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研究生:張乃文
研究生(外文):Nai-Wen Chang
論文名稱:圖文訊息對於網路口碑效應的影響程度
論文名稱(外文):The Impacts of Message Favorableness and Picture Messages on Electronic Word-of-Mouth
指導教授:潘立芸
指導教授(外文):Lee-Yun Pan
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
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:2009
畢業學年度:97
語文別:中文
論文頁數:170
中文關鍵詞:可信程度網路口碑化妝品可信程度
外文關鍵詞:cosmeticsElectronic word of mouth (eWOM)credibility
相關次數:
  • 被引用被引用:5
  • 點閱點閱:307
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
在台灣化妝妝品市場競爭激烈,各大企業為了提升自己的品牌形象與市場占有率,不斷開發新產品與新成份產品以吸引消費者的目光。消費者面對多種不同新產品時,對於產品的潛在知覺風險也增加了;為了避免這些風險的發生,消費者會透過多種不同的管道蒐集產品資訊,網際網路的資訊搜尋成為了消費者做購買決策的重要管道來源。過去關於網路口碑效應的研究多為比較正面訊息與負面訊息的說服差異程度。但是,隨著網路頻寬的增加,消費者可容易地將圖片上傳至網站使得資訊的分享漸漸轉變為圖文並茂的敘述分享,因此希望研究結果有助於化妝品業者了解如何透過網路口碑的方式吸引消費者的注意,成功開發目標客群。
本研究欲探討,在「正面訊息與負面訊息」以及「純文字訊息與附加圖片的文字訊息」對於消費者說服程度差異比較,透過實驗設計的方式,除了解這些變數的說服差異程度外亦了解兩變數間之交互作用。研究結果發現:相較於正面訊息,負面訊息對於受測者的影響能力較高;相較於附加圖片的純文字訊息,純文字訊息對於受測者的影響能力較高,主要原因為本研究的受測者對於產品的涉入程度較高,當接受到附加圖片的文字訊息刺激時,對於產品訊息的的說服途徑屬於中央路徑,
並不會馬上認定產品品質的好壞,而是會再參考其他因素來做決定;最後,「正面訊息與負面訊息」以及「純文字訊息與附加圖片的文字訊息」存在交互作用。
The cosmetic industry in Taiwan is much competitive.To raise market share and enhance brand image, cosmetics manufacturers continue their research and development in new ingredients and new products. Facing a lot of different brands, the perceived risk of consumers is rising. Consumers would search product information through various channels to avoid risks from using products improperly. Searching information on Internet is commonly adopted and is an important information source to decision making. The types of E-WOM are divided into positive and negative information. Many past researches showed that negative comments obtained more intention from consumers than positive recommendation (Lee & Park, 2007; Sen & Lerman, 2007; Morgan, Pritchard & Piggott, 2003; Ramaswami, 2001). Past E-WOM researches focused on the impact of word message on consumer’s attitude. Today, the development of internet changes the types of information sharing and consumers can upload the pictures or graphs to the internet easily. Compared with oral and word messages, consumers have more trust on the message delivered by visual pictures (Mitche, 1986). The design and expression of words and pictures in an advertisement are critical to the success of advertisements. We hope the result of the research could help cosmetics manufacturers to attract more customers by using internet marketing, and to explore the target audience more successfully.
This paper will discuss the impacts of the positive and negative internet information on consumer’s attitude to cosmetics. Besides, we will discuss the impacts of the messages with or without pictures on consumer’s attitude to cosmetics.We will conduct a survey to collect information from cosmetics users through the experimental design. The research results shows negative information have more impact on consumers than positive information. The message with pictures hasn’t more impact on consumers than without pictures because of the level of consumer involvement.There are the interactions between “Positive v.s. Negative” and “Picture Messages v.s. Word Message” .
目錄
第一章 緒論
第一節 研究動機 1
第二節 研究目的 5
第二章 文獻探討
第一節 口碑效應 6
2.1.1 口碑效應溝通的動機 7
2.1.2 口碑效應溝通的來源 10
第二節 網路口碑效應 12
2.2.1 網路口碑溝通類型 13
2.2.2 網路口碑效應訊息型態(正面訊息v.s.負面訊息) 14
2.2.3 網路口碑效益 15
第三節 可信程度 18
2.3.1 可信程度 18
2.3.2 推敲可能模式 22
第四節 產品類型 23
2.4.1 搜尋品v.s經驗品 23
2.4.2 享樂性產品v.s功能性產品 23
2.4.3 來源國形象 24
2.4.4 化妝品 25
第五節 態度 29
第六節 購買意圖 35
第三章 研究方法
第一節 研究架構 37
第二節 研究假設與推論 38
第三節 操作型定義 40
3.3.1 自變數 40
3.3.2 依變數 51
3.3.3 控制變數 52
第四節 研究方法 52
3.4.1 前測 52
3.4.2 正式實驗設計 73
第四章 研究結果分析
第一節 樣本結構分析 75
第二節 量表信度檢測 89
第三節 變項操弄檢定 90
第四節 假設驗證 93
第五章 結論與建議
第一節 研究結論 105
第二節 理論貢獻 106
第三節 實務建議與貢獻 106
第四節 研究限制級後續研究建議 108
附錄
附錄一 前測問卷 138
附錄二 來源國前測問卷 140
附錄三 正式問卷 142
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[3]Global Cosmetic Industry. (2007, 4). Retrieved from C&T sales in China grow 13%: http://www.gcimagazine.com/marketstrends/regions/asiapacific/7149381.html?page=1
[4]Lim, H. H. (2008). Skincare in Asia: Past, Present andand Future: Ready to take on Asia skin care? Retrieved from Euromonitor International: http://www.in-cosmeticsasia.com/files/huihuilimeuromonitor_international__skin_care_asia__incosmetics_asia_2008_final_bis.pdf
[5]邱高生. (2008). 化妝保養品,購買通路變化分析!. 2008 擷取自 東方線上
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[7]楊晴惠. (2007年12月26日). MIC產業情報研究所. 擷取自 2007 年台灣網友行為與B2C消費發展趨勢: http://www.mic-global.net/intelligence/reports/pop_Doc_review.asp?docid=CDOC20071226005&pag=people
[8]羅淑慧(2008),皮膚保養品新興市場前景 未來成長性可期,擷取自 ITIS智網.
[9]羅淑慧. (2006). 新興國家的C&T市場 爆發潛力正受到全球注目. 擷取自 ITIS智網.
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