臺灣博碩士論文加值系統

儘管線上論壇在消費者間已廣為流行，對企業而言，是否該引進此系統至組織中迄今仍無確切的答案。本篇論文將探討影響消費者對線上網路評論的信任與行為意圖之因素。研究者首先整理過去關於信任與行為意圖的文獻，接著提供一出理論的架構，探討影響消費者對線上電影評論的信任與選擇電影的行為意圖的因素。本研究採用問卷方式搜集資料，針對國立台灣科技大學的學生進行問卷發放，最後共取得305份有效的樣本。並使用線性迴歸與卡方檢定模型衡量本研究中所提及的變數效果。
本研究的貢獻在於發現某些因子直接影響了電影消費者對於電影評價網站的信任以及選擇電影的行為意圖。這樣的發現對於電影商在試圖使用網站方式當作促銷工具時，是相當有幫助的。

Despite the widespread popularity of online opinion forums among consumers, the business value that such systems bring to organizations has, so far, remained an unanswered question. This thesis explores factors related to online movie comments’ trust and watching movie intention. The researcher starts with the summaries of previous literatures and reviews the antecedents of research in trust and behavioral intention. In this study, the researcher intends to provide a theoretical framework of factors related to online movie comment trust and watching movie intention. A questionnaire was the data-collection method for the research. The data was collected from 305 participants. The participants were mostly students from National Taiwan University of Science and Technology. A quantitative research approach was adopted, and linear regression and Chi-square methods were used to process and examine the effect of the variables mentioned in the research.
In terms of relative contributions, the researcher found some variables directly influence a moviegoer’s trust towards online movie comments and watching movie intention. Such findings are useful for movie entrepreneurs when they set up a website as one of their promotion tools.

CHAPTER 1 INTRODUCTION 1
1.1 MOTIVE OF THE RESEARCH 1
1.2 OBJECTIVE OF THE RESEARCH 2
1.3 HYPOTHESIS OF THE RESEARCH 4
1.4 APPROACH OF THE RESEARCH 4
1.5 PROCEDURE OF THE RESEARCH 4
CHAPTER 2 LITERATURE REVIEW 7
2.1 INTRODUCTION TO THE MOVIE INDUSTRY 7
2.2 ONLINE MOVIE REVIEW/COMMENTS 8
2.3 TRUST CONCEPTUALIZATION IN MARKETING 13
2.4 BEHAVIORAL INTENTION 15
2.5 ANTECEDENTS OF CONSUMER TRUST 16
CHAPTER 3 RESEARCH DESIGN 24
3.1 RESEARCH FRAMEWORK 24
3.2 MEASUREMENT VARIABLE 25
3.3 QUESTIONNAIRE DESIGNING AND PRE-TESTING PROCEDURE 27
3.4 STRUCTURE OF QUESTIONNAIRE 27
3.5 SAMPLING PROCEDURE 28
3.6 VALIDITY & RELIABILITY 28
3.7 THE DESCRIPTION OF THE DATA 29
CHAPTER 4 DATA ANALYSIS 31
4.1 SAMPLE STRUCTURE 31
4.2 RELIABILITY AND VALIDITY ANALYSIS 33
4.3. CORRELATION VARIABLE ANALYSIS 34
4.4 HYPOTHESIS ANALYSIS 37
4.5 MAIN EFFECT ANALYSIS 38
CHAPTER 5 CONCLUSION 42
5.1 CONCLUSION 42
5.2. RESULTS OF THE HYPOTHESIS TESTING 45
5.3 MANAGERIAL IMPLICATION FOR THE MOVIE INDUSTRY 46
5.4 CONTRIBUTION OF THE RESEARCH 50
5.5 LIMITATIONS 52
5.6 SUGGESTIONS FOR FUTURE RESEARCH 53
REFERENCE: 55
APPENDIX 68

Reference:
1.Anderson, Erin and Barton Weitz (1989), “Determinants of Continuity in Conventional Industrial Channel Dyads,” Marketing Science, Vol. 8, No. 4, pp. 310-323.
