臺灣博碩士論文加值系統

網際網路的出現促使口碑的傳播不再侷限於面對面的溝通，電子口碑使消費者得以透過網路為傳播媒介接收或散佈產品相關意見與經驗。近年來社群網站的快速崛起以及與以往線上討論平台不同之特性，也促使電子口碑有了新的面向。過去電子口碑的相關研究主要以市場層面和個人層面之分析，較少同時探討電子口碑本身的內容和消費者對其規範行為所帶來的影響，因此本研究以訊息性因素和規範性因素兩個構面來探討，並且以資訊採用模式為基礎，提出一個電子口碑對於消費者購買意圖的研究模式。
本研究採用網路問卷調查法，研究對象為曾瀏覽過社群網站上產品評論的消費者，蒐集到467份有效問卷，並以結構方程模式來驗證研究模式內各變數間的影響關係。研究結果發現，訊息性因素構面之中的「論證質量」、「來源專業程度」與「訊息需求」對電子口碑訊息有用性有正向關聯；而「論證質量」、「來源專業程度」與「先前信念確認」對電子口碑認知可信度有正向關聯。規範性因素構面中的「推薦一致性」和「推薦等級」對電子口碑認知可信度也有正向關聯。此外也證實電子口碑訊息有用性及電子口碑認知可信度的確是影響電子口碑訊息採用之重要因素，也間接影響消費者的購買意圖。研究結果對學術理論與務實面都有良好的啟示。

The emergence of the Internet has led to the spread of Word-of-Mouth(WOM) no longer limited to face-to-face communication. Electronic Word-of-Mouth (eWOM) allows consumers to receive or disseminate product related opinions and experiences through the Internet. The rapid rise of social networking sites in recent years and the different features of the online discussion platforms have also led to a new orientation in eWOM. In the past, the related research on eWOM mainly focused on market-level and personal-level analysis, and less on the content of eWOM itself and the impact of consumers on its normative behavior. Therefore, this study explores two dimensions of informational determinants and normative determinants, and based on Information Adoption Model (IAM), proposes a research model of eWOM on consumers' purchase intention.
This research adopted the questionnaire survey, and the participants in this research were consumers who had reviewed the product reviews on the social networking site. We collected 467 samples and used structural equation model to validate the influence relationship among the variables in the research model. The result of study indicated: (1) argument quality, source expertise, needs of information and perceived eWOM information credibility have positive impact with eWOM information usefulness; (2) argument quality, source expertise, confirmation with prior belief, recommendation consistency and recommendation rating have positive impact with perceived eWOM information credibility; (3) eWOM information usefulness and perceived eWOM information credibility have positive impact with eWOM information adoption; (4) eWOM information adoption have positive impact with purchase intention. The results of study on the aspect of academia and the aspect of management practice both had good implications.

目錄 i
圖目錄 iv
表目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 4
1.2.1 研究目的 4
1.2.2 研究問題 4
1.3 研究流程 5
第二章 文獻探討 6
2.1 電子口碑 (Electronic Word-of-Mouth) 6
2.2 社群網站之電子口碑 (Electronic Word-of-Mouth of Social Networking Sites) 9
2.3 資訊採用模式 (Information Adoption Model, IAM) 10
2.4 雙重過程理論 (Dual-Process Theory) 12
2.5 訊息性因素 (Informational Determinants) 14
2.5.1 論證質量 (Argument Quality) 14
2.5.2 來源專業程度 (Source Expertise) 15
2.5.3 訊息需求 (Needs of Information) 16
2.5.4 先前信念確認 (Confirmation with Prior Belief) 16
2.6 規範性因素 (Normative Determinants) 17
2.6.1 推薦一致性 (Recommendation Consistency) 17
2.6.2 推薦等級 (Recommendation Rating) 17
2.7 電子口碑訊息有用性 (eWOM Information Usefulness) 18
2.8 電子口碑認知可信度 (Perceived eWOM Information Credibility) 18
2.9 電子口碑訊息採用 (eWOM Information Adoption) 19
2.10 購買意圖 (Purchase Intention) 20
第三章 研究方法 21
3.1 研究模式 21
3.2 研究假說推導與建立 24
3.2.1 論證質量對電子口碑訊息有用性及電子口碑認知可信度的關係 24
3.2.2 來源專業程度對電子口碑訊息有用性及電子口碑認知可信度的關係 24
3.2.3 訊息需求對電子口碑訊息有用性的關係 25
3.3.4 先前信念確認對電子口碑訊息可信度的關係 26
3.3.5 推薦一致性對電子口碑訊息可信度的關係 26
3.3.6 推薦等級對電子口碑訊息可信度的關係 27
3.3.7 電子口碑認知可信度對電子口碑訊息有用性的關係 27
3.3.8 電子口碑訊息有用性對電子口碑訊息之採用的關係 27
3.3.9 電子口碑認知可信度對電子口碑訊息採用的關係 28
3.3.10 電子口碑訊息採用對購買意圖的關係 28
3.3 研究變數之操作型定義 30
3.4 研究問卷設計 31
3.4.1 研究對象與調查方式 31
3.4.2 問卷衡量 31
第四章 資料分析 35
4.1 敘述性統計分析 35
4.1.1 問卷回收 35
4.1.2 樣本資料分析 36
4.2 信度與效度分析 38
4.2.1 信度分析 39
4.2.2 效度分析 40
4.3 研究假說檢定 42
第五章 結論與建議 45
5.1 研究結論 45
5.1.1 論證質量對電子口碑訊息有用性及電子口碑認知可信度的影響 45
5.1.2 來源專業程度對電子口碑訊息有用性及電子口碑認知可信度的影響 46
5.1.3 訊息需求對電子口碑訊息有用性的影響 46
5.1.4 先前信念確認對電子口碑認知可信度的影響 47
5.1.5 推薦一致性對電子口碑認知可信度的影響 47
5.1.6 推薦等級對電子口碑認知可信度的影響 47
5.1.7 電子口碑認知可信度對電子口碑訊息有用性的影響 48
5.1.8 電子口碑訊息有用性對電子口碑訊息採用的影響 48
5.1.9 電子口碑認知可信度對電子口碑訊息採用的影響 48
5.1.10 電子口碑訊息採用對購買意圖的影響 49
5.2 研究貢獻 49
5.2.1 學術貢獻 50
5.2.2 實務貢獻 51
5.3 研究限制 52
5.4 未來研究方向 53
參考文獻 55
英文文獻 55
網路文獻 63
附錄A 問卷 64
附錄B 因素結構矩陣與交叉負荷量表 69

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