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研究生:黃憶婷
論文名稱:商業化網路口碑判別準則之探索性研究
論文名稱(外文):Criteria for Commercial Internet Word-of-Mouth: An Exploratory Study
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Lin, Meng Yen
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
中文關鍵詞:商業化口碑質化研究專家法可信度
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商業化網路口碑是指透過網路口碑,讓使用者認為是單純的經驗分享而達到增加商業價值的目的。隨著網路科技的發展,商業化網路口碑在實務上應用已有日益普及的趨勢,但在研究上此議題仍屬較新的領域,相關的研究較為欠缺,因此本研究使用深入訪談;藉由深度訪談16位網路使用者與4位專家,來瞭解目前商業化網路口碑之現況,試圖歸納出商業化網路口碑的構面以及判別準則,最後並發展出3個命題。本研究藉由質化研究的結果設計高商業化網路口碑以及低商業化網路口碑各一則,並針對商業化程度以及可信度進行驗證。
As the IT technology advanced, the internet consumer review has been used widely as an advertisement tool by many businesses to achieve the goal of good product images and value. However, not enough researches have done on this new field. Therefore, this research attempts use qualitative interview methods to get a more complete picture of the advertisement-purposed internet consumer review and to set up guidelines to differentiate a true consumer review from a fake one. 16 internet users and 4 IT professionals were interviewed in this research. Through the outcome of this qualitative research, a high and a low advertisement-purposed internet consumer review were designed. Both consumer reviews will be check by its credibility and advertisement level.
目錄
第壹章 緒論 1
第一節 研究動機 1
第二節 研究重要性 2
第三節 研究範圍 2
第四節 研究目的 3
第五節 研究流程 4
第貳章 文獻回顧 5
第一節 非商業口碑文獻 5
第二節 網路口碑 8
第參章 研究方法與設計 9
第一節 探索性研究 9
第二節 研究設計 10
第肆章 實證分析 13
第一節 商業化網路口碑準則 13
第二節 商業化網路口碑構面 19
第三節 設計操弄問卷 23
第四節 統計分析 25
第伍章 結論與建議 31
第一節 研究結論 31
第二節 管理意涵 33
第三節 研究限制 34
第四節 未來研究方向 35
參考文獻 37
附錄一 訪談大綱 41
附錄二 訪談者篩選題項 42
附錄三 複選封閉式問卷 43
附錄四 商業訊息正式問卷 44
附錄五 非商業訊息正式問卷 46
圖目錄
圖1-1 研究流程文獻探討 4
表目錄
表2-1 非商業口碑文獻整理 6
表2-2 大眾傳播、實體口碑、網路口碑相異處 8
表4-1 受訪者資料 13
表4-2 專家資料 19
表4-3 構面、準則百分比 22
表4-4 高商業化網路訊息設計 24
表4-5 低商業化網路訊息設計 24
表4-6 驗證商業化程度 25
表4-7 驗證信任程度 26
表4-8 商業化程度與信任程度相關分析 26
表4-9 商業性評量問項檢定結果 27
表4-10 商業性評量問項檢定結果 27
表4-11 誤差變異量Levene檢定等式 28
表4-12 商業化變數之描述性統計 28
表4-13 信任變數之描述性統計 29
表4-14 構面變異數分析 29
表4-15 商業化網路口碑三構面之事後分析 29
表4-16 商業化網路口碑三構面之描述性統計 30
表5-1 區分商業化網路口碑之概念與準則 31
參考文獻
國內文獻
1. 費翠,民國九十年,「網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究」,國立政治大學廣告研究所碩士論文。
2. 諶芝侖,「亞馬遜讀者身分意外曝光」,中國時報3月22日E1版,民國九十三年。
3. Lisa的美體世界,網址http://www.lisaezgo.com.tw/Forum.asp?mclsid=5
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