臺灣博碩士論文加值系統

近年來網路普及率高，消費者可輕易從網路獲取各種所需的資訊。而業界也越來越重視網路口碑所帶來的效果，會盡力去傳播對公司有益的口碑訊息，故當大多數消費者在購買過程中透過網路觀看眾多陌生人分享的真假口碑時，如何從中辨認訊息內容是否可信是一個重要步驟，再依本身對產品的了解狀況來評估購買風險，因此消費者對口碑資訊的判斷和對產品知識的高低都是做最後消費時的決策依據。
故本研究以餐飲業為例，探討消費者在前往到餐廳用餐前，搜尋網路口碑資訊的過程到最終決定是否進行消費的購買決策裡，消費者對訊息來源的可信度、產品涉入程度、知覺風險和購買意願的反應為何﹖本研究問卷樣本以在前往餐廳用餐前會先上網搜尋相關資訊的消費者為對象，使用問卷調查法及便利抽樣，以實體和網路問卷的方式發放問卷，一共發出360份問卷，有效問卷為312份，並以SPSS統計軟體來做測量。
研究結果依數據顯示了網路口碑訊息可信度的高低不會影響到消費者的知覺風險及購買意願，而產品涉入程度的多寡會影響到消費者的心理風險，若能降低消費者的知覺風險即能提升消費者的購買意願。

The Internet coverage in recent years has been very high, and consumers can easily find the information they need on the Internet. Businesses also have placed increasing emphasis on the effects of online word-of-mouth and try their best to spread online word-of-mouth positive to their businesses. Therefore, when consumers use the Internet in their purchasing process to read online word-of-mouth, true or fake, shared from many strangers, it is an important step to judge if the message is credible, and they can also evaluate the purchase risk by their understanding on the product. That is, consumers’ judgment on the credibility of the online word-of-mouth and the level of their product knowledge become their final decision-making bases when making a purchase decision.
This study applied the case study method on the restaurant industry to investigate consumers’ responses to information source credibility, product involvement level, perceived risk, and purchase intention when they search the online word-of-mouth and decide if they would make the final purchase decision before they go to dine in a restaurant. The questionnaires of this study targeted at consumers who would search online relevant information before they go to dine in a restaurant. The questionnaire method and convenience sampling were employed. Physical and Internet questionnaires were distributed with a total of 360 questionnaires distributed, in which 312 were valid, while the statistical software SPSS was used for measurement.
The results showed that the level of credibility for the online word-of-mouth would not have an impact on consumers’ perceived risk and purchase intention, while the involvement level would have an impact on consumers’ perceived risk. Thus, lowering consumers’ perceived risk would increase consumers’ purchase intention.

目　次
第一章　緒論
第一節　研究背景與動機 1
第二節　研究目的 3
第二章　文獻探討
第一節　口碑與網路口碑 4
第二節　口碑訊息可信度 8
第三節　產品涉入程度 11
第四節　知覺風險 14
第五節　購買意願和人口統計變項 17
第三章　研究方法
第一節　研究流程 19
第二節　研究架構 20
第三節　研究假設 21
第四節　操作型定義與衡量 24
第五節　研究設計 28
第六節　研究問卷前測 31
第四章　結果與討論
第一節　描述性統計分析 36
第二節　信度分析 38
第三節　效度分析 39
第四節　研究假說驗證 42
第五章　結論與建議
第一節　研究結論 58
第二節　理論與實務涵義 61
第三節　研究限制 63
第四節　後續研究建議 64
參考文獻
一、中文部分 65
二、英文部分 66
附錄
附錄A：前測問卷 71
附錄B：正式問卷 75

