臺灣博碩士論文加值系統

網路口碑被視為消費者搜尋產品資訊時的重要途徑；而網路科技的進步，使
得現今消費者得以利用文字與圖片等網路口碑溝通方式，在網路上與他人分享與
傳遞產品資訊以及相關的消費經驗。本研究利用實驗設計，研究視覺資訊在部落
格網路口碑文章中，對消費者的認知(訊息品質、可信性)、產品興趣與購買意圖
上的影響。
研究結果發現，消費者對部落格裡附有視覺資訊的網路口碑文章之訊息品
質、可信性、產品興趣及購買意圖，均比未附視覺資訊的口碑文章要來得高。此外，產品類型與視覺資訊之有無亦具有交互作用，附有視覺資訊的「搜尋品」網路口碑文章在產品興趣與購買意圖上的影響，均較「經驗品」網路口碑文章要來得高；不僅如此，除了「搜尋品」之外，視覺資訊對「經驗-享樂品」之產品興趣與購買意圖的影響，也要比「經驗-功能品」來得高。
本研究結果能提供企業經營者與網路行銷人員發展有效的網路口碑行銷，以俾能提高消費者對網路口碑的信賴，進一步能產生購買產品的興趣與意願。另一方面，雖然視覺資訊被證實有其影響效果，但不同的產品類型在視覺資訊的運用上，仍有不同程度的影響，因此，企業應針對不同產品類型使用不同的溝通工具，以期達到更有效的溝通效果。

Electronic word of mouth (eWOM) is a considerably influential factor for
consumers to search for product information. Nowadays, consumers can easily post
visual information (e.g. pictures or videos) to convey product information and
consumption-related experiences. Therefore, this study employs blogs to investigate the effects of visual information on consumers’ perception of eWOM message quality, credibility, product interest, and purchase intention.
Results show that subjects rated eWOM articles in blogs with visual information
significantly higher in four areas than identical articles without visual information.
Furthermore, there is an interaction effect between product category and visual
information on product interest and purchase intention. Compared with experience
products, when subjects read the eWOM information of search products with pictures (versus without pictures), they would generate greater product interest and purchase intention. In addition, the effect of visual information is stronger not only for search products (no matter utilitarian or hedonic products) but also for experience-hedonic products than for experience-utilitarian products.
The findings of this study provide useful knowledge for Internet marketers to
develop effective eWOM marketing and thus increase consumer trust in eWOM and
intention to purchase products. Although visual information is found to be important,
different product categories should take advantage of visual information in different
degrees.

中文摘要 III
ABSTRACT IV
誌謝 V
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討與假說發展 4
第一節 視覺資訊溝通 (VISUAL INFORMATION COMMUNICATION) 4
第二節 網路口碑 (EWOM) 與部落格 (BLOGS) 5
第三節 訊息品質 (MESSAGE QUALITY) 7
第四節 可信性 (CREDIBILITY) 8
第五節 產品類型 9
第三章 研究方法 12
第一節 研究架構 12
第二節 研究設計 12
（一） 產品選定 13
（二） 文章結構 13
第三節 變數操作性定義與衡量項目 15
（一） 訊息品質 15
（二） 可信性 15
（三） 產品興趣 15
（四） 購買意圖 15
第四節 問卷設計 16
（一） 訊息品質 16
（二） 可信性 16
（三） 產品興趣 16
（四） 購買意圖 17
第五節 資料分析方法 17
（一） 敘述性統計分析 (DESCRIPTIVE STATISTICS) 17
（二） 構念效度分析 (CONSTRUCT VALIDITY ANALYSIS) 17
（三） T 檢定 (T TEAT) 17
（四） 單因子/雙因子變異數分析 (ONE-WAY/TWO-WAY ANOVA) 17
第四章 資料分析結果 18
第一節 研究一 18
（一） 研究實施 18
（二） 受測者特性 18
（三） 研究結果 19
第二節 研究二 21
（一） 研究實施 21
（二） 受測者特性 21
（三） 研究結果 22
第五章 結論意涵與建議 25
第一節 管理意涵 25
第二節 理論意涵 26
第三節 研究限制 27
第四節 後續研究建議 28
參考資料 30
附錄一、實驗設計之虛擬網站照片 (附有圖片) 34
附錄二、實驗設計之虛擬網站照片 (未附圖片) 35
附錄三、問卷設計內容 36
作者簡介 37
授權書 38

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