2.Bagozzi, Richard and Yi Youjae (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, Vol. 16, pp. 74-79.
3.Baldinger, Allan L. and Joel Rubinson (1996), “Brand Loyalty: The Link between Attitude and Behavior,” Journal of Advertising Research, Vol. 36. No. 6, pp. 22-34.
4.Baron, Reuben M. and David A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182.
5.Bart, Yakov, Benkatesh Shankar, Fareena Sultan, and Glen L. Urban (2005), “Are the Drivers and Role of Online Trust the Same for All Websites and Consumers? A large-Scale Exploratory Empirical Study,” American Marketing Association, Journal of Marketing, Vol. 69, October, pp.133-152.
6.Beatty, Sharon E. and Scott M. Smith (1987), “External Search Effort: an Investigation Across Several Product Categories,” Journal of Consumer research, Vol. 14, No. 1, pp. 83-95.
7.Bergeron, Jasmin, Line Ricard, and Jean Perrien (2003), “Relationship Marketing: The role of Client Knowledge, Service Quality and Expertise,” Institute Canadian Bankers and the Social Sciences and Humanities Research Council of Canada.
8.Bhattacherjee A. (2002), “Individual Trust in Online Firms: Scale Development and Initial Test,” Journal of Management Information Systems, Vol. 19, No. 1, pp. 211-241.
9.Bidault, F. and Jarillo, C. J. (1997), “Trust in Economic Transactions in Trust: Firm and Society,” Working Paper, University of Genova, Switzerland, Macmillan Press.
10.Bigley, Gregory A. and Jone L. Pearce (1998), “Straining for Shared Meaning in Organizational Science: Problems of Trust and Distrust,” Academy of Management Review, Vol. 23, No. 3, pp. 405-421.
11.Chau, P. and Tam, K. (2000), “Impact of Information Presentation Modes on Online Shopping, an Empirical Evaluation of a Broadband Interactive Shopping Service,” Journal of Organizational Computing and Electronic Commerce, Vol. 10, No. 1, pp. 1-22.
12.Chaudhuri, Arjun and Morris B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, No. 2, pp. 81-93.
13.Cheskin Research (1999), http://www.studioarchetype.com/cheskin/.
14.Chi, M., R. Glaser and M. J. Farr (1988), “The Nature of Expertise,” Hillsdale, New Jersey: Erlbaum.
15.Churchill, Gilbert A. Jr. (1999), “Marketing Research: Methodological Foundations,” 7th ed, Orlando, FL: The Dryden Press.
16.Cooper-Martin, Elizabeth (1991), “Consumers and Movies: Some Findings on Experiental Products,” Advances in Consumer Research, Vol. 18, pp. 372-378.
17.Cooper-Martin, Elizabeth (1992), “Consumers and Movies: Information success for Experimental Products,” Advances in consumer research, Vol. 19, pp. 756-760.
18.Cronbach, L.J. (1951), “Test Reliability: Its Meaning and Determination,” Psychometrika, Vol. 16, pp. 297-334.
19.Crosby, L.A., K. R. Evans and D. Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, Vol. 54, July, pp. 68-81.
20.Culnan, Mary J. and Pamela K. Armstrong (1999), “Information Privacy Concerns, Procedural Fairness and Impersonal Trust: An Empirical Investigation,” Organization Science, Vol. 10, No. 1, pp. 104-115.
21.Dabholkar, Pratibha. “Technology in Service Delivery: Implication for Self-Service and Service Support,” in Handbook of Services Marketing and Management, Eds Teresa A. Swartz and Dawn Iacobucci. Thousand Oaks, CA, Sage, pp. 103-110.
22.D'Astous, Alain and Nadia Touil (1999), “Consumer Evaluation of Movies on the Basis of Critics' Judgments”, Journal Psychology & Marketing, Vol. 16, No. 8, December, pp. 677-694.
23.Davis, F.D. (1989), “Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology,” MIS Quarterly, Vol. 13, No. 3, September, pp. 319-340.
