臺灣博碩士論文加值系統

本研究旨在探討商品網頁使用第三方背書溝通訊息（第三方保證標章與典型消費者代言）對於品牌信任與行為意圖的影響，以及消費者自我信心對在此關係中的干擾作用，並探討在不同的品牌熟悉度下，背書效果是否有所差異。
研究採2（有第三方保證標章、無第三方保證標章）X2（有典型消費者代言、無典型消費者代言）雙因子實驗設計法，實驗商品為「施巴痘淨潔陎慕斯」，並以網路商品介紹進行問卷調查。結果發現在不同品牌熟悉度下，商品網頁上的第三方背書通訊息（第三方保證標章與典型消費者代言）對於品牌信任具有不同程度的影響。高品牌熟悉度下，當商品網頁上附有典型消費者代言與第三方保證標章的背書溝通訊息時，對品牌信任有正向顯著影響，而消費者自我信心並無任何干擾作用；而在低品牌熟悉度下，商品網頁上附有典型消費者代言時會使品牌信任度降低，但當考量消費者自我信心為干擾變數時，消費者自我信心越高時，則對品牌的信任度越加提升，他們傾向信任產品本身所提供的核心訊息，相信自己的判斷力，但對第三方背書訊息則採取比較保守的態度。因此，消費者自我信心在網頁商品介紹中具有重要的影響力。

This study investigates the effect of product introduction through internet pages using two types of endorsed messages (third party organization endorsement symbol and typical consumer endorsement) on brand trust and purchase intention.
Research subjects were randomly assigned to one of four treatments in 2(with TPO symbol, without TPO symbol) × 2(with typical consumer endorsement, without typical consumer endorsement) factorial design. In the design, the consumer self-confidence is conceptualized as a moderating variable, whereas brand familiarity is treated as control variable. The Sebamed Clear Face Active Cleansing Foam was employed as a testing object in the study. The whole experiment was conducted in an internet-based website.
The results indicate that in high brand familiarity, the endorsement messages by TPO endorsed message and typical consumer endorsement have positive impact on brand trust and consumer‘s self-confidence demonstrates no moderating effect on the above relationship. In low brand familiarity, the endorsement message by typical consumer endorsement has negative effect on brand trust. However, when consumers have high self-confidence, this endorsement messages positively affect brand trust. The result indicates that in comparison with high brand familiarity consumers, consumers with low brand familiarity and high self- confidence rely more on product core messages than on endorsement messages. In this study, consumer-self confidence is a critical factor that decides the effect of endorsement messages on brand trust.

中文摘要 --------------------------------------------------------------i
英文摘要 --------------------------------------------------------------ii
誌謝 ------------------------------------------------------------------iv
目錄 ------------------------------------------------------------------vi
表目錄 ----------------------------------------------------------------viii
圖目錄 ----------------------------------------------------------------x
第壹章 緒論 -----------------------------------------------------------1
第一節 研究背景與動機 -------------------------------------------------1
第二節 研究問題與目的 -------------------------------------------------5
第三節 研究流程 -------------------------------------------------------6
第貳章 文獻探討 -------------------------------------------------------8
第一節 網路商品的第三方訊息與品牌信任 ---------------------------------8
第二節 消費者自我信心干擾影響第三方保證標章與代言人對品牌信任之關係 ---26
第三節 品牌信任與行為意圖 ---------------------------------------------35
第參章 研究方法 -------------------------------------------------------40
第一節 研究架構 -------------------------------------------------------40
第二節 研究假說 -------------------------------------------------------41
第三節 研究變數操作型定義 ---------------------------------------------42
第四節 研究設計 -------------------------------------------------------50
第五節 資料分析方法 ---------------------------------------------------56
第肆章 資料分析 -------------------------------------------------------58
第一節 樣本描述 -------------------------------------------------------58
第二節 信度與效度分析 -------------------------------------------------60
第三節 假說檢定 -------------------------------------------------------67
第四節 假說驗證結果彙整 -----------------------------------------------80
第伍章 結論與建議 -----------------------------------------------------82
第一節 研究結論 -------------------------------------------------------82
第二節 理論與實務意涵 -------------------------------------------------89
第三節 研究限制與未來研究 ---------------------------------------------96
參考文獻 --------------------------------------------------------------98
附錄一 本研究實驗情境問卷 --------------------------------------------108
附錄二 四種實驗情境示意網頁-------------------------------------------112

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