臺灣博碩士論文加值系統

口碑研究為近年來熱門的話題，隨著網路的發達，消費者為了尋求相關產品或服務資訊的獲得，開始瀏覽線上社群所發表之文章，甚至進而發表個人自身經驗以提供其他社群使用者參考，線上社群在網路口碑相關研究上逐漸顯得重要。過去網路口碑相關的研究，在衡量網路口碑的行為上，都採取問卷的形式，讓消費者依據自身經驗加以填寫，有別於過去，本研究加以整理歸納PTT美食版(Food)三月份之文章，進而根據文章數量和文章內容區分為正面和負面，作為衡量網路口碑數量、正面口碑和負面口碑之客觀數據。
本研究以線上社群為研究標的，參考Mehrabian and Russell(1974)所提出的「Stimulus-Organism-Response」S-O-R模型作為研究架構的理論基礎，研究線上社群環境因素(匿名、隱私、報酬性回饋、評價式回饋、社群規範和網站知名度)對網路口碑傳播行為意圖之影響，以使用者情緒(正面情緒、負面情緒)作為中介變項。研究結果發現：
1. 匿名和隱私對使用者負面情緒有著正向影響；報酬性回饋和評價性回饋對使用者正面情緒有正向影響；使用者介面、社群規範和網站知名度對使用者正面情緒有正向影響，對使用者負面情緒有負向影響。
2. 使用者正面情緒對網路口碑傳播意願、傳播數量、正面網路口碑傳播行為有著正向影響；使用者負面情緒對負面網路口碑有著正向影響
3. 使用者正面情緒對於使用者介面對網路口碑傳播意願之影響有著完全中介效果；使用者正面情緒對評價式回饋和社群規範有著部分中介效果

“Word-of-mouth” research is popular topic for recent years, as internet booms, the consumer in order to obtain the relation product or service information, start to surf the article in online community, even publishes individual experience to provide other online community user to refer. Online community gradually appears importantly in electronic Word-of-Mouth (eWOM) relation research. In the past eWOM relation research, in measure eWOM has use questionary, let the consumer to write on own experience; Did not have to the past, this research to collect the article of the March in PTT (FOOD) community, this article to statistics amount, to discriminate positive and negative to be a objective data.
This research take online community as research sign, refers to "Stimulus-Organism-Response" which Mehrabian and Russell (1974) proposed the S-O-R model as research overhead construction the rationale, Research online community environment factor (anonymity, privacy, rewards feedback, reputation feedback, user interface and community norm) to influence eWOM communication behavior intention, use emotion(positive emotions, negative emotions) as a mediator. The result as follow:
1. Anonymity and privacy positively influence negative emotions; rewards feedback and reputation feedback positively influence Positive emotions; user interface, community norm and website awareness positively influences positive emotions, negatively influences negative emotions.
2. Positive emotions positively influence eWOM intentions, amount of eWOM and positive eWOM communication; negative emotions positively influence negative eWOM communication.
3. Positive emotions have completed Mediator between user interface and eWOM intentions; for reputation feedback and Community Norm, Positive emotions have partially Mediator effect.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討與研究假說 7
第一節 S-O-R 7
第二節 網路口碑 9
第三節 消費者情緒 13
第四節 線上社群 18
第五節 線上社群環境 23
第六節 情緒對口碑的影響 33
第七節 研究架構 34
第三章 研究方法 35
第一節 研究對象 35
第二節 研究程序 37
第三節 測量方法 39
第四節 統計分析技術 43
第四章 研究結果 45
第一節 資料樣本結構描述 45
第二節 因素分析 48
第三節 信度分析 52
第四節 各構面之相關分析 55
第五節 各構面之迴歸分析 58
第六節 研究假說結果總覽 70
第五章 討論與建議 71
第一節 研究發現與討論 71
第二節 研究結果之理論意涵與實務意涵 75
第三節 研究貢獻 77
第四節 研究限制 78
第五節 後續研究與建議 79
參考文獻 81
附錄一 問卷 92
附錄二 Food板 板規 95
附錄三 ID、發表文章數量整理表格 97

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