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研究生:魏秉慈
研究生(外文):Ping-Tse Wei
論文名稱:消費者品牌評價之決策模式研究---以華文入口網站為例
論文名稱(外文):Brand Evaluation and Its Antecedents of Chinese Internet Portal Sites
指導教授:陳建維陳建維引用關係
指導教授(外文):Chien-Wei Chen
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2001
畢業學年度:90
語文別:英文
論文頁數:74
中文關鍵詞:品牌評價品牌態度華文入口網站
外文關鍵詞:Brand EvaluationBrand AttitudesChinese Internet Portal Sites
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Abstract
This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan’s universities were recruited as the research subjects. The survey was presented in a questionnaire format.
The research results indicate that each type of motives has different effects on product knowledge and time spent on the Internet. Both general and self-training motives have positive influences on product knowledge. However, recreation motive has a negative impact on the product knowledge. For the time spent on the Internet, general and recreation motives have similar results. The stronger the general or recreation motive, the longer the time spent on the Internet. In contrast, the stronger the self-training motive, the less the time spent on the Internet. The tested model also shows that self-training motive has positive relationships with service quality and brand attitude. In addition, longer time spent will lead to increases in product knowledge and satisfaction level.
Moreover, the findings indicate that product knowledge has a positive impact on service quality. High product knowledge people have a better idea how to compare the products by using functional attributes. Since service quality is considered one of factors for evaluating satisfaction level, there is a linkage between service quality and satisfaction. The relationship between these two variables is positive because consumers must be able to perceive positive service quality first in order to have high satisfaction level. Moreover, The relationship between satisfaction and brand attitude is positive. Consumers build their brand attitude through observation and experience. Overall satisfaction is definitely one of influential factors on brand attitude. To obtain trust from customers is one of the hardest thing for firms. Customers must be able to perceive good service quality before long-term commitment. The final construct of the conceptual framework is brand attitude, which is contingent on trust and satisfaction.
Internet portal business in Taiwan may not be a new industry for many people. However, the recent collapses on the e-Commerce industry prove that people still have a lot to learn, especially the consumer behaviors of Internet users. The research concludes that brand evaluations from consumers are in a network of causal relationships with constructs such as motives, time spent, and product knowledge.

Abstract
This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan’s universities were recruited as the research subjects. The survey was presented in a questionnaire format.
The research results indicate that each type of motives has different effects on product knowledge and time spent on the Internet. Both general and self-training motives have positive influences on product knowledge. However, recreation motive has a negative impact on the product knowledge. For the time spent on the Internet, general and recreation motives have similar results. The stronger the general or recreation motive, the longer the time spent on the Internet. In contrast, the stronger the self-training motive, the less the time spent on the Internet. The tested model also shows that self-training motive has positive relationships with service quality and brand attitude. In addition, longer time spent will lead to increases in product knowledge and satisfaction level.
Moreover, the findings indicate that product knowledge has a positive impact on service quality. High product knowledge people have a better idea how to compare the products by using functional attributes. Since service quality is considered one of factors for evaluating satisfaction level, there is a linkage between service quality and satisfaction. The relationship between these two variables is positive because consumers must be able to perceive positive service quality first in order to have high satisfaction level. Moreover, The relationship between satisfaction and brand attitude is positive. Consumers build their brand attitude through observation and experience. Overall satisfaction is definitely one of influential factors on brand attitude. To obtain trust from customers is one of the hardest thing for firms. Customers must be able to perceive good service quality before long-term commitment. The final construct of the conceptual framework is brand attitude, which is contingent on trust and satisfaction.
Internet portal business in Taiwan may not be a new industry for many people. However, the recent collapses on the e-Commerce industry prove that people still have a lot to learn, especially the consumer behaviors of Internet users. The research concludes that brand evaluations from consumers are in a network of causal relationships with constructs such as motives, time spent, and product knowledge.

Table of Contents
List of Tables Iv
List of Figures V
Abstract VI
Chapter IINTRODUCTION 1
1.1Research Background 1
1.2Research Objectives 2
1.3Internet Content Industry 3
1.4Key Players 5
1.5Organization of the Thesis 7
Chapter II LITERATURE REVIEW 9
2.1Motive 9
2.1.1Cause of motives 9
2.1.2Motive-related factors 10
2.2Product Knowledge 12
2.2.1Types of knowledge 12
2.2.2Impacts of product knowledge14
2.3Perceived Service Quality 16
2.4Customer Overall Satisfaction17
2.5Trust 19
2.5.1Formations of trust 19
2.6Brand Attitude 21
2.6.1Measurement of attitudes 23
2.6.2 Formations or changes of
brand attitude 24
2.7Conceptual Framework 27
Chapter IIIRESEARCH HYPOTHESES29
3.1Motives of Accessing to the Internet29
3.2Motives and Time Spent 30
3.3Product Knowledge and Its Antecedents31
3.4 Perceived Service Quality and its
Antecedents 32
3.5 Customer Satisfaction and Its
Antecedents 34
3.6Trust and Its Antecedents 35
3.7Brand Attitude and Its Antecedents36
Chapter IVRESEARCH DESIGN 37
4.1Questionnaire Survey 37
4.2Sampling 38
4.3Questionnaire Design 39
4.4Measures of the Research 40
4.4.1Motives 40
4.4.2Product Knowledge 40
4.4.3 Service quality and overall
satisfaction 42
4.4.4Trust 42
4.4.5Brand attitude 42
a) Importance of product attributes42
b) Evaluation of product attributes
on each portal site 42
4.4.6Basic personal information 43
Chapter VRESEARCH RESULTS 44
5.1Sample Characteristics 44
5.2Procedure of Data Analysis 46
5.3Descriptive Findings 47
5.4Confirmatory Factor Analyses
— Motives of Using Portals 51
5.5Hypothesis Testing 52
5.6Discussion 54
5.6.1Motives and time spent 54
5.6.2Product knowledge and
its antecedents 54
5.6.3Perceived Service Quality and
its antecedents 55
5.6.4Customer satisfaction and
its antecedents 55
5.6.5Trust and its antecedents 56
5.6.6Brand attitude and its antecedents56
Chapter VICONCLUSION AND RECOMMENDATION57
6.1Summary and Key Research Findings57
6.2Theoretical Implications 59
6.3Managerial Implications 60
6.4Limitations of the Current Research62
6.5Directions for Future Research63
6.6Conclusion 64
Bibliography 65
AppendixSurvey Questionnaire 75
List of Tables
Table 5.1Faculty distribution 45
Table 5.2Grade distribution 45
Table 5.3Distribution of average hours spent
on the Internet each week
in percentage 47
Table 5.4Comparisons of awareness 47
Table 5.5Comparisons of motives 48
Table 5.6Comparisons of perceived service
quality among six portals 48
Table 5.7Comparisons of satisfaction
among six portals 49
Table 5.8 Important levels of
product attributes 49
Table 5.9Comparisons of brand attitude
among six portals 50
Table 5.10Comparisons of trust
among six portals 50
Table 5.11Factors of different groups
on motives 51
Table 5.12Results of the final model 52
List of Figures
Figure 1.1The flow of Internet content
industry 3
Figure 1.2ICP categories 4
Figure 2.1Conceptual Framework 28
Figure 5.1Age Distribution 44

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