臺灣博碩士論文加值系統

口碑行銷由於不受到業主廣告商等的影響，遂成為消費者在做採購決策時候的重要依據。在網路盛行的現今，過去面對面的口碑行銷方式已漸轉型成以網路為媒介傳遞的口碑行銷方式。網路口碑行銷(e-WOM)，可以一次快速地傳遞訊息給各地方的人，突破了過去只能由一人傳遞訊息給一人且受到距離的限制。因此，越來越多人注意到其行銷價值，並想找出其背後的動機因素。本研究以過去成熟運用於研究人類行為的兩大理論 — 社會認知理論以及社會資本理論 — 從人、環境兩個角度為出發點，觀察網路口碑行銷意圖的影響因素。
本研究以問卷法調查網路使用者傳遞訊息行為的意圖，並利用PLS法進行檢驗。研究結果發現一般人在傳遞訊息時，比起考慮訊息內容的正確性與否，更在意此訊息是否跟自己的生活有關，顯示訊息傳遞的行為是一項生活化的舉動 — 若該訊息與生活相關才會讓人們想分享給他人。此外，一般人傾向於傳遞訊息給和自己真正有相互往來的人。同時，傳遞訊息不是想要提高自己的地位或聲譽，其意圖大多是想表達對對方的關心及注意。最後，一般人也會對於他們是否能夠傳遞對方認為重要且有用的資訊感到重視。
另外，本研究更進一步將傳遞訊息行為的意圖分為娛樂性及有用性。其結果發現隨著意圖的不同，人們傳遞的對象及傳遞的態度亦有所不同。總而言之，訊息傳遞常是人們聯繫情感並且表達感情的管道，本研究具體提出傳遞訊息意圖之因素動機，以提供日後網路口碑行銷研究之應用。

With the common adoption of the Internet and Web in the recent years, the WOM has been changed to electronic WOM (e- WOM). E-WOM is the positive or negative statements made about a product, company, or media personality that are made widely available via the Internet. It has become an important source of information for the consumer to make decisions including purchase and more and more people have noticed the importance of its applications. The goal of this research is to investigate “message passing along behavior intention” (MPBI) by using Social Cognitive Theory and Social Capital Theory from the viewpoints of people and environment.
We use survey method to collect the data and use PLS to analyze it. And the results reveal that when people passing message along to others, they care about how close these messages are with them instead of how correct these messages are. It implies that MPBI has the nature of daily life, and therefore, people will be more willing to pass daily life messages. Besides, individuals tend to pass along messages to people who have substantial relationship with him/her. We also found people pass message along to people not for reputation but for expressing their affections to others. In addition, message passing Self-efficacy is also important to MPBI.
We also classified MPBI into two types — the one is hedonic and the other is utilitarian. The results indicate that people have different behavioral pattern when they deal with different kind of MPBI. In sum, MPBI is a channel for people to maintain the relationship with others and the findings of this study provides some suggestions for the e-WOM research.

CHAPTER1. INTRODUCTION 1
1.1. BACKGROUND 1
1.2. MOTIVATION 2
1.3. PURPOSE 3
CHAPTER2. THEORETICAL BACKGROUND 5
2.1. WORD OF MOUTH AND E-WOM 5
2.2. THE SOCIAL COGNITIVE THEORY 9
2.3. THE SOCIAL CAPITAL THEORY 11
CHAPTER3. THE RESEARCH MODEL AND HYPOTHESES 14
3.1. RESEARCH MODEL 14
3.2. RESEARCH HYPOTHESIS 15
3.2.1. Environment 15
3.2.2. Person 19
CHAPTER4. RESEARCH METHOD 22
4.1. SUBJECT 22
4.2. MEASUREMENT 22
4.3. PROCEDURE 26
4.4. DATA COLLECTION 26
CHAPTER5. DATA ANALYSIS 29
5.1. ASSESSMENT OF THE MEASUREMENT MODEL 29
5.2. ASSESSMENT OF THE STRUCTURAL MODEL 34
5.3. ALTERNATIVE MODEL 37
5.4. DEMOGRAPHIC VARIABLES 41
CHAPTER6. DISCUSSION AND IMPLICATION 46
6.1. RESULT 46
6.2. CONTRIBUTION 49
6.2.1. Theoretical implications 49
6.2.2. Practical implications 51
6.3. LIMITATION AND FUTURE STUDY 52
APPENDIX 53
REFERENCE 56

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