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研究生:李莉伶
研究生(外文):Li-ling Lee
論文名稱:網路書評與借閱意願之研究
論文名稱(外文):The Study of Internet Book Reviews and Book-Borrowing Intention
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Meng-Yen Lin
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2008
畢業學年度:96
語文別:中文
論文頁數:95
中文關鍵詞:網路書評借閱意願線上口碑類型理論
外文關鍵詞:Internet book reviewsbook-borrowing intentionelectronic word-of-mouthgenre theory
相關次數:
  • 被引用被引用:6
  • 點閱點閱:153
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:8
本篇論文藉由質化研究的深度訪談,來了解網路書評的諸多特性對讀者借閱意願的影響。本研究首先利用羽毛.com網站、批踢踢電子佈告欄系統和海洋大學電子佈告欄系統張貼招募公告,徵求33位曾經因為要借閱書籍,有透過網路參考網路書評的自願受訪者進行訪談。之後再利用內容分析法分析訪談內容,以了解有無網路書評、推薦人數和書評內容,對讀者借閱意願的影響。
此研究結果發現,網路書評的諸多特性在借閱意願上扮演重要的角色。這些結果可作為圖書館推展圖書借閱活動時的參考,另外,也可以提供網路書商作為書評管理的參考。
This paper reports an in-depth interview into the effect of the characteristics of Internet book reviews on book-borrowing intention. The research posts an announcement on www.yumau.com, PTT bulletin board system, and NTOU bulletin board system to invite interviewers. 33 interviewers who had ever read the Internet book reviews before borrowing books are invited. After that, these manuscripts of interviews are analyzed by using content analysis.
Results indicate that Internet book reviews, the numbers of reference, and the content of book reviews have a significant effect. These results can provide libraries with a reference for holding book-borrowing activities. They can also be of help to Internet bookstores in managing book reviews.
中文摘要 I
ABSTRACT II
誌謝 III
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究問題及目的 3
第三節 研究流程 4
第二章 文獻回顧 6
第一節 借閱意願 6
第二節 有無網路書評對借閱意願的影響 7
第三節 推薦人數對借閱意願的影響 8
第四節 網路書評內容對借閱意願的影響 9
一、結構和格式 11
二、內容 11
三、吸引觀眾 12
四、句子風格和用字選擇 14
第三章 研究方法 17
第一節 研究架構 17
第二節 研究設計 18
一、質化研究 18
二、深度訪談法 18
三、研究對象 19
第三節 資料的整理與分析步驟 20
第四章 資料分析 22
第一節 有無網路書評對借閱意願的影響 22
第二節 推薦人數對借閱意願的影響 23
第三節 網路書評內容對借閱意願的影響 24
第五章 結論與建議 32
第一節 結論 32
一、有無網路書評對借閱意願的影響 32
二、推薦人數對借閱意願的影響 32
三、網路書評內容對借閱意願的影響 33
第二節 管理意涵 35
一、對圖書館 35
二、對網路書商 35
第三節 研究貢獻 36
一、學術貢獻 36
二、實務貢獻 36
第四節 研究限制 36
第五節 未來研究建議 37
參考文獻 38
ㄧ、中文文獻 38
二、英文文獻 40
附錄一 博客來書評 45
附錄二 PTT書評 46
附錄三 NVivo 47
附錄四 訪談稿 48
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