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研究生:吳雅靜
研究生(外文):Ya-Ching Wu
論文名稱:線上推薦來源對購買意願的影響
論文名稱(外文):The study of On-linely Recommend Sources Impact on the Purchasing Intention.
指導教授:耿慶瑞耿慶瑞引用關係
口試委員:江啟先廖森貴
口試日期:2007-07-09
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:103
中文關鍵詞:虛擬經驗口碑滿足與利用架構人格特質
外文關鍵詞:Virtual ExperienceWord of MouthUses and Gratifications TheoryPersonality
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在五花八門的網路世界裡,線上推薦來源對消費者會有什麼不同的效果,將推薦來源分成四種:虛擬經驗的產品推薦系統、專家推薦來源、其他消費者推薦來源以及產品推薦網站,將以上四種作為本研究的推薦來源,分別探討這四種推薦來源對消費者購買意願的影響。
先前文獻指出,不同的產品類型,消費者對資訊搜尋的來源也會有所不同,且產品類型會影響消費者個人化資訊來源的使用,以及影響他們的購買決定 (Bearden and Etzel, 1982; Childers and Rao, 1992; King and Balasubramanian, 1994),根據Satish and Robert (2007)的研究證實,在互動環境下,消費者所期望獲得的利益(U&G framework)與未來產品的參與是有正向關係的,因此,本研究加入產品類型、人格特質、使用與滿足架構作為干擾變數,並探討此三個變數是否在不同的推薦來源對購買意願之間產生交互作用。
結果顯示,不同的推薦來源對購買意願有顯著差異,且虛擬經驗的產品推薦系統的購買意願最高;產品類型對不同推薦來源與購買意願之間沒有顯著差異,但推薦經驗產品的購買意願最高;人格特質對不同推薦來源與購買意願之間有顯著差異;認知學習與社會整體對不同推薦來源與購買意願之間有顯著差異。
Recommend sources to divide into four kinds: The products of experience recommend systematic, expert''s recommendation sources, other consumer''s recommendation sources and products recommended websites, regard the above four kinds as the recommendation source of this research, the influence of probing into these four kinds of recommendation sources and buying the will to consumers separately. This research puts into the type of the products, personality speciality, Uses and Gratifications Theory as interfering parameters, whether probe into this three parameters to producing the reciprocation between the will of buying in different recommendation sources.
The result of the research revealed different recommendation sources have difference of showing to the will of buying, and fictitious products of experience recommend systematic purchase will most high. Recommend the source differently and purchase will, there is difference of showing between the wills in special confrontation of personality. The variable Cognition and Social Integral have significant effects on recommending the source toward purchase will.
中文摘要 i
英文摘要 ii
目錄 iii
表目錄 vi
圖目錄 viii
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 3
第二章 文獻探討 5
2.1 消費者經驗 5
2.1.1 直接經驗 5
2.1.2 間接經驗 6
2.1.3 虛擬經驗 6
2.1.4 虛擬經驗類型 8
2.2 口碑傳播 9
2.2.1 口碑(word of mouth , WOM)之定義 9
2.2.2 口碑在行銷上的運用 12
2.2.3 電子口碑(electronic word of mouth, e-WOM) 13
2.2.4 電子口碑的來源 15
2.2.5 電子口碑的相關研究 17
2.3 五大人格特質 22
2.3.1 五大人格特質的源由與意義 22
2.3.2 五大人格特質的因素構面 23
2.4 使用與滿足理論(Uses and Gratifications Theory) 25
2.4.1 使用與滿足理論的概述與發展 26
2.4.2 使用與滿足理論的假設與類型 27
2.4.3 使用與滿足理論的意義與價值 28
2.5 產品類型 29
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.2.1 推薦的效果 32
3.2.2 不同人格特質對推薦來源與購買意願的影響 32
3.2.3 產品類型對推薦來源與購買意願的影響 33
3.2.4 使用與滿足架構對推薦來源與購買意願的影響 33
3.3 研究變項之操作型定義與衡量 35
3.3.1 目的 35
3.3.2 產品選擇 35
3.3.3 樣本選擇 38
3.3.4 信度與效度 38
3.3.5 虛擬經驗的產品推薦系統設計 39
3.3.6 虛擬經驗操弄檢驗 41
3.3.7 專家、其他消費者推薦網站設計 42
3.3.8 專家、其他消費者推薦網站操弄檢驗 43
3.3.9 人格特質的衡量 43
3.3.10 使用與滿足架構之衡量 44
3.3.11 購買意願的衡量 45
3.3.12 實驗步驟 46
第四章 研究結果 48
4.1 樣本特性 48
4.2 信度、效度分析 50
4.3 操弄檢驗 51
4.3.1 虛擬經驗產品推薦系統的操弄檢驗 51
4.3.2 專家型網站與其他消費者型網站操弄檢驗 55
4.3.3 隨機性檢驗 56
4.4假說驗證 58
4.5小結 74
第五章 結論 76
5.1 研究結論 76
5.1.1 推薦的效果 76
5.1.2 不同人格特質對推薦來源與購買意願的影響 76
5.1.3 產品類型對推薦來源與購買意願的影響 77
5.1.4 使用與滿足架構對推薦來源與購買意願的影響 77
5.2 理論與實務的意涵 78
5.3研究限制與後續研究建議 79
參考文獻 80
中文文獻 80
英文文獻 82
附錄(一):產品選擇問卷 90
附錄(二):虛擬經驗系統畫面 92
附錄(三):虛擬經驗操弄檢驗問卷 98
附錄(四):專家、其他消費者推薦網站畫面 100
附錄(五):專家、其他消費者推薦之操弄檢驗問卷 101
附錄(六):實驗問卷 102
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