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研究生:江仲文
研究生(外文):Chung-Wen Chiang
論文名稱:以產品分類準則探討線上討論區的資訊搜尋和言論發表行為
論文名稱(外文):An Empirical Study of Searching Information and Posting Messages on Online Forums: The Standard of Product Classification
指導教授:蔡瑤昇蔡瑤昇引用關係
指導教授(外文):Yau-Sheng Tsai
口試委員:廖森貴林孟彥
口試日期:2007-03-26
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:工業工程與管理研究所
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:70
中文關鍵詞:資訊搜尋行為網路口碑產品類別線上討論區
外文關鍵詞:search informationonline word-of-mouthproduct classificationonline forums
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隨著網路的興起,網路口碑逐漸替代了傳統的實體口碑,消費者可透過眾多資訊交流的平台(舉凡BBS、網路討論區…等),快速地搜尋、瀏覽相關的產品訊息,同時亦可發表任何產品和服務的使用經驗,或詢問其他消費者對於某產品或服務的評價。
過去已有諸多研究證實,在實體世界裡,不同的產品類別不僅會影響消費者的資訊搜尋行為,也會引起不同程度的口碑行為,故本研究試圖以不同的分類準則,來探究人們參與線上產品討論區的資訊搜尋和言論發表行為。
研究方法採現況調查法和問卷法進行研究,結果顯示某些產品比較會吸引人們在線上產品討論區進行資訊搜尋和言論發表,包含產品品質較不容易衡量的產品、產品涉入較高的產品、知覺風險較高的產品、產品價格較高的產品。
本研究將有助於產品廠商或服務的提供者,知曉消費者喜愛在網路上討論哪些產品,並且提醒這些「比較廣被消費者搜尋與討論」的產品所屬廠商,需要特別地留意消費者在網路上討論的訊息,因為他們這類的產品經常是網路上消費者所搜尋與討論的標的物。
With emergence of the Internet, word of mouth from the Internet instead of physical, the customers can search quickly something they want and browse related news by the Internet communication platform, like BBS, forums…etc. By the same method, they can publish any experience they had for products and service or ask the others about evaluation for them.
In past, many studies have been show that the different class on products not only changes customers’ habit for searching information but also makes dramatically somewhat word of mouth. Therefore, this study will probe what behavior of searching information and posting messages on online forums by the standard of product classification.
I took investigation of present situation and survey to do my research. The result will show that some products can attract people’s attention on online forums, such as not easily measure the quality of products, highly involved in products, highly perceived risk of products, higher price of products.
This study will give a hand with manufacturers and providers of products and service. Let them know what products on online forums are favorite for general customers. And, it can be reminder for some manufacturers whose commodities are popular and acceptable for customers tending to search and discuss. They can pay attention on message left by those customers on online forums because this message will be target for being search and discuss of online forums by customers.
目 錄

摘 要 I
目 錄 V
表目錄 VII
圖目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
1.3 研究流程 2
第二章 文獻探討 4
2.1 資訊搜尋行為 4
2.2 網路口碑 6
2.3 產品類別 8
第三章 研究方法 20
3.1 研究架構 20
3.2 研究假設 21
3.3 變數定義與衡量 22
3.4 前測問卷 24
3.5 研究對象 26
3.6 研究設計與程序 26
3.7 測量方法 28
3.8 資料分析方法 31
第四章 研究結果 33
4.1 線上討論版之現況調查結果 33
4.2 問卷法之驗證假設結果 34
第五章 結論與建議 51
5.1 研究結論 51
5.2 研究貢獻 54
5.3 研究限制 55
5.4 未來研究方向 56
參考文獻 58
附錄A 前測問卷 65
附錄B 正式問卷 66



表目錄

表2-1 產品分類理論匯整 10
表3-1 各變數的概念型定義 22
表3-2 各變數的衡量問項 23
表3-3 前測分析結果(ANOVA) 25
表3-4 前測分析結果(Bonferroni) 26
表4-1 PTT討論版之現況調查統計 33
表4-2 卡方檢定 34
表4-3 人口統計變數之次數分配表 35
表4-4 上網行為之次數分配表 37
表4-5 信度分析 38
表4-6 各類產品討論區受歡迎的程度之分析結果(ANOVA) 40
表4-7 各類產品討論區受歡迎的程度之分析結果(Bonferroni) 41
表4-8 上網行為之差異比較檢定(一) 42
表4-9 參與線上產品討論區之行為比較檢定(二) 43
表4-10 產品類別分類檢定之分析結果(ANOVA) 44
表4-11 產品類別分類檢定之分析結果(Bonferroni) 45
表4-12 四因子多變量變異數分析 46
表4-13 假設驗證彙整表 50



圖目錄

圖1-1 研究流程圖 3
圖3-1 研究架構圖 20
中文文獻
[1]汪志堅,產品知識、搜尋價值對網際網路資訊搜尋量影響之研究,博士論文,國立中興大學企業管理學系研究所,台中,1999。
[2]創市際市場研究顧問股份有限公司,「2003年聊天室/論壇類型網站研究分析」,http://www.find.org.tw/0105/cooperate/cooperate_disp.asp?id=97。
[3]創市際市場研究顧問股份有限公司,「2004網路生活型態大調查」,http://www.insightxplorer.com/lifestyle/lifestyle_10_04.html。
[4]創市際市場研究顧問股份有限公司,「2005年度手機大調查」,http://www.insightxplorer.com/news/news_02_21_05.html。
[5]創市際市場研究顧問股份有限公司,「2005年跨媒體使用行為調查」,http://www.insightxplorer.com/specialtopic/crossmedia_200510_1.html。
[6]資策會,「2006年全球上網人口及網際網路普及率」,http://www.find.org.tw/find/home.aspx?page=news&id=4280。
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