臺灣博碩士論文加值系統

近來，由於網際網路的發達產生了新型態的「電子口碑溝通」(eWOM)，相較於傳統口碑溝通，電子口碑溝通更能有效地傳播，而在消費者購買決策過程中，口碑溝通便扮演著極為關鍵的角色，除此之外，口碑包含了正面與負面兩種，正面口碑能為企業帶來機會，而負面的口碑將為企業帶來威脅甚致毀壞形象，因此企業必須藉由有效的回應來降低負面口碑所帶來的衝擊，並將顧客的負面口碑轉化為正面的鼓勵，進而提升企業形象。
因此，本研究以消費者觀點探討負面電子口碑對企業回應策略與企業形象的影響，並進一步將負面電子口碑區分為三種訊息來源，分別為意見領袖、市場行家以及一般消費者，期以瞭解不同之訊息來源對企業回應策略之影響程度。經過本研究驗證結果顯示負面電子口碑對企業回應策略有正向影響，且企業回應策略對企業形象具有正向影響，值得關注的是負面電子口碑對企業形象之影響程度會受企業回應策略而改變，而在訊息來源的部分，市場行家及一般消費者對企業回應策略具有顯著正向影響。

Recently, the Internet developed as a result of a new type of "electronic word-of-mouth communication" (eWOM), the eWOM communication disseminates more effective than traditional WOM communication, and in the consumer purchase decision-making process, the WOM communication that plays a critical role, in addition to WOM contains two kinds of positive and negative, the negative WOM will be even a threat to enterprise image damage, so enterprises must take by the effective response to reduce the negative impact of WOM.
Therefore, this study was to explore enterprise response strategy to negative eWOM and the impact on enterprise image from consumer views, and further to the negative eWOM of information sources are divided into three types, namely, opinion leader, market maven and the general consumer to understand the different source of information impact on enterprise response strategy. After validation of this study showed negative eWOM has significant positive effects to enterprise response strategy, and enterprise response strategy has significant positive effects to enterprise image, an interesting issue is the negative eWOM to enterprise image will be affected by the en-terprise response strategy, and in part of the information source, the market maven and the general consumer has significant positive effects to enterprise response strategy.

中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 ．．．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．．． 4
第三節　　研究方法與流程．．．．．．．．．．．．． 5
第四節　　論文架構．．．．．．．．．．．．．．．． 6
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 7
　　第一節　　口碑溝通．．．．．．．．．．．．．．．． 7
第二節　　企業回應策略．．．．．．．．．．．．．． 12
第三節　　企業形象．．．．．．．．．．．．．．．． 15
第三章　　研究設計．．．．．．．．．．．．．．．．．． 22
第一節　　研究架構．．．．．．．．．．．．．．．． 22
第二節　　研究假設．．．．．．．．．．．．．．．． 23
第三節　　研究變數之操作型定義．．．．．．．．．． 25
第四節　　問卷設計．．．．．．．．．．．．．．．． 26
第五節　　資料分析方法．．．．．．．．．．．．．． 30
第四章　　資料分析與研究結果．．．．．．．．．．．．． 31
第一節 樣本基本資料分析．．．．．．．．．．．． 31
第二節 信度分析與探索性因素分析．．．．．．．． 35
第三節 相關係數檢定．．．．．．．．．．．．．． 40
第四節 研究假設檢定．．．．．．．．．．．．．． 42
第五章 結論與建議．．．．．．．．．．．．．．．．． 52
第一節 研究結論．．．．．．．．．．．．．．．． 52
第二節 研究限制．．．．．．．．．．．．．．．． 56
第三節 未來研究與建議．．．．．．．．．．．．． 57
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 58
附錄　　研究問卷．．．．．．．．．．．．．．．．．．． 73

一、中文部份

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周豐茂(2007)，服務品質、關係行銷、企業形象與顧客滿意度對顧客忠誠度之關聯性研究---以中油公司台南地區自營加油站為例，南台科技大學高階主管企管碩士班未出版之碩士論文。

林俊良(2005)，消費者對台灣大哥大企業形象的認知－以台中地區為例，大葉大學事業經營研究所碩士班未出版之碩士論文。

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張元怡(2007)，航空公司企業形象影響旅客搭機選擇行為之研究，世新大學觀光學系未出版之碩士論文。

陳東霖(2005)，企業形象、品牌來源國對品牌權益的影響研究-以化妝品為例，立德管理學院國際企業管理研究所未出版之碩士論文。
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陳順宇(2000)，迴歸分析，台北：華泰文化事業股份有限公司。

陳鉦達(2000)，企業形象,服務補救期望與補救後滿意度關係之研究，中國文化大學國際企業管理研究所未出版之碩士論文。

費翠(2001)，網路市場行家理論驗證與延伸─其網路資訊搜尋、 口碑傳播、線上購物行為及個人特質研究，國立政治大學廣告研究所未出版之碩士論文。

黃明政(2004)，銀行業服務品質、企業形象與顧客忠誠度之研究，南華大學管理科學研究所未出版之碩士論文。

黃運圭(2005)，網路書評與購買意願的研究：台灣網路書店的實証調查，國立台灣科技大學企業管理系博士班未出版之博士論文。

楊亞琦(2004)，e化環境中知覺品質與口碑溝通間關係之研究─以顧客承諾為中介角色之分析，國立高雄第一科技大學行銷與流通管理系未出版之碩士論文。

資策會(2007)，台灣網友行為與B2C消費發展趨勢[線上資料]，來源：http://0rz.tw/qpQIe.[2009, May]

劉宗哲(2006)，服務品質、價格認知、企業形象、顧客滿意與顧客忠誠關係之研究－以香料業為例，東吳大學商學院企業管理學系碩士在職專班未出版之碩士論文。

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