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研究生:林彥宏
研究生(外文):Yen-Hong Lin
論文名稱:網路口碑對消費者購買決策影響之探討
論文名稱(外文):The Influence of e-WOM on Consumer Purchase Decision
指導教授:蔡明宏蔡明宏引用關係李小梅李小梅引用關係
指導教授(外文):Tsai, Ming-HungLi, Shau-Mei
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系
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:2005
畢業學年度:93
語文別:中文
論文頁數:88
中文關鍵詞:知覺風險資訊搜尋聯繫強度口碑網路口碑
外文關鍵詞:Word-of-Mouthe-WOMinformation searchtie strengthperceived risk
相關次數:
  • 被引用被引用:100
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  • 收藏至我的研究室書目清單書目收藏:18
口碑資訊於消費者購買決策的制定上常佔有舉足輕重的影
響力,不僅常被視為是最重要的資訊來源,且較其他資訊
來源具有更強的說服力。然而,網際網路的出現與發展,
不僅顛覆了過去的傳統商業經營模式,也使得消費者搜尋
產品相關資訊的方法發生改變,且對於影響消費者購買決
策深遠的口碑溝通也提供一種全新的途徑。在傳統口碑文
獻中,一些變數如口碑資訊搜尋程度、訊息來源的相似性
、聯繫強度、知覺風險與產品的偏好異質性,對於口碑說
服效果的影響已被大多數的研究所證實,但在網際網路的
背景之下,其間關係仍有待進一步釐清與驗證。

因此,本研究以Bansal & Voyer(2000)所提出的傳統口
碑程序模型為基礎,將其延伸至網際網路的背景之下,探
討非人際關係力量(接收者的專業程度、接收者的知覺風
險、傳遞者的專業程度)、人際關係力量(傳遞者與接收
者間的聯繫強度、接收者的網路口碑搜尋程度),以及人
際關係力量與非人際關係力量間的互動效果,對網路口碑
接收者購買決策的影響。

本研究以網際網路使用者為研究對象,同時透過實體問卷
與網路問卷的方式進行,共回收235份問卷,而有效問卷
計有187 份。於模型驗證部份,本研究係以LISREL來分析
其路徑關係並進行模型配適度的檢驗,得到的實證結果如
下:

1.網路口碑搜尋程度對於網路口碑說服效果具有正向的影
響效果。
2.網路口碑傳遞者與接收者間的聯繫強度對於網路口碑說
服效果具有正向的影響,但對於網路口碑搜尋程度並無顯
著的影響。
3.傳遞者專業程度對於網路口碑說服效果存在顯著的正向
影響效果,且會透過網路口碑搜尋程度間接影響網路口碑
的說服效果。
4.接收者專業程度對於網路口碑搜尋程度、知覺風險與網
路口碑說服效果皆具有負向的影響,且會透過會透過網路
口碑搜尋程度間接影響網路口碑的說服效果。
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 口碑 4
第二節 網路口碑 15
第三節 資訊搜尋 20
第四節 知覺風險 25
第五節 專業程度與聯繫強度 31
第參章 研究方法 37
第一節 研究架構 37
第二節 研究假設 38
第三節 變數定義與衡量 42
第四節 研究設計 45
第五節 研究前測 47
第肆章 資料分析與結果 49
第一節 樣本結構分析 49
第二節 信度與效度分析 51
第三節 線性結構方程式 54
第伍章 結論與建議 66
第一節 研究結論 66
第二節 管理意涵 69
第三節 研究限制與未來建議 71
參考文獻 74
附錄一:研究問卷 85
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