跳到主要內容

臺灣博碩士論文加值系統

(44.201.99.222) 您好!臺灣時間:2022/12/05 22:19
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:汪昀蓁
研究生(外文):Yun-Chen Wang
論文名稱:網路口碑訊息訴求方式與訊息來源可信度對品牌態度之影響-產品涉入之干擾效果
論文名稱(外文):The Influences of Electronic Word-of-Mouth Message Appeal and Message Source Credibility on Brand Attitude: The Moderating Effect of Product Involvement
指導教授:吳長生吳長生引用關係
指導教授(外文):Paul C.S Wu
學位類別:碩士
校院名稱:真理大學
系所名稱:管理科學研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:189
中文關鍵詞:網路口碑訊息訴求方式訊息來源可信度產品涉入品牌態度
外文關鍵詞:electronic word-of-mouth (eWOM)message appealsource credibilityproduct involvementbrand attitude
相關次數:
  • 被引用被引用:23
  • 點閱點閱:3321
  • 評分評分:
  • 下載下載:919
  • 收藏至我的研究室書目清單書目收藏:4
  由於網際網路的興起,口碑訊息可藉由不同形式的網路平台快速傳播,消費者會傾向使用網路來搜尋資訊,形成所謂的「網路口碑」。愈來愈多消費者依賴網路口碑評估產品與品牌,並影響了消費者的態度和購買決策。
  網路口碑訊息類似於廣告,但卻是非商業性的,研究不同訊息訴求方式的網路口碑對品牌態度的影響是本研究的動機之一。但又不同於傳統口碑,網路口碑因具有匿名性而缺乏來源可信度,所以研究網路口碑來源可信度對品牌態度的影響也是本研究的動機之一。此外,消費者個人的產品涉入程度也會影響其依賴產品相關搜索進行品牌選擇決策的程度。因此產品涉入程度在網路口碑對品牌態度影響的研究中所扮演的角色,應值得探討。
  根據以上研究動機,本研究依據訊息來源理論探討正面網路口碑訊息來源可信度對品牌態度(品牌信任、品牌情感及購買意願)的影響,同時依據推敲可能模式探討產品涉入對網路口碑訊息訴求方式(理性、感性)與品牌態度間關係,以及訊息來源可信度與品牌態度間關係之干擾影響。
  本研究擬探討不同網路口碑訊息訴求方式(理性、感性)與不同網路口碑訊息來源可信度(高、低)對品牌態度(品牌信任、品牌情感及購買意願)的影響,並以產品涉入(高、低)做為干擾變數。研究對象為曾經使用網路搜尋口碑的消費者,所以設計網路問卷做為資料收集的方式。根據前測選定研究產品(筆記型電腦、洗髮精)與虛擬品牌,網路口碑訊息內容與訊息來源,以2*2*2實驗設計方式進行研究,共搜集421份有效問卷驗證本研究提出的假說。
  根據研究結果,得到以下結論:
1. 不論筆記型電腦或洗髮精,正面網路口碑之訊息來源可信度較高者,其品牌態度顯著會比訊息來源可信度較低者佳,且其較佳的程度,不受產品涉入高低之干擾,具有穩健性。
2. 不論筆記型電腦或洗髮精,就正面網路口碑而言,在高產品涉入程度下,理性訴求方式之品牌態度會顯著優於感性訴求方式,而在低產品涉入下則無顯著差異。
  With emergence of the internet, word-of-mouth can be spread quickly through various kind of online platforms. Consumers are likely to seek out information via internet, that is “electronic word-of-mouth” (eWOM). As more consumers are relying on eWOM to evaluate products and brands, eWOM has been playing a persuasive role in influencing consumers’ attitudes and purchase decision.
  It is interesting to investigate the persuasive effects of different message appeal of eWOM on brand attitude since eWOM messages are noncommercial, different from advertising messages. Previous researches about word of mouth have shown that a primary determinant of the influence of the word of mouth is source credibility, different from tradition WOM, the features of eWOM are anonymity and thus are lacking of credibility for sources, so it is also interesting to investigate the effects of different source credibility of eWOM on brand attitude. Besides, as the agree of consumers’ product involvement can influence their dependence on product related cues to make decision for brand choice, it is also interesting to investigate the moderating role product involvement playing in the relationships among message appeal, source credibility and brand attitude.
  Based on the above discussion, this study based on message source theory, under positive electronic word-of-mouth settings, examined the influence of messages source credibility on brand attitude (brand trust, brand affection, and purchase intention). And based on elaboration likelihood model (ELM), the moderating effect of product involvement on the relationships between message appeals (rational vs. emotional) and brand attitude as well as between message source credibility and brand attitude were also examined. The aim of this study is to examine the influences of eWOM message appeal ( rational vs. emotional) and source credibility ( high vs. low) on brand attitude ( brand trust, brand affect and purchase intentions), and the moderating effects of product involvement. The population is the average consumers who have ever used internet to search WOM information, so structured internet questionnaires are used to collect data from the consumers. Based on pre-test, two product categories (notebook computer and shampoo), two fictitious brands, two kinds of eWOM message appeal and two kinds of source credibility are selected for main study, and 421 completed questionnaires are put into statistics analysis to examine the hypotheses of this study.
