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研究生:曾毓羚
研究生(外文):Yu-ling Tseng
論文名稱:線上口碑、線上口碑行為對滿意度與忠誠度影響之研究
論文名稱(外文):The effects of Online Word of Mouth, the behavior in Online Word of Mouth on Satisfaction,and Loyalty
指導教授:楊濱燦楊濱燦引用關係
指導教授(外文):Bin-Tsann, Yang
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:118
中文關鍵詞:線上口碑線上意見領袖線上意見尋求線上傳遞線上交談滿意度忠誠度
外文關鍵詞:Online Word of MouthOnline Opinion LeadershipOnline Opinion SeekingOnline ForwardingOnline ChattingSatisfactionloyalty
相關次數:
  • 被引用被引用:4
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線上口碑溝通越來越受到現今市場的行銷管理者所重視,近年來越來越多的消費者普遍使用聊天室、討論區、留言版、個人電子信箱以及消費者評論等網路平台尋求建議,顯示出線上口碑在消費市場中的重要性。有鑑於此,線上口碑成為銷售產品與服務的主要行銷工具。
本研究以BBS使用者為研究對象,並同時透過實體問卷與網路問卷的方式進行發放,剃除無效問卷後,有效問卷共307份,有效回收率89.77%。於模型驗證部分,本研究係將所得之資料以敘述性統計分析、Cronbach’α信度分析、相關分析及路徑分析,所得之實證結果如下:
研究結果發現線上意見領袖分別正向影響線上傳遞與線上交談;而線上意見尋求則僅正向影響線上傳遞;線上口碑行為分別正向影響滿意度;滿意度則正向影響忠誠度。
Electronic word of mouth (eWOM) communication is getting serious attention from marketing managers in the marketing. Consumers are becoming more comfortable with providing and receiving information online and doing so more frequently. In re-cent years it has become more common to see consumers seeking advice on chatrooms, discussion forums, instant messaging, personal E-mail and posted reviews, reflecting the importance of eWOM in the marketing. As a result, eWOM is becoming a major marketing tool for many goods and services in the marketing.
The research data is collected by questionnaires and on-line questionnaires, which completed by customers who had experience using bulletin board system (BBS). After deducting the invalid questionnaires, 307completed questionnaires were returned, total response rate is 89.77%. The data analysis adapted descriptive statistics, reliability analysis, correlation analysis and path analysis to verify the hypotheses that were pre-sented in this study.
The results illustrated that online opinion leadership is positively related to online forwarding and online chatting. And on the other hand the sense, online opinion seek-ing is positively related to online forwarding. Online Word of Mouth behavior is posi-tively related to satisfaction. Satisfaction is positively related to loyalty.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 6
  第三節  研究架構與假設............ 8
第二章  文獻探討................. 12
  第一節  線上口碑............... 12
  第二節  滿意度與忠誠度............ 29
  第三節  線上口碑行為............. 45
第三章  研究方法................. 48
  第一節  研究變數之操作性定義與測量工具 ... 48
  第二節  研究樣本與資料蒐集.......... 56
  第三節  資料分析方法............. 60
第四章  資料分析結果............... 64
  第一節  樣本描述............... 64
  第二節  信度與效度分析............ 67
  第三節  研究變數相關分析........... 69
  第四節  路徑分析............... 71
第五章  結論與建議................ 81
  第一節  研究結論............... 81
  第二節  建議................. 86
參考文獻 ..................... 90
一、中文部分.................... 90
二、英文部分.................... 93
附錄  問卷.................... 115

表目錄
表 1- 1 最具影響力的前十名傳播媒體排行......... 3
表 1- 2 美國線上購物者購買商品前瀏覽其他顧客評論頻率調查表 4
表 1- 3 美國線上購物者購買商品前瀏覽其他網友評論篇數調查表 5
表 2- 1 口碑理論演進彙整表............... 13
表 2- 2 口碑定義匯整表................. 17
表 2- 3 線上口碑沿革彙整表............... 19
表 2- 4 線上口碑定義彙整表............... 21
表 2- 5 意見領袖之定義................. 23
表 2- 6 線上口碑的傳播形式............... 28
表 2- 7 滿意度之定義彙整表............... 31
表 2- 8 滿意度多重項目衡量構面彙整表.......... 34
表 2- 9 忠誠度定義與衡量構面彙整表........... 37
表 2-10 忠誠度衡量構面彙整表.............. 41
表 2-11 滿意度與忠誠度之正向關係表........... 43
表 2-12 滿意度與忠誠度之負向關係表........... 44
表 2-13 口碑相關文獻探討之彙整............. 46
表 2-14 滿意度與忠誠度文獻探討之彙整.......... 47
表 3- 1 線上意見領袖量表................ 49
表 3- 2 線上意見尋求量表................ 50
表 3- 3 線上傳遞量表.................. 52
表 3- 4 線上交談量表.................. 52
表 3- 5 滿意度量表................... 54
表 3- 6 忠誠度量表................... 55
表 3- 7 各網路平台與線上口碑之合適性比較表....... 59
表 3- 8 信度標準範圍表................. 61
表 4- 1 樣本之描述................... 65
表 4- 2 問卷信度檢驗表................. 67
表 4- 3 變數之Pearson相關係數表............ 69
表 4- 4 線上口碑與線上傳遞之階層迴歸分析........ 72
表 4- 5 線上口碑與線上交談之階層迴歸分析........ 73
表 4- 6 線上口碑行為與滿意度之階層迴歸分析....... 75
表 4- 7 滿意度與忠誠度之階層迴歸分析.......... 76
表 4- 8 路徑分析結果.................. 78
表 5- 1 本研究假說檢驗結果整理............. 81

圖目錄
圖 1-1 2009年3月全球上網人口總人數.......... 2
圖 1-2 我國近年經常上網人口成長情況圖......... 3
圖 1-3 研究架構圖................... 9
圖 3-1 每小時上站人次統計............... 57
圖 4-1 線上口碑與線上口碑行為對滿意度.忠誠度中介關係路徑分析79
圖 5-1 研究結果架構圖.................. 82
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