24.Dellarocas, Chrysanthos, Neveen Farag Awad and Xiaoquan Zhang (2004), “Exploring the Value of Online Reviews to Organizations: Implication for Revenue Forecasting and Planning,” MIT Sloan School of Management.
25.Deutsch, M. (1968), “Cooperation and trust: some theoretical notes,” In Nebraska Symposium on Motivation.
26.De Vany, Arthur and David Walls (1999), “Uncertainty in the Movie Industry: Does Star Power Reduce the Terror of the Box office?” Journal of Cultural Economics, Vol. 23, pp. 285-318.
27.Doney, Patricia M. and Joseph P. Canon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol. 61, April, pp. 35-51.
28.Eliashberg, Jehoshua and Steven M. Shugan (1997), “Film Critics: Influencers or Predictors?” Journal of Marketing, Vol. 61, April, pp. 68-78.
29.Endeshaw, Assafa and Lai Lai Tung (2000), “Emerging Patterns of Teleworking in Singapore,” Human System Management, Vol. 19, No. 3, pp. 161-167.
30.Faber, S. (1984), “Effect on Media Advertising and Other Sources on Movie Selection,” Journal Quarterly, Vol. 61, pp. 317-377.
31.Farber, S. (1976), “The Power of Critics,” The American Scholar, Vol. 45, pp. 419-423.
32.Fishbein M. and Ajzen I. (1975), “Believe, Attitude, Intention and Behavior: An Introduction to Theory and Research,” Reading: Addison-Wesley.
33.Fishbein, M. and Ajzen.I. (1980), “Understanding the Attitudes and Predicting Social Behavior,” Englewood Cliffs, New Jersey: Prentice-Hall Inc.
34.Fiske S.T. and Taylor S.E. (1991), “Social Recognition,” New York: Mc Graw-Hill, pp. 32-41.
35.Fombrum C. and Riel C.V. (1997), “The Reputational landscape,” Corporate Reputation Review, Vol. 1, pp. 5-14.
36.Friedman, H. and Friedman L. (1979), “Endorser Effectiveness by Product Type,” Journal of Advertising Research, Vol. 19, pp. 63-71.
37.Ganesan, S. (1994), “Determinants of Long-term Orientation in Buyer-Seller Relationships,” Journal of Marketing, Vol. 58, No. 1, pp. 1-19.
38.Gefen, David (2000), “E-Commerce: The Role of Familiarity and Trust,” The International Journal of Management Science, Vol. 28, pp. 725-737.
39.Gefen, David (2002), “Customer Loyalty in E-commerce,” Journal Association Information System, Vol. 3, pp. 27-51.
40.Gefen, David “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, Vol. 27, No. 1, pp. 51-99.
41.Geyskens, Inge, Jan Benedict E.M Steenkamp and Nirmalya Kumar (1998), “Generalizations about Trust in Marketing Channel Relationships Using Meta-analysis,” International Journal of Research in Marketing, Vol. 15, pp. 223-248.
42.Gordon W. Allport (1935), “Attitudes,” Handbook of Social Psychology, Clark University Press, Worcester, Mass.
43.Grazioli, S. and Jarvenpaa, S. (2000), “Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers,” IEEE Transactions on Systems, Man and Cybernetics-Part A: Systems and Humans, Vol. 30, No. 4, pp. 395-410.
44.Gurviez, Patricia and Michael Korchia (2000), “Multidimensional Brand Trust Scale,” 32nd EMAC Conference-Glasgow.
45.Gurviez, Patricia and Michael Korchia (2002), “Proposition D'une Echelle de Mesure Multidimensionelle de la Confiance Dans la Marque,” Recherche et applications en marketing, Vol. 17, No. 3, pp. 41-61.
46.Harmon, A. (2004), “Amazon Glitch Unmasks War of Reviewers,” The New York Times, New York.
47.Hassanein, Khaled and Milena M. Head. “Building Online Trust through Socially Rich Web Interfaces,” De Groote School of Business at Mc Master University, Hamilton, Ontario, Canada.
