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研究生:陳科樺
研究生(外文):Ku-Hau Chen
論文名稱:產品特性因素對電子口碑瀏覽與傳播之影響
論文名稱(外文):Effects of product characteristics factors on attitudes toward the E-WOM
指導教授:吳姮憓吳姮憓引用關係
指導教授(外文):Heng-Hui Wu
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
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:2008/06/
畢業學年度:96
語文別:中文
論文頁數:99
中文關鍵詞:瀏覽產品涉入購買頻率價格產品特性傳播
外文關鍵詞:pricepurchase frequencybrowseproduct in-takingspread abroadproduct characteristic
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網路產品討論區讓具有相同興趣、話題的網友,可彼此傳遞與分享產品、服務與品牌之相關訊息與經驗。過去研究顯示,有愈來愈多的消費者會從網路產品討論區獲得或收集產品資訊或服務,且因社群討論區所提供的資訊,而影響其購買產品的決策。因此,流竄在網路討論區的產品訊息,對廠商而言相當地重要。然而,是不是所有每一種產品的訊息,都會在產品討論區被討論呢?本研究企圖探究人們喜歡在網路上瀏覽與討論的產品訊息種類。首先,利用實驗一,先利用知名網站收集人們上網張貼文章的行為資料,亦即實際蒐集網路上網友討論較多的熱門產品種類,以及相對比較冷門的產品種類;接著,進行實驗二,利用四項產品2(購買頻率:高、低)×2(價格:高、低)×2(產品涉入:高涉入、低涉入)之實驗設計,探究其對瀏覽意願與傳播產品訊息意願之影響。本研究以中部某一大學之大學部學生及研究生為實驗對象,透過兩次前測找出適合操弄之商品,再利用變異數分析驗證所提出之理論;最後,將實驗一與實驗二進行比較與對照,解釋實務上產品討論區的冷、熱門產品的差異。
本研究獲得以下結論:(1)人們喜歡瀏覽高價的產品;(2)人們喜歡瀏覽高購買頻率之商品;(3)產品涉入高,會提高瀏覽意願與傳播產品訊息意願;(4)高價格下,購買頻率與涉入程度之關係對傳播網路口碑意願有顯著影響效果。本研究結果提供給廠商的參考為(1)對於販售的產品屬於相對高價的產品,應重視與留意網路產品討論區之訊息;(2)購買頻率高且高價的產品,應重視且留意網路討論區之訊息;(3)利用行銷策略增加人們的產品涉入,有助於網友到產品討論區瀏覽與傳播產品訊息。
Internet products discussion area enables netizens with same interests and topics to communicate and share information and experience related to products, services, and brand with each other. Past research showed that there were more and more consumers obtaining or collecting information of products or services from Internet products discussion area, which would influence the decision-making on purchasing products. Therefore, the product information all over the Internet products discussion area is considerably important to the manufacturers. However, can all product information be discussed over in the Internet products discussion area? This research tried to probe into the category of product information on the internet that people would like to browse and have discussion on. Firstly, we use study 1. At first, we utilize well-known websites to collect secondary data, and search the hot product categories which are being talked a lot by netizens on the internet, in order to compare them with those unpopular product categories. Secondly, we conduct study 2. We use the experimental design of four items, such as 2(purchase frequency: high, low)×2(price: high low)×2(product in-taking: high in-taking, low in-taking), to explore their impact on browsing inclination and product information spreading inclination. This research took the undergraduates and postgraduates in a certain college in the central region as the experimental object, and found commodities suitable to be manipulated through the two pre-tests, and then utilized the theory put forward by variance analyzing verification; Finally, we conduct comparison and contrast between experiment No 1 and experiment No 2, and explain the difference between the hot and unpopular products in the products discussion area in actual practice.
This research reached the following conclusions: (1) people like to browse products with high price; (2) people like to browse products with high purchase frequency; (3) highly in-taking products can increase the browsing inclination and product information spreading inclination (4) with a high price, the relation between purchase frequency and involving level has obvious impact on internet public praise spreading inclination. The results of this research provide the manufacturers with the following references: (1) as for the products with high price, they should pay attention to the information from Internet products discussion area; (2) as for the products with high price as well as high purchase frequency, they should pay attention to the information from Internet products discussion area; (3) increase people’s products in-taking by using marketing strategy, which is helpful for netizens to browse and spread the products information in Internet products discussion area.
