臺灣博碩士論文加值系統

本研究探討網路口碑的來源、消費者知識、線上消費者評論，對於消費者進行購買與推薦的決策影響。首先利用思考可能性模型檢視網路口碑的來源(社交網絡、虛擬社群)對於消費者的決策影響，再以認知適合理論，驗證消費者的知識高低與何種訊息類型契合。最終將三項因素混合設計，以2(網路口碑來源)x 2(專家知識)x 2(訊息類型)進行實驗。結果顯示，網路口碑的來源對於消費者確實有影響，對於商品並無顯著動機的消費族群，在社交網絡中顯著受到ELM模式的外圍路線影響，其購買意圖與推薦意圖皆高於虛擬社群的成員。並且在社交網絡中，對於新手消費者提供利益訊息，將有顯著的購買意圖與推薦意圖；在虛擬社群中，對於專家消費者提供屬性訊息，將有顯著的購買意圖與推薦意圖。本研究提供未來學術的引用與研究發展，並提供企業或網路零售商對於網路口碑的管理。

This study investigates the effect of electronic word-of-mouth (e-WOM), consumer knowledge, online consumer reviews on consumer’s purchase and recommendation decision-making. Using the elaboration likelihood model ELM), we examine source of e-WOM(social network, virtual community) affect consumer’s decision-making. Using the cognitive fit theory, we try which type of reviews fits consumers with a high (low) level of expertise. We also investigate that the effects of the source of e-WOM, level of expertise and type of reviews. The hypotheses were tested using a 2 (source of e-WOM) x 2 (levels of expertise) x 2 (number of reviews) mixed design.
The results show that consumers with a low motivation have the effect of ELM (source of e-WOM) on purchase intention is stronger for social network than for virtual community, and in social network that cognitive fit (benefit-centric reviews) on purchase intention is stronger for novices than for experts, in virtual community that cognitive fit (attribute-centric reviews) on purchase intention is stronger for experts than for novices. This study delivers future research and online sellers to refer.

論文審定書 i
中文摘要 ii
Abstract iii
圖目錄 iv
表目錄 vi
第一章 緒論 7
第二章 文獻探討 13
第一節 口碑來源差異性 13
第二節 思考可能性模式 18
第三節 消費者的專家知識與訊息類型 21
第三章 研究設計 24
第一節 研究對象與實驗設計 24
第二節 實驗產品 24
第三節 實驗流程 24
第四章 研究結果 26
第五章、結論與建議 32
第一節、研究發現與結論 32
第二節、研究成果與貢獻 32
第三節、研究限制 33
第四節、研究方向建議 34
參考文獻 35
附錄 40