  According to the results of this study, several conclusions are made as follows:
1. For both notebooks and shampoos, the positive word-of-mouth messages with higher source credibility indicate a better brand attitude than the word-of-mouth messages with lower source credibility does, and these effects are not moderated by the level of product involvement, indicating their robustness.
2. For both notebooks and shampoos, with a high level of product involvement, the rational appeal indicates a better brand attitude than the emotional appeal does; no significant difference is found when product involvement drops to a low level.
目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
 第一節 研究背景與動機 1
 第二節 研究目的 6
第二章 文獻探討 7
 第一節 口碑與網路口碑 7
 第二節 訊息訴求方式 14
 第三節 訊息來源可信度 18
 第四節 產品涉入 21
 第五節 品牌態度 25
 第六節 網路口碑內容對品牌態度之影響 31
 第七節 網路口碑訊息來源可信度對品牌態度之影響 32
 第八節 涉入對網路口碑訊息訴求方式與品牌態度間關係之干擾影響 35
 第九節 涉入對網路口碑訊息來源可信度與品牌態度間關係之干擾影響 41
第三章 研究方法 45
 第一節 觀念性架構 45
 第二節 研究假說 46
 第三節 變數操作性定義與衡量 54
 第四節 研究設計 61
 第五節 抽樣方法 71
 第六節 資料分析方法 73
第四章 資料分析 75
 第一節 基本檢定分析 75
 第二節 假說檢定 90
第五章 結論與建議 102
 第一節 研究結論 102
 第二節 行銷意涵 106
 第三節 研究限制與後續研究建議 108
參考文獻 110
 一、中文部份 110
 二、英文部份 113
附錄一 前測問卷 128
附錄二 正式問卷 141
附錄三 E-MAIL內容 189
一、中文部份
汪志堅、李欣穎(2005)。來源可信度、情感認同與涉入程度對網路謠言闢謠效果之影響,管理學報,第22卷,第3期,頁391-413。
林家五、宋進福(2008)。消費者對價格保證策略的反應:知覺可信度的效果。臺大管理論叢,第18卷,第2期,頁197-228。
林陽助、廖榮文(2001)。品牌概念形象與廣告訴求對廣告效果之影響,東吳經濟商學學報,第35期,頁75-106。
林隆儀、曾冠雄(2008)。廣告代言人與廣告訴求方式對廣告效果影響之比較-自我監控的干擾效果,企業管理學報,第76期,頁81-128。
邱浩政(2003)。結構方程模式:LISREL的理論、技術與應用,台北:雙葉書廊。
凌儀玲、劉宜芬(2008)。廣告訊息之理解與說服效果:捷思式-系統式訊息處理觀點,管理學報,第25卷,第5期,頁487-503。
徐靜儀(2002)。廣告訴求對廣告效果影響之研究-以網頁廣告為例,東吳大學企業管理研究所碩士論文。
祝鳳岡(1995),廣告感性訴求策略之策略分析,廣告學研究,第五集,台北:國立政治大學廣告學系。
梁文傑(1992)。訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究,國立台灣大學商學研究所碩士論文。
陳正男、丁學勤、林素吟、劉若蘭(2005)。廣告的訊息訴求方式、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響,中山管理評論,第13卷,第1期,頁107-142。
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碩士論文。
資策會IDEAS-FIND/經濟部技術處「創新資訊應用研究計畫」、「我國網際網路用戶數調查」,http://www.find.org.tw/find/home.aspx?page=many&id=205,2008年。
劉倉賓(1998)。產品廣告訴求、涉入程度極高、低自我監控對廣告效果的影響,國立交通大學管理科學研究所碩士論文。
練乃華(2003)。口耳相傳訊息之傳播及對消費者購買行為之影響:文獻回顧與評論,中山管理評論,第十一卷,第二期,頁283-307。
蔡佳靜(2006)。訊息陳述方式、廣告訴求與涉入程度對廣告效果之影響-不同產品類別之探討,輔仁管理評論,第十三卷,第一期,頁85-106。
蕭湘文(2005)。廣告傳播,台北:威仕曼文化,頁136-185。
簡怡雯、蕭中強、邱玉葉、盧端雯(2007)。訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響,管理評論,第26卷,第2期,頁23-38。
闕克儒(2004)。網路匿名性、企業形象與關係品質對網路口碑影響之研究-以線上遊戲為例,國立中興大學企業管理學系研究所碩士論文。
羅家德、杜文富、張紳震(2001)。網際網路關係行銷,台北:聯經出版事業公司,頁93。
二、英文部份
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth, Journal of Service Research, Vol.1, No.3, pp.5-17.
