臺灣博碩士論文加值系統

We describe the Concept of the Market Maven and the possible theoretical mechanisms underlying the motivating effects of buying intention then examine the maven phenomenon from a novel perspective of three aspects, the efficiency of transmit information, the power of word of mouth and the offering of marketplace expertise. Moreover, explain about the perceived risk and credibility as mediators are related to consumer purchasing intentions.
The study was utilized a questionnaire measuring device to gather satisfied information from random respondent. The findings in the study allow us to conclude that expertise direction by mavens had the predominant effect on consumers’ perceived risk and credibility of online shopping. Information provision by e-market mavens also was a significant factor explaining the consumers’ intention to purchase. With respect to the world- of- mouth construct of the relationship between general consumer and market maven, there was not significant impact on consumer perceived risk or credibility context. WOM by maven is not an important determinant of consumers’ likelihood to purchase the product. The research findings clearly demonstrate the role of market influencer on consumers’ intention to purchase a product. Future research should investigate other theoretical constructs, the communication strategies developed, and the changing role of online market mavens.

CONTENTS
ABSTRACT………………………………………………………………………………i
ACKNOWLEDGEMENT………………………………………………………………. ii
CONTENTS………………………………………………………………………………………………………………….iii 　
LIST OF TABLES…………………………………………………………………....iv　
LIST OF FIGURES………………………………………………………………………v　
CHAPTER I INTRODUCTION………………………………………………………….1
CHAPTER II LITERATUREREVIEW…………………………………………..……....4
2.1. Concept of the Market Maven………...……………………………….…………..4
2.2. E-Mavens……………………………………………………………….………...7
2.3. E-shopping (sales of goods via the internet)……………………………………...10
2.4. Purchase intention…………………………………………………………….......13
CHAPTER ⅢHYPOTHESES DEVELOPMENT ………………………………….…..16
3.1. Market Maven-Market helper……………………….…………………………...16
3.1.1. Transmitting information…………………………..…………………...….. 16
3.1.2. Word -of -Mouth (WOM)…………………………………………………..16
3.1.3. Electronic word -of -mouth (e-WOM)……………………………………...17
3.1.4. Expertise possession………………………………………………………...18
3.2. Dimensions of Risk……………………………………………………………....19
3.2.1. Risk-relievers…………………………………………………………...….. 19
3.3. Dimensions of Credibility………………………………………………………..21
3.4. The relationship of perceived risk and Purchase intentions………………………..23
3.5. The relationship of source credibility and Purchase intentions………………….24
CHAPTER IV REARCH METHODOLOGY………………………..………………….25
4.1. Date Collection………………………………………………………………….25
4.2. Measure……………………………………………………………………...…..25
4.3 Sample……………………………………………………………………………….…….27
4.4. Method……………………………………………………………………………….…...29
4.5. Measurement Reliability of Scales…………………………………………….……...31
4.6. Measurement of Validity of scale…………………………………………………….32
4.7. Overall Fit Measurement…………………………………………………………..…..35
4.8. Structural Equation Model……………………………………………………....36
CHAPTER V DISCUSSION….………………………………..………………………..38
5.1. Summary of main results, Contributions………………………….…………….38
5.2. Implications for practice……………………………………….……….….……39
5.3. Limitations and suggestions for further research……………………….............40
REFERENCE………………………………………………………………….…………42
APPENDIX A……………………………………………………………………………51











































LIST OF TABLES
Table 1 Relevant Theories of Market Mavens……………………………………………8
Table 2 Characteristics of respondents………………………………….…….…………27
Table 3 Cronbach''s Alpha………………………………………………………………..31
Table 4 AVE and Correlation among Latent Constructs…...…………………..…….….33
Table 5 Loading Value, CR of the Model……………………………………………….34
Table 6 Goodness-of-Fit Indices of the Study……………………………….…………..35
Table 7 Standardized Regression Weight in the proposed model,
Hypotheses result………………………………………………………………...37
LIST OF FIGURES
Figure1. The Proposed Model………………………………………………………….15
Figure2. Structural Equation Model……………………………………………………36

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