臺灣博碩士論文加值系統

從網際網路發明到現在行動裝置普及、智慧科技運用，人們的溝通方式，開啟各種不同新興產業生態，透過網際網路的互相連結有利於互動交流，進一步達到互惠與交易達成的目的，就連行銷活動工具也產生了變化影響，行銷活動過程當中，網際網路的口碑對行銷成效，具有更強大的影響力。而儲存在消費者記憶裡或自己認知的信念，不論消費者知識的多寡，均會影響消費者的後續行為，像購買意願就是消費者選擇特定產品的購買行為，有學者認為購買意願可用來預測實際產生的行為，行銷人員一直都認為購買意願是可以最精確的預測購買行為之項目。
本研究結果發現，網路口碑與產品知識對購買意願之關係呈顯著的正相關，意指當網路口碑的訊息強度越強烈及產品知識的了解程度愈高，購買意願的程度相對也就愈高。

Since invention of the Internet and the popularization of mobile devices, the smart technology application, people's communication methods were changed, and start many of the emerging industry ecology. The interconnection through the Internet is conducive to interactive exchanges to further achieve the purpose of mutual benefits and transactions, and even marketing activities have also had a change in the marketing process, the process of marketing activities, the Internet's reputation for marketing ef-fectiveness, with more powerful Influence. Marketing activities have also had a change in the impact of tools, marketing activities in the process, the Internet's reputation for marketing effectiveness, have a more powerful influence. However, the beliefs stored in the consumer's memory or their own cognition, regardless of the amount of consumer knowledge, will influence the follow-up behavior of the consumers. For example, the purchase intention is the purchase behavior of the consumer to select a specific product. Some scholars think that the purchase intention can be used to predict The actual be-havior that marketers have always thought buying intentions is the most accurate fore-cast of buying behavior.
The results of this study showed that the relationship between internet word-of-mouth and product knowledge was significantly and positively related to the purchase intention, which implies that the stronger the message strength of internet word of mouth and the higher the degree of product knowledge understanding, the more the willingness to buy high.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝詞　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 4
　　第三節　　研究架構．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　購買意願．．．．．．．．．．．．．．． 6
　　第二節　　口碑．．．．．．．．．．．．．．．．． 14
　　第三節　　產品知識．．．．．．．．．．．．．．． 27
　　第四節　　公司簡介．．．．．．．．．．．．．．． 31
　　第五節　　研究假說．．．．．．．．．．．．．．． 34
第三章　　研究方法．．．．．．．．．．．．．．．．． 36
　　第一節　　研究對象與資料蒐集．．．．．．．．．． 37
　　第二節　　變數操作性定義與問卷設計．．．．．．． 37
　　第三節　　資料分析方法．．．．．．．．．．．．． 41
第四章　　資料分析．．．．．．．．．．．．．．．．． 43
　　第一節　　樣本結構．．．．．．．．．．．．．．． 43
　　第二節　　信度分析．．．．．．．．．．．．．．． 44
　　第三節　　相關分析．．．．．．．．．．．．．．． 48
　　第四節　　假說檢定．．．．．．．．．．．．．．． 49
第五章　　結論與建議．．．．．．．．．．．．．．．． 51
　　第一節　　研究結論．．．．．．．．．．．．．．． 51
　　第二節　　管理意涵．．．．．．．．．．．．．．． 51
　　第三節　　未來建議．．．．．．．．．．．．．．． 52
　　第四節　　研究限制．．．．．．．．．．．．．．． 53
參考文獻　．．．．．．．．．．．．．．．．．．．．． 55
附錄　　研究問卷．．．．．．．．．．．．．．．．．． 78

一、中文部分
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毛政仁(2010)，網路口碑與沉迷經驗對線上遊戲持續使用意圖之研究—以科技準備度為干擾變數，大同大學資訊經營學系研究所未出版之碩士論文。
呂明修(2010)，網路訊息內容與網路口碑評價對口碑傳遞行為與消費者購買意願之影響，靜宜大學企業管理學系未出版之碩士論文。
李佑剛(2008)，代言人可信度、代言商品與消費者購買意願之相關研究—以王建民為例，高雄師範大學體育學系未出版之碩士論文。
李啟誠，李羽喬(2010)，網路口碑對消費者購買決策之影響─ 以產品涉入及品牌形象為干擾變項，中華管理評論學報，13(1)，1-22。
李朝枝(2011)，產品知識與知覺風險對消費者購買意圖關連之研究-以智慧型手持裝置為例，致理技術學院企業管理系暨服務業經營管理研究所未出版之碩士論文。
林孟彥，莊銘洲(2005)，「抱怨－負面口碑－品牌轉換」之探索性研究，經濟管理論叢，第一屆管理與決策2005年學術研討會特刊，253-273。
林聖揮(2008)，體驗行銷對顧客滿意度、購買意願及產品銷售績效之影響，世新大學企業管理研究所未出版之碩士論文。
邱建智(2003)，負面口碑訊息對於消費者購買決策影響之探討，國立臺灣科技大學企業管理學系研究所未出版之碩士論文。
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梁世安，陳書林(2005)，網路負面口碑對消費者購買決策之影響，國立臺北大學企業管理學系未出版之碩士論文。
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陳茂南(2015)，由「連結」觀點，談共享經濟與中小企業的發展，臺灣經濟研究月刊，38(8)，74 - 79。
陳照森，白翊玄(2013)，代言人可信度對品牌知名度與品牌形象之影響—以女性內衣代言人為例，中國文化大學國際企業管理研究所未出版之碩士論文。
陳睿傑(2011)，影響消費者對母品牌與延伸產品之購買意願因素—以知覺風險與品牌承諾為干擾，國立高雄應用科技大學企業管理學系碩士班未出版之碩士論文。
陳麒仁(2014)，探討產品知識、知覺風險、信任對微型保險購買意願之影響—以台灣原住民族群為例。實踐大學企業管理學系未出版之碩士論文。
黃怡仁(2006)，網路口碑效應對消費者購買意願影響之探討，逢甲大學國際貿易研究所未出版之碩士論文。
劉益宏(2007)，網路口碑溝通之研究－文獻回顧，國立臺北科技大學工業工程與管理研究所之未出版碩士論文。
練乃華、留淑芳(2003)，口耳相傳訊息之傳播及對消費者購買行為之影響，中山管理評論，2，283-307。
蔡文碩(2004)，負面口碑對消費者購買決策之影響，大同大學事業經營研究所未出版之碩士論文。
蕭羽鈞(2013)，體驗行銷、品牌形象與消費者購買意願關係之研究，文化大學商學院國際企業管理學系未出版之碩士論文。
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