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研究生:黃怡仁
研究生(外文):Yi-ren Huang
論文名稱:網路口碑效應對消費者購買意願影響之探討
論文名稱(外文):A Study on the Effects of Electronic Word-of-Mouth on Consumer Purchase Intention
指導教授:李元恕李元恕引用關係
指導教授(外文):Yuan-shuh Lii
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際貿易所
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:2007
畢業學年度:95
語文別:英文
論文頁數:93
中文關鍵詞:關係強度心理賦權同質性網路口碑購買意圖知覺價值動機
外文關鍵詞:perceived valueseWOMtie strengthpsychological empowermenthomophilymotivationpurchase intention
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本研究探討網路口碑質與量之前置因素 (同質性、關係強度、心理賦權和動機) 及其對消費者行為之影響 (知覺價值及購買意圖) 。以網路討論區為主要研究對象,分析結果顯示:在前置因素部份,動機對網路口碑之質有顯著的影響。 網路口碑質與量會影響消費者的實用性認知價值及享樂性認知價值。而網路口碑的「質」會影響社會認知價值及知識認知價值,享樂性認知價值及知識認知價值皆會影響消費者之購買意願。根據研究結果,本論文亦提供在實運作上之考量及未來研究方向。
This study investigates which perceived values can help realize consumer purchase intention in view of electronic word-of-mouth (eWOM) exchange. In addition, homophily, tie strength, psychological empowerment and motivation are also examined as antecedents of eWOM exchange. eWOM exchange is measured in two forms, both qualitative and quantitative. Survey results from online communities suggest that eWOM exchange quality and quantity impact perceived utilitarian value and perceived hedonic value; while only eWOM exchange quality impacts perceived social value and perceived epistemic value. Interestingly, only perceived hedonic value and perceived epistemic value influence consumer purchase intention. Of the proposed antecedents, only motivation had a significant effect on eWOM exchange quality. Implications for managers and future research directions are discussed.
Table of Contents
Acknowledgements………………………………………………………………..…i
Chinese Abstract………………………………………………………………….....ii
Abstract……………………………………………………………………………...iii
List of Tables……………………………………………………………….………..v
List of Figures...................................................................v
Chapter 1 Introduction......................................1
1.1 Research Background.................................1
1.2 Research Motives....................................1
1.3 Research Objectives.................................2
Chapter 2 Literature Review and Hypotheses..................4
2.1 Electronic Word-of-Mouth............................4
2.2 Antecedents of Electronic Word-of-Mouth Exchange........7
2.2.1 Homophily.........................................7
2.2.2 Tie Strength..................................8
2.2.3 Psychological Empowerment....................11
2.2.4 Motivation...................................12
2.3 Outcomes of Electronic Word-of-Mouth Exchange......13
2.3.1 Electronic Word-of-Mouth Exchange and Perceived Values...........13
2.3.2 Perceived Values and Purchase Intention......15
2.4 Summary of Hypotheses..............................18
Chapter 3 Research Methodology.............................21
3.1 Experimental Design................................21
3.2 Electronic Word-of-Mouth Stimuli...................21
3.3 Samples............................................22
3.4 Measurement of Variables...........................23
3.4.1 Homophily....................................23
3.4.2 Tie Strength.................................23
3.4.3 Psychological Empowerment....................24
3.4.4 Motivation...................................26
3.4.5 Electronic Word-of-Mouth Exchange Quality....27
3.4.6 Electronic Word-of-Mouth Exchange Volume.....28
3.4.7 Perceived Utilitarian Value..................28
3.4.8 Perceived Hedonic Value......................29
3.4.9 Perceived Social Value.......................30
3.4.10 Perceived Epistemic Value...................31
3.4.11 Purchase Intention..........................31

Chapter 4 Data Analysis and Results........................33
4.1 Data Description....................................33
4.2 Test of Reliability.................................34
4.3 Measurement Validity................................35
4.4 Testing of the Hypothesized Model...................40
Chapter 5 Discussion and Conclusion........................46
5.1 Discussion..........................................46
5.2 Theoretical and Managerial Implications.............48
5.3 Limitations and Future Research.....................49

References.................................................51
Bibliography...............................................59
Appendices.................................................60
Appendix A: Online Questionnaire for Indonesia..........61
Appendix B: Online Questionnaire for Malaysia...........70
Appendix C: Online Questionnaire for the Philippines....78
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