表　次
表2-1　口碑定義彙整表 5
表2-2　網路口碑定義彙整表 6
表2-3　網路口碑與傳統口碑之比較 7
表2-4　訊息可信度構面 8
表2-5　Ohanian的訊息可信度量表 10
表2-6　學者們對涉入程度的定義 11
表2-7　知覺風險構面彙整表 15
表2-8　知覺風險衡量題項 16
表3-1　專家學者背景介紹 31
表3-2　前測問卷信度分析表 32
表3-3　前測問卷之訊息可信度量表因素成度比例表 33
表3-4　前測問卷之訊息可信度構面因素分析命名及負荷量 33
表3-5　前測問卷之知覺風險量表因素成度比例表 34
表3-6　前測問卷之知覺風險構面因素分析命名及負荷量 34
表3-7　前測問卷之涉入程度構面因素分析命名及負荷量 35
表3-8　前測問卷之涉入程度量表因素成度比例表 35
表4-1　正式問卷之人口統計變項分析表 37
表4-2　正式問卷信度分析表 38
表4-3　正式問卷之訊息可信度量表因素成度比例表 39
表4-4　正式問卷之訊息可信度因素負荷量 39
表4-5　正式問卷之知覺風險量表因素成度比例表 40
表4-6　正式問卷之知覺風險構面因素負荷量 40
表4-7　正式問卷之涉入程度量表因素成度比例表 41
表4-8　正式問卷之涉入程度構面因素負荷量 41
表4-9　 網路口碑訊息可信度對知覺風險之相關分析 42
表4-10　網路口碑訊息可信度對購買意願之相關分析 43
表4-11　低度知覺風險對購買意願之相關分析 43
表4-12　高低涉入程度在知覺風險因素構面之差異性分析 44
表4-13　性別對本研究各變項認知之差異表 45
表4-14　年齡對網路口碑訊息可信度認知之差異表 46
表4-15　年齡對可靠性認知之事後分析比較 46
表4-16　年齡對產品涉入認知之差異表 47
表4-17　年齡對產品涉入認知之事後分析比較 47
表4-18　年齡對知覺風險認知之差異表 48
表4-19　年齡對身體風險與心理風險認知之事後分析比較 48
表4-20　年齡對購買意願認知之差異表 49
表4-21　職業對網路口碑訊息可信度認知之差異表 49
表4-22　職業對產品涉入認知之差異表 50
表4-23　職業對產品涉入認知之事後分析比較 50
表4-24　職業對知覺風險認知之差異表 51
表4-25　職業對購買意願認知之差異表 51
表4-26　教育程度對網路口碑訊息可信度認知之差異表 52
表4-27　教育程度對涉入程度認知之差異表 52
表4-28　年教育程度對涉入程度認知之事後分析比較 53
表4-29　教育程度對知覺風險認知之差異表 53
表4-30　職業對購買意願認知之差異表 54
表4-31　個人月平均收入對網路口碑訊息可信度認知之差異表 54
表4-32　個人月平均收入對涉入程度認知之差異表 54
表4-33　個人月平均收入對涉入程度認知之事後分析比較 55
表4-34　個人月平均收入對知覺風險認知之差異表 55
表4-35　個人平均月收入對身體風險認知之事後分析比較 56
表4-36　個人月平均收入對購買意願認知之差異表 56
表4-37　本研究假設成情況表 57

圖　次
圖3-1　研究流程圖 19
圖3-2　研究架構圖 20

一、中文部分
（一）期刊論文
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李雙華 (1998)。網路購物消費者降低知覺風險之研究。大葉大學事業經營研究所碩士論文。
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吳欣娟 (2010)。電子布告欄推文搜尋態度與購買決策影響之關係。國立政治大學廣告研究所碩士論文。
尚榮安、陳禹辰與周季穎 (2007)。電腦中介傳播對消費者口碑行為的影響。電子商務學報，9 (1) ,27-48。
林崇賢 (2010)。善因行銷訊息對購買決策的影響：消費捷思觀點的探討。國立高雄第一科技大學行銷與流通管理研究所碩士論文。
陳漢杰 (2005)。涉入、產品屬性的評估與購買意願之相關-以銀行消費者購買理財服務為實證。國立成功大學高階管理碩士在職專班碩士論文。
陳美樺 (2007)。網路推薦訊息來源對消費者信任、知覺風險、知覺品質以及購買意願之影響。國立成功大學電信管理研究所碩士論文。
許馨云 (2005)。女性消費者對於保養品購前資訊來源信任程度之研究。中央大學企業管理學系碩士論文。
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費翠 (2001)。網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究。國立政治大學廣告研究所碩士論文。
廖國鋒、朱宗緯與李堯賢 (2005)。風險降低策略對消費者知覺風險和網路購物意響之研究。Pan-Pacific Management Review，8(1)
薛文盛 (2006)。影響網路購物知覺風險因素之探討。義守大學管理研究所碩士論文。
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二、英文部分
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（二）網頁
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