.3.7 關係強度 24
第三章 研究方法 26
3.1 研究架構 26
3.2 研究假設 27
3.3 變數定義與衡量 28
3.3.1 自變數 28
3.3.2 中介變數 29
3.3.3 應變數 30
3.4 研究設計 31
3.4.1 問卷設計 31
3.4.2 資料蒐集與分析 31
第四章 資料分析 33
4.1 樣本特性分析 33
4.2 信度分析 35
4.3 假設驗證 36
第五章 結論與建議 44
5.1 研究結果 44
5.2 管理意涵 47
5.3 研究限制 48
5.4 未來方向建議 49
參考文獻 50
附錄一 問卷 55

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