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研究生:林政緯
研究生(外文):Cheng-Wei Lin
論文名稱:網路論壇與廠商關係、訊息呈現方式、以及購買決策涉入對消費者態度之影響
論文名稱(外文):The Effects of The Relationship between Web Forums and Firms, Message Sidedness, and Purchase Involvement on Consumers' Attitude
指導教授:黃麗霞黃麗霞引用關係
指導教授(外文):Li-shia Huang
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:91
中文關鍵詞:涉入訊息呈現方式/訊息面網站廠商關聯程度態度購買意願
外文關鍵詞:involvementmessage sidednessfirm-web connectionattitudepurchase intention
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網路論壇已經成為消費者獲取3C商品資訊的一項重要來源,消費者會將3C商品使用之經驗心得發表於網路上的意見平台中,其他消費者也可藉此閱讀相關訊息以做為參考。因此,網路論壇的訊息散佈對廠商產生極大的影響。然而,因為網路論壇的普及以及匿名的特性,廠商在此平台中使用置入性行銷的可能性也加大。本研究則是基於此背景下去探討消費者可能產生的態度改變。

本研究主要的目的是探討網路論壇與廠商關聯度(關聯高、關聯低)、文章訊息呈現方式(單面訊息、雙面訊息)、與個人購買涉入(涉入高、涉入低)此三種特性對消費者網站態度、產品態度、品牌態度、以及購買意願的影響。

本研究利用2*2*2的受試者間實驗設計,並以操弄的方式塑造變數情情境,實驗結果顯示操弄成功且均有良好的信度。在假設檢定部分,本研究以MANOVA分析來驗證假設,結果顯示:1. 相對於將正/負訊息都確實透露的文章而言,只透露正面訊息的文章,消費者可能對網站、產品、與品牌的態度看法較為負面。2. 相對於網站與廠商關連程度低而言,網站與廠商關連程度高會使消費者對網站、產品、與品牌的態度看法較為負面,購買意願也較低。3. 購買決策涉入高且網站與廠商關聯程度高時,消費者對產品的看法較為負面。4. 訊息以單面訴求為主且網站與廠商關聯程度高時,其對網站、產品與品牌的看法較為負面。最後,本研究亦針對結果提出相關管理意涵及未來研究的建議。
Web forums have become an important source of 3C product information for consumers. 3C product users may share their experience on web forums where other consumers could also read for referral. Thus, messages broadcasting on web forums have great impact on firms. However, because of the prevalence of web forums and anonymity, the possibility that firms use “product placement” on this platform becomes higher than before. According to the situation describing above, this research is trying to understand the possible attitudes change of consumers.

The main purpose of this research is to discuss the impact of relationship between web forums and firms (high versus low), message sidedness (one versus two sideness), and purchase involvement (high versus low) on consumers' attitude and purchase intention.

One 2×2×2 between-subjects experiment was conducted and scenarios were designed to manipulate some factors. All manipulation checks were successful and all measures showed good reliability. MANOVA was conducted to test the hypotheses. The experimental results show that: 1.One sideness articles may make consumers have more negative attitudes toward web forum, product and brand than two sidness. 2.High connection between web forums and firms may make consumers have lower purchase intention and more negative attitudes toward web forum, product and brand than two sidness. Besides, this research found some interaction effects among three factors: 1.Consumer may have a more negative attitude toward products when both purchase involvement and firm-web connection are high. 2.Consumer may also have more negative attitudes toward web forum, product and brand when one sideness messages and high firm-web connection are simultaneously presented. At last, some managerial implications and future research suggestions are also proposed.
第壹章 緒論
第一節 研究動機
第二節 研究目的

第貳章 文獻探討
第一節 產品置入/置入性行銷(product placement)
第二節 口耳相傳(word-of-mouth, WOM)
第三節 涉入
第四節 訊息呈現方式/訊息面(message sidedness)
第五節 網站與廠商關聯程度
第六節 研究假設

第參章 研究方法
第一節 研究變數之定義與衡量
第二節 問卷設計

第肆章 資料分析與結果
第一節 樣本結構與分析工具
第二節 各變數之信度分析
第三節 操弄性檢驗
第四節 假設檢定
第五節 研究假設結果

第伍章 結論與建議
第一節 研究結論
第二節 學術研究貢獻
第三節 行銷實務意涵
第四節 研究限制與未來研究建議

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