Arndt, Johan A. (1967). Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, Vol.4, August, pp.291-295.
Assael, H. (2004). Consumer Behavior, Houghton Mifflin Company.
Bagozzi, R. P. and A. J. Silk (1983). Recall, Recognition, and the Measurement of Memory for Print Advertisements, Marketing Science, Vol.2, No.2, pp.95-134.
Bang, Hae-Kyong, Mary Anne Raymond, Charles R Taylor, Young Sook Moon (2005). A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis, International Marketing Review, Vol.22, No.3, pp.309-326.
Bansal, Harvir S. and Peter A. Voyer (2000), Word-of-Mouth Process Within a Service Purchase Decision Context, Journal of Service Research, Vol. 3, No. 2, pp.166-177.
Barry, B. (1985).Word of Mouth: The Indirect Effects of Marketing Efforts, Journal of Advertising Research,Vol.25, No.3, pp.31-39.
Batra, R. and M. Ray (1985). Affective Response Mediating Acception of Advertising. Journal of Consumer Research, Vol.3, pp.234-249.
Bearden, W. O. and R. L. Rose (1990). Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity, Journal of Consumer Research, Vol.16, No.4, pp.461-471.
Belch, G. E. and Belch, M. A. (2008). Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th ed., NY:McGraw-Hill.
Belch, G. E., R. J. Lutz and S. B. MacKenzie (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, Vol.23(May), pp.130-43.
Bennett, Rebekah and Sharyn R. Rundle-Thiele (2000). Attitudinal Brand Loyalty-Personality Triat or Brand Specific? Australia New Zealand Marketing Educators Conference, Griffith University, Gold Coast, Queensland.
Bickart, B. and R. M. Schindler (2001). Internet Forums as Influential Sources of Consumer Information, Journal of Interactive Marketing, Vol.15, No.3, pp.31-40.
Bloch, Peter H. (1983). A Theoretical Model for the Study of Product Importance Perceptions, Journal of Marketing, New York, Vol.47, pp.69-81.
Bone, P. F. (1995). Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments, Journal of Business Research, Vol.32, No.3, pp.213-223.
Bristor, J. M. (1990). Enhanced Explanations of Word of Mouth Communications: The Power of Relationships, Research in Consumer Behavior, Vol. 4, pp.51-83.
Brooker, George W. J. (1981). A Comparison of the Persuasive Effects of Mild Humor and Mild Fear Appeals, Journal of Advertising, Vol.10, No.4, pp.29-41.
Brown, J. J. and P. H. Reingen (1987). Social Ties and Word-of-Mouth Referral Behavior, Journal of Consumer Research, Vol.14, No.3, pp.350-362.
Burzynski, M. H. and D. J. Bayer (1997). The Effect of Positive and Negative Prior Information on Motion Picture Appreciation, Journal of Social Psychology, Vol.101, pp.215-218.
Buttle, F. A. (1997). I Heard It through the Grapevine: Issues in Referral Marketing, In Proceedings of the 5th International Colloquium in Relationship Marketing, School of Management, Cranfield University, England.
Chatterjee, P. (2001). Online reviews: do consumers use them?, Advertising Consumer Research, Vol.28, pp.129-133.
Chaudhuri, A. (2000). A Macro Analysis of the Relationship of Product Involvement and Information Search:The Role of Risk, Journal of Marketing, Vol. 64, pp.1-12.
Chaudhuri, A. and M. B. Holbrook (2002). Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect, Journal of Brand Management, Vol.10, No.1, pp.33-58.
Cohen, J. B. and E. Golden (1972). Informational Social Influence and Product Evaluation, Journal of Applied Psychology, Vol.56, pp.54-59.
Coleman, J. E. Katz and H. Menzel (1966). Medical Innovation: A Diffusion Study. New York: Bobbs-Merrill.
Cummings, W. H. and M. Venkatesan (1976). Cognitive Dissonance and Consumer Behavior: A Review of the Evidence, Journal of Marketing Research, Vol.13, No.3, pp.303-308.
Day, George S. (1971). Attitude Change, Media, and Word of Mouth, Journal of Advertising Research, Vol. 11, pp.31-40.
Deighton, J., D. Romer, and J. McQueen (1989), Using Drama to Persuade, Journal of Consumer Research, Vol.16, December, pp. 335-343.
Delgado-Ballester, E. (2004). Applicability of A Brand Trust Scale Across Product Categories: A Multigroup Invariance Analysis, European Journal of Marketing, Vol.38, No.5/6, pp.573-592.
DeSarbo, S. Wayne and Richard A