48.Hawes, J.M., K.E. Mast and J.E. Swan (1989), “Trust Earning Perceptions of Sellers and Buyers,” Journal of Personal Selling and Sales Management, Vol. 9, No. 1, pp. 1-8.
49.Hennig-Thurau, Thorsten, Mark B. Houston, and Gianfranco J. Walsh (2003), “Determinants of Motion Picture Box Office and Profitability: An Interrelationship Approach,” Working paper, University of Weimar Bauhausstr.
50.Heijden, van der H. (2001), “Factors Influencing the Usage of Websites: The Case of a Generic Portal in the Netherlands,” in Proceedings of 34th Hawaiian International Conference on System Sciences (HICSS), Hawaii.
51.Hodges, M. (1997), “Building a Bond of Trust,” Technology Review, Vol. 100, No. 6, pp.26-27.
52.Holbrook, Morris B. and Hirschman, Elizabeth C. (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, Vol. 9, September, pp. 132-140.
53.Kerlinger, Fred N. (1974), “Foundations of Behavioral Research,” 3rd ed, Orlando, FL: Holt, March, pp. 99-119.
54.Jarvenpaa, Srikka L., Noam Tractinsky and Michael Vitale (2000), “Consumer Trust in an Internet Store,” Information of Technology Management, Vol. 1, No. 12, pp. 45-71.
55.Jarvenpaa, Srikka L., K. Knoll and Dorothy Leidner E. (1998), “Is Anybody Out There? Antecedents of Trust in Global Virtual Team,” Journal of Management Information Systems, Vol. 14, No. 4, pp. 29-64.
56.Johnson, Deborah G. (1997), “Ethics Online: Shaping Social Behavior Online Takes More Than New Laws and Modified Edicts,” Communications of the ACM, Vol. 40, No. 1, pp. 60-65.
57.Keen, P.G.W. (1997), “Are You Ready for ‘Trust’,” Economy, Computer World, Vol. 31, No. 16, pp. 80.
58.Litman, Barry R. and Ahn, H. (1998), “Predicting Financial Success of Motion Pictures,” in Barry R. Litman, (ed.), Motion Picture Mega-Industry, Allyn & Bacon, Needham Heights, MA.
59.Luhmann, N. (1979), “Trust and Power,” John Wiley and Sons, London, UK.
60.Mayer, R. C., James H. Davis, and F. David Schoorman (1995), “An Integrative Model of Organizational,” Academy of Management Review, Vol. 20, No. 3, pp. 708-734.
61.McGaughey, R.E. and Mason, K.H. (1998), “The Internet as a Marketing Tool” Journal of Marketing Theory and Practice, Vol. 6, No. 3, pp.1-11.
62.MCKnight, D. Harrison and N. L. Chervany (2002), “What Trust Means in E-commerce Customer Relationships: An interdisciplinary Conceptual Typology Internet,” Journal Electronic Commerce, Vol. 6, No. 2, pp. 35-53.
63.McKnight, D. Harrison, Viviek Choudhury and Charles Kacmar (2002a), “Developing and Validating Trust Measures for E-Commerce: An Integrative Typology,” Information Systems Research, Vol. 13, No. 3, pp. 334-359.
64.McKnight, D. Harrison, Viviek Choudhury and Charles Kacmar (2002b), “The Impact of Initial Consumer Trust on Intentions to Transact with a Web site: A Trust Building Model,” Journal of Strategic Information Systems, Vol. 11, pp. 297-323.
65.Moorman, C., Rohit Deshpande, and Gerald Zaltman (1993), “Factor Affecting Trust in Market Research Relationships,” Journal of Marketing, Vol. 57, pp. 81-101.
66.Morgan, R. and Hunt S. (1994), “The Commitment-Trust theory of Relationship Marketing,” Journal of Marketing, Vol. 58, pp. 20-38.
67.Munoz, L. (2003), “High-Tech Word of Mouth Maims Movies in a Flash,” Los Angeles Times.
