臺灣博碩士論文加值系統

隨著網路科技的發展，網路上的消費者商品討論區日趨增加。現今的消費者傾於在購買一項不熟悉的產品前閱讀線上消費者的評論以幫助購買決策。網路口碑具有以下特性：可保存較長時間、沒有地理限制、匿名性。然而，網路的匿名特性導致了網路口碑的可性度上的疑慮。
本篇研究的目的是探討口碑來源可信度、消費者信任、涉入與購買意圖之間的關係。此研究採線上問卷調查，共有400位受訪者。此外，並使用了描述性統計、信度、效度分析、因素分析與迴歸分析來檢驗變項間之關係。
研究結果顯示，網路口碑之來源可信度對於購買意圖具顯著的正向關係。而消費者之信任傾向在來源可信度的可靠性與購買意圖關係間具有顯著的正向效果。此外，消費者之口碑涉入在來源可信度的可靠性與購買意圖關係間也有顯著的正向效果。

With the high development of internet technology, it appears more and more consumer product discussions in the internet. Consumers tend to read consumer’s review online before they buying an unfamiliar product for helping decision making. Word-of-mouse has the characteristics of lasting longer time, no geographic restriction, and anonymity. However, anonymity of Internet occurs the doubt of the credibility of word-of-mouse. The purpose of this study is to explore the relationships among source credibility of word-of-mouse, consumers’ trust, involvement and purchase intention. This research distributed questionnaire at online forums. Totally, 400 of participants were included. Descriptive statistics analysis, reliability, validity analysis, factor analysis, and regression analysis were employed to testify the relationships among the variables.
The results implies that source credibility of word-of-mouse has a significantly positive effect on purchase intention. Moreover, consumers’ trust has a significantly positive effect on the relationship between trustworthiness and purchase intention. Also, consumers’ involvement has a significantly positive effect on the relationship between trustworthiness and purchase intention.

TABLE OF CONTENTS
ABSTRACT i
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLE vii
LIST OF FIGURE ix
CHAPTER ONE INTRODUCTION 1
Background and Motivation 1
Research Questions 3
Purpose of Research 3
Research Procedure 4
CHAPTER TWO LITERATURE REVIEW 5
Hotel Industries in Taiwan 5
Word-of-Mouse 6
Word-of-Mouth 7
Differences Between Two WOMs 7
Source Credibility 10
Expertness 14
Trustworthiness 14
Attractiveness 14
Consumers’ Trust 15
Consumers’ Involvement 17
Purchase Intention 19
CHAPTER THREE METHODOLOGY 20
The Framework of the Study 20
Research Hypotheses 21
Operational Definitions 22
Questionnaire Design 24
Participants 30
Pilot Test 32
CHAPTER FOUR DATA ANALYSIS 33
Descriptive Analysis 35
Reliability and Validity 42
Reliability 42
Validity 43
Factor Analysis 45
Identifying the Principal Factors 46
Regression Analysis 53
Effects of Source Credibility on Purchase Intention 54
Effects of Source Credibility on Purchase Intention: Consumers’
Trust as Moderator 55
Effects of Source Credibility on Purchase Intention: Consumers’ Involvement as Moderator 57
CHAPTER FIVE CONCLUSION 59
Managerial Implications 63
Limitations and Future Research 64
REFERENCES 65
APPENDIX 72
Appendix A: Questionnaire 72

LIST OF TABLES
Table 1. Review of Source Credibility Literature 11
Table 2. Review of Source Credibility Literature 23
Table 3. Operationalizations of Variables 24
Table 4. Items of Expertness Questionnaire 24
Table 5. Items of Trustworthiness Questionnaire 25
Table 6. Items of Attractiveness Questionnaire 26
Table 7. Items of Consumers’ Trust Questionnaire 26
Table 8. Items of Consumers’ Involvement Questionnaire 27
Table 9. Items of Purchase Intention Questionnaire 28
Table 10. Items of Personal Information 29
Table 11. Reliability Analysis of Pilot test 31
Table 12. Sample Data 35
Table 13. Descriptive Analysis of Source Credibility 37
Table 14. Descriptive Analysis of Consumers’ Trust 38
Table 15. Descriptive Analysis of Consumers’Involvement 39
Table 16. Descriptive Analysis of Purchase Intention 40
Table 17. Reliability Analysis 41
Table 18. Construct Validity of Questionnaire 44
Table 19. KMO and Bartlett’s Test of Sphericity 46
Table 20. Factors Extracted for Four Dimensions 48
Table 21. Rotated Component Matrix of Source Credibility 50
Table 22. Component Matrix of Consumers’ Trust 51
Table 23. Component Matrix of Consumers’ Involvement 52
Table 24. Component Matrix of Purchase Intention 53
Table 25. Summary of Regression Analysis of Source Credibility 54
Table 26. Summary of Hierarchical Regression Analysis: Consumers’ Trust 56
Table 27. Summary of Hierarchical Regression Analysis: Consumers’ Involvement 58
Table 28. The Outcome of Hypotheses 60

LIST OF FIGURES
Figure 1. Research Procedure 4
Figure 2. Consumer Decision Process 19
Figure 3. Research Structure 21

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