[1]Alba, J. W. and Hutchinson, J. W. (1987). “Dimensions of Consumer Expertise,” Journal of Consumer Research, Vol. 13, No. 4, pp. 411-454.
[2]Andrews, J. C., et al. (1990). "A framework for conceptualizing and measuring the involvement construct in advertising research." Journal of Advertising, Vol. 19, No. 4, pp. 27-40.
[3]Arndt, J. (1967). “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, Vol. 4, No. 3, pp. 291-295.
[4]Armstrong, A. G. and Hagel, J. (1996). “The real value of online communities,” Harvard Business Review, May.-Jun, pp. 134-141.
[5]Bickart B. and Schinkler, R. M. (2001). “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing, Vol. 15, No. 3, pp. 31-40.
[6]Beamish, A. (1995). Communities on-line: community-based computer networks, Massachusetts Institute of Technology.
[7]Bourdieu, P. and L. J. Wacquant (1992). An invitation to reflexive sociology, University of Chicago Press.
[8]Boyd, D.M. and Ellison, N.B. (2008). “Social network sites: definition, history, and scholarship,” Journal of Computer-Mediated Communication, Vol. 13, No. 1, pp. 210–230.
[9]Cacioppo, John T. and Richard E. Petty, "Sex Differences in Influ-enceability: Toward Specifying the Underlying Processes," Personality and Social Psychology Bulletini, 6 (December), 651-656.
[10]Conover, J. N. (1982). “Familiarity and the Structure of Product Knowledge,” in Advances in Consumer Research, Vol. 9, ed. Andrew A. Mitchell, Ann Arbor, MI: Association for Consumer Research, pp. 494-498.
[11]Coleman, J. S. (1988). “Social capital in the creation of human capital,” The American Journal of Sociology, Vol. 94, pp. 95-120.
[12]Ellison, N., Steinfield, C., and Lampe, C. (2007). “The Benefits of Facebook Friends: Social Capital and College Students’ Use of Online Social Network Sites,” Journal of Computer-Mediated Communication , Vol. 12, pp. 1143–1168.
[13]Ellison, N., Heino, R., and Gibbs, J. (2006). “Managing impressions online: Self-presentation processes in the online dating environment,” Journal of Computer-Mediated Communication, Vol. 11, No. 2.
[14]DeBono, K. G. and J. B. McDermott (1994). "Trait anxiety and persuasion: Individual differences in information processing strategies." Journal of research in personality, Vol. 28, No. 3, pp. 395-407.
[15]Gelb, B. D., and Sundaram, S. (2002). “Adapting to word of mouse,” Business Horizons, Vol. 45, No. 4, pp. 21-25.
[16]Goldsmith, R.E. and Horowitz, D. (2006). “Measuring Motivations for Online Opinion Seeking,” Journal of Interactive Advertising, Vol. 6, No. 2, pp. 1-16.
[17]Hanson, W. A. and Kalyanam, K. (2000). Principles of Internet Marketing, South-Western College Press.
[18]Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004). “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
[19]Herr, P. M., F. R. Kardes, &; J. Kim., (1991).“Effects of word-of-mouth and
product-attribute information on persuasion: An accessibility-diagnosticity perspective,”Journal of Consumer Research, Vol. 17, No. 4, pp. 454-462.
[20]Jaworski, B. J. and D. J. MacInnis (1989). "Marketing jobs and management controls: toward a framework." Journal of Marketing Research, pp. 406-419.
[21]Langer, E., Blank, A., &; Chanowitz, B. (1978). The mindlessness of ostensibly thoughtful action. Journal of Personality and Social Psychology, Vol. 36, pp. 635-642.
[22]Lenhart, A., Purcell, K., Smith, A. and Zickuhr, K. (2010). “Social media and mobile internet use among teens and young adults.” available at:
http://www.pewinternet.org/~/media//Files/Reports/2010/PIP_Social_Media_and_Young_Adults_Report.pdf (accessed 3 March 2010).
[23]Licklider, J.C.R. and Taylor, R.W. (1968). “The Computer as a Communication Device,” available at:
http://gatekeeper.dec.com/pub/DEC/SRC/research-reports/abstracts/src-rr-061.htm.
[24]Mole, C., Mulcahy, M., O''Donnell, K. and Gupta, A. (1999). “Making real sense of virtual communities,” PricewaterhouseCoopers Report.
[25]Moore, G.A. (1999). “Crossing the Chasm: Marketing and Selling High Tech Products to Mainstream Customers,” Harper Collins Publishers, New York.
[26]Nielsen
http://www.nielsen.com/us/en/newswire/2013/digital-influence-how-the-internet-affects-new-product-purchase-decisions.html
[27]Park, D.H., Kim, S., and Han, J. (2007). “The Effects of Consumer Knowledge on Message Processing of Electronic Word of Mouth Via Online Consumer Reviews,” Electronic Commerce Research and Applications, Vol. 7, pp. 399-410.
[28]Petty, R. E., Cacioppo, J. T. &; Goldman. (1981).“Personal involvement as a determinant of argument-based persuasion,”Journal of Personality and Social Psychology, Vol. 41, pp.847-855.
[29]Petty, R. E. and Cacioppo, J. T. (1986).“Communication and Persuasion: Central and Peripheral Routes to Persuasion,” Springer-Verlag, New York.
[30]Putnam, Robert. 1995b. "Tuning In, Tuning Out: The Strange Disappearance of Social Capital in America." PS: Political Science &; Politics, Vol. 27, No. 4, pp. 664-683.
[31]Rheingold, Howard. (2000). Virtual Community: Homesteading on the Electronic Frontier, Addison-Wesley Press, MA.
[32]Shore, C. (1994). “Community in William Outhwaite and Tom Bottomore,” TheBlackwell Dictionary of 21th Century Social Thought, Massachusett, Basil Blackwell.
[33]Simmel, G. (1971). “On individuality and social forms: Selected writings,” University of Chicago Press, Chicago. pp. 143-149.
[34]Sundaram, D.S., Mitra, K. and Webster, C. (1998). “Word-of-mouth communications: a motivational analysis,” Advances in Consumer, Vol. 25, pp. 527–531.
[35]Tam, K. Y &; Ho, S. Y. (2005) . “Web Personalization as a Persuasion Strategy:An Elaboration Likelihood Model Perspective,” Information Systems Research, Vol. 16, No. 3, pp. 271–291
[36]Thelwall, M. (2008). “Social networks, gender, and friending: an analysis of MySpace member profiles,” Journal of the American Society for Information Science and Technology, Vol. 59, No. 8, pp. 1321–1330.
[37]Thomas Erickson (2008). “Social Interaction on the Net: Virtual Community as Participatory,” available at:
Genre,http://www.pliant.org/personal/Tom_Erickson/VC_as_Genre.html.
[38]Valenzuela, S., Park, N. and Kee, K.F. (2009). “Is there social capital in a social network site? Facebook use and college students’ life satisfaction, trust, and participation,” Journal of Computer-Mediated Communication, Vol. 14, No. 4, pp. 875–901.
[39]Vessey, I. (1991). “Cognitive Fit: Theory-Based Analyses of the Graphs Versus Tables Literature,” Decision Sci., Vol. 22, No. 1, pp. 219–241.
[40]Vessey, I. (1994). “The Effect of Information Presentation on Decision Making: A Cost-Benefit Analysis,” Information &; Management, Vol. 27, pp. 103–117.
[41]Vessey, I., and D. Galletta, (1991). “Cognitive Fit: An Empirical Study of Information Acquisition,” Information Systems Res., Vol. 2, No. 1, pp. 63–84.
[42]Walker, B., Richard C., and Jerry O. (1987). “Exploring the Structural Characteristics of Consumers” Knowledge,” Advances in Consumer Research, Vol. 14, pp. 17- 21.