68.Needham, Paul (1998), “Developing Trust and Credibility,” TICG Newsletter.
69.Palmer, Jonathan, Joseph P. Bailey and Samer Faraj (2000), “The Role of Intermediaries in the Development of Trust on the www: The Use and Prominence of Trusted Third Parties and Privacy Statements,” Journal of Computer Mediated Communication, Vol. 5, No. 3, March.
70.Pincus, Steven and L.K. Waters (1977), “Information Social Influence and Product Quality Judgments,” Journal of Applied Psychology, Vol. 62, No. 5, October, pp. 615-619.
71.Ratnasingham, P. (1998), “The Importance of Trust in Electronic Commerce,” Information research: Electronic networking applications and Policy, Vol. 8, No. 4, pp. 313-321.
72.Ravid, S. Abraham (1999) “Information, Blockbusters, and Stars: A Study of the Film Industry,” Journal of Business, Vol. 72, No. 4, pp. 463-492.
73.Reinstein, David A. and Christopher M. Snyder (2000), “The Influence of Expert Reviews on Consumer Demand for Experience Goods: A case Study of Movie Critics,” Working paper, George Washington University.
74.Sawhney, Mohanbir S. and Eliashberg, Jehoshua (1996), “A Parsimonious Model of Forecasting Gross Box-Office Revenues of Motion Pictures,” Journal of Marketing Science, Vol. 15, No. 2, pp. 113-131.
75.Singh, J., and Sirdeshmukh, D. (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150-167.
76.Sirdeshmukh, D., Singh, J., and Sabol, B. (2002), “Consumer Trust, Value and Loyalty in Relational Exchanges,” Journal of Marketing, Vol. 66, pp. 15-37.
77.Smith, Jeffrey K. (1997), “The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships,” Journal of Marketing, Vol. 61, pp. 3-21.
78.Still, R., Barnes, and Kooyman (1984), “Word of mouth Communication in Low-Risk Product Decisions,” International Journal of Advertising, Vol. 3, No. 4, pp. 335-346.
79.Tam, Christine, “An Integrated Online Customer Loyalty Model,” Hongkong Polytechnic University.
80.Tweney, Dylan (1998), “Lack of Trust Hurts Consumer Commerce for Online Retaliers,” Info World Online, May 18.
81.Venkatesh, V. (2000), “Determinants of Perceived Ease of Use: Integration Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model,” Information System Research, Vol. 11, No. 4, pp. 342-365.
82.Warrington, T., N. Abgrab and N. Coldwell (2000), “Building Trust to Develop Competitive Advantage in E-Business Relationships,” Competitiveness review, Vol. 10, No. 2, pp. 160-168.
83.Wetsch, L.R. (1999), “Modeling the Determinants of Trust in Online Purchase Decisions,” Masters Thesis: Queens University.
84.White, E. (1999), “Chatting a Singer Up the Pop Charts,” The Wall Street Journal, October.
85.Xu, Tan, Hui K. and W. Tang (2003), “Consumer Trust and Online Information Privacy,” In The Proceedings of International Conference on Information Systems, December, Seattle WA, United States, pp. 14-17.
86.Yoon, S. J. (2002), “The Antecedents and Consequences of Trust in Online Purchase Decision,” Journal of Interactive Marketing, Vol. 12, No. 2, pp. 47-63.
87.Yunjie, Xu, Kim Hee-woong and Padmal Vitharana (2004), “Building Initial Online Trust: a Social Learning Theory Perspective and Application on Brick-and-Click Companies,” National University of Singapore and Syracuse University USA, April 15.
88.Zinkhan, George M. and Richard T. Watson (1998), “Electronic Commerce: A Marriage of Management Information Systems and Marketing,” Market-Focused Management, Vol. 3, No. 1, pp. 5-22.
89.Zufryden, Fred (2000), “New Film Website Promotion and Box-Office Performance,” Journal of Advertising Research, Vol. 40, No. 12, pp. 55-64.