臺灣博碩士論文加值系統

社群媒體已是影響現代消費者購物決策的重要關鍵之一，《數位時代》雜誌2013年「台灣網站100強」，以網站類別來看，社群類網站進榜30家，不僅數量最多，也創下新高紀錄。另根據創世紀2013年調查發現台灣網民每月平均在社群網站使用400分鐘以上(約6小時)，且使用社群網站的時間，占全體上網時間的31.69%，顯示網友有1/3時間都用在社群網站。而現今社群網站中又以Facebook最為活躍，甚或該網站當機沒辦法上線都會引起網民的焦慮，其儼然已成為網民生活必需品，運用它來進行人際溝通、資訊分享，在這樣的必然趨勢下進而造成訊息傳遞的爆炸，此時訊息溝通的可信度研究，也就成為網路行銷研究的重要課題。
因此本研究就以Facebook 作為對象，探討Facebook中非匿名性的網站社群成員對於口碑行銷的信任度及口碑行銷對社群成員購買傾向之影響。
在抽樣方面，本調查是以網路問卷方式進行資料收集，並在FB社群平台上進行非隨機問卷調查，各題項均為必答後方能送出，總計填答有效份數為261份，本研究並進一步使用敘述性統計、信效度分析及迴歸分析、干擾分析等研究分析方法進行驗證。
研究結果顯示：一、傳播者的專業程度愈高，其所傳送的口碑訊息對接收者的購買傾向影響愈大。二、接收者的專業程度越高，口碑訊息對接收者之購買決策影響越小。三、關係強度越高，口碑訊息對接收者之購買傾向影響越大。四、訊息的視覺與互動效果越生動及互動性越高，口碑訊息對接收者之購買傾向影響越大。五、訊息接收者的商品偏好對購買傾向有顯著的影響。六、訊息的可信度對接收者的購買傾向有顯著的影響。

Social media is one of the influencing key to make purchasing decisions for modern consumers."Top 100 websites of Taiwan" from the magazine of "Business Next"in 2013, there are 30 community websites on the list, not only the number is the most, also hit a new record.Also, according to the survey of "Create Century"in 2013, founded that people in Taiwan spend more than 400 minutes(around 6hours) monthly average on the community website. &; the using time on the community website accounts for 31.69% of the total Internet using time, shows that Internet users have 1/3 times on the community website. Nowadays, "Facebook" is the most active sites of the community website, when it crash even caught the anxiety of netizen, which has become a daily necessities to them. Netizen use FB to do the interpersonal communication and information sharing &; in this inevitable trend causes information explosion. Therefore, the research of the reliability of the information communication becomes an important issue of Internet marketing.
So the research on Facebook as the object, to investigate the Facebook
non anonymous web community member on word-of-mouth trust and word of mouth marketing forcommunity members purchase intention.In sampling, the survey data was collected by a questionnaire, And a random questionnaire survey in the FB community platform, all items are required beforesending, fill out the effective fraction of the total 261 samples, the study and the further use of descriptive statistics, reliability and validity analysis, analysis and interference analysisregression analysis method is verified.
The result show that, first of all, the more professional the communicator is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Second, the more professional the recipient is, the less influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Third, the more strength the relationship is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Forth, the more higher visual and interactive effects the message is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Fifth, recipient preference of commodity has a significant effect on purchase intention. Sixth, the credibility of online Word-Of-Mouth also influenced the recipient for purchasing tendency.

摘要 i
英文摘要ABSTRACT ii
誌 謝 iv
表目次 vii
圖目次 ix
第一章、緒論 1
第一節 研究動機與背景 1
第二節 研究目的 4
第三節 論文架構 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 非 匿名 7
2-1-1 非匿名的定義 7
2-1-2 網路非匿名的探討 7
第二節 社群網站 9
第三節 網路口碑 11
第四節 傳播者與接收者專業度 17
第五節 關係強度 21
2-5-1 關係強度的定義(relationship strength, RS) 21
2-5-2 關係強度的分類與衡量方式 22
2-5-3 關係強度對口碑傳播效應的干擾效果 23
第六節 訊息的視覺與互動效果 25
2-6-1 視覺提示 25
2-6-2 訊息互動性 26
2-6-3 訊息生動性 27
第七節 來源可信度 29
2-7-1 來源可信度的定義 29
2-7-2 來源可信度與購買傾向之關聯繫性 30
第八節 商品偏好 33
2-8-1 商品偏好的定義 33
2-8-2 商品偏好類型與購買決策之關聯性探討 33
第九節 購買傾向 36
第十節 各構面假設推導 38
第三章、研究方法 41
第一節 研究架構 42
第二節 研究假設 43
第三節 變數操作型定義與衡量 44
第四節 問卷設計 49
第五節 資料分析方法 50
3.5.1 敍述性統計分析 50
3.5.2 信度及效度 50
3.5.3 因素分析 51
3.5.4 迴歸分析 51
第四章、研究結果分析 52
第一節 敘述性統計分析 52
第二節 信效度分析 57
4-2-1 傳播者的專業程度信效度分析 57
4-2-2 接收者的專業程度信效度分析 58
4-2-3 關係強度信效度分析 60
4-2-4 視覺與互動效果信效度分析 61
4-2-5 信任度信效度分析 62
第三節 假設驗證結果 70
第五章 結論與建議 71
第一節 研究結論 71
第二節 研究限制 75
第三節 後續研究建議 76
參考文獻 77
附 錄：研究問卷 91

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