目錄
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 論文流程 5
第二章 文獻探討 6
2.1 傳播網路口碑意願 6
2.2 瀏覽網路口碑意願 8
2.3 產品特性 10
2.4 價格 15
2.5 購買頻率 17
2.6 產品涉入 21
第三章 研究方法 24
3.1 研究對象 27
3.2 研究程序 28
3.3 測量方法 36
3.4 統計分析技術 37
第四章 結果分析 38
4.1 樣本結構 38
4.2 實驗變數之操弄檢定 41
4.3 購買頻率、產品價格和產品涉入對瀏覽網路口碑意願的影響 49
4.4 購買頻率、產品價格和產品涉入對傳播網路口碑意願的影響 55
4.5 資料觀察與實驗比較 60
第五章 結論與建議 63
5.1 研究結論 63
5.2 理論貢獻 66
5.3 實務建議 67
5.4 研究限制和對未來研究之建議 68
參考文獻 70
附錄 研究問卷(劇本) 75
表目錄
表2-1 產品特性歸納表 11
表2-2 討論區分配表 14
表3-1 本研究之因子設計 30
表3-2 第一次前測產品討論區之統計表 31
表3-3 二次前測美食討論區之細項分類統計表 33
表3-4 二次前測居家討論區之細項分類統計表 33
表4-1 樣本分佈表 38
表4-2 樣本年齡分程表 39
表4-3 樣本所得分佈表 39
表4-4 餐廳之購買頻率操弄檢定 41
表4-5 餐廳之價格操弄檢定 42
表4-6 餐廳之產品涉入程度檢定 42
表4-7 夜市小吃之購買頻率操弄檢定 43
表4-8 夜市小吃之價格操弄檢定 43
表4-9 夜市小吃之產品涉入程度操弄檢定 43
表4-10 床墊之購買頻率操弄檢定 44
表4-11 床墊之價格操弄檢定 44
表4-12 床墊之產品涉入程度操弄檢定 45
表4-13 螺絲起子之購買頻率操弄檢定 45
表4-14 螺絲起子之價格操弄檢定 46
表4-15 螺絲起子之產品涉入程度操弄檢定 46
表4-16因素分析 47
表4-17 不同價格、購買頻率與產品涉入組合下之瀏覽口碑意願平均值 49
表4-18 瀏覽網路口碑意願之變異數分析表 50
表4-19 不同價格水準下產品涉入的單純主效果變異數分析表 51
表4-20 不同價格、購買頻率與產品涉入下之傳播網路口碑意願平均值 55
表4-21 傳播網路口碑意願之變異數分析表 56
表4-22 不同購買頻率水準下產品涉入的單純主效果變異數分析表 57
表4-23 Yahoo產品討論區資料歸納表 60
表4-24 Ptt產品討論區資料歸納表 61
表4-25 第一次前測平均數分配表 61
圖目錄
圖2-1 Burke產品象限圖 19
圖2-2 Kotler 購買者黑箱 19
圖3-1 Yahoo討論區次數長條圖 25
圖3-2 Ptt討論區次數長條圖 25
圖3-3 研究架構圖 27
圖4-1 使用年數分佈 40
圖4-2 每週平均上網時數分佈 40
圖4-3 常態分配圖 48
圖4-4 購買頻率和價格的交互作用圖 51
圖4-5 購買頻率和產品涉入的交互作用圖 52
圖4-6 價格和涉入的交互作用圖 52
圖4-7 購買頻率和涉入程度的交互作用圖 57
圖4-8 購買頻率和價格的交互作用圖 58
圖4-9 價格和涉入程度的交互作用圖 58
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網頁文獻
1.IX創市際「ARO網路測量研究」http://www.insightxplorer.com/epaper/index.html
2.PTT 討論區:http://www.ptt.cc/index.html
3.Yahoo討論區:http://tw.info.yahoo.com/mb/
4.台商會聯合資訊網http://www.tcoc.org.tw/newslist/034800/34836.aspx
5.台灣大學電子佈告欄系統研究社www.ptt.cc/about.pttclub.html
6.交通部統計處http://www.motc.gov.tw/mocwebGIP/wSite/lp?ctNode=160&CtUnit=92&BaseDSD=7&mp=1
7.資策會創新應用服務研究所www.find.org.tw/find/home.aspx
8.蕃薯藤http://kids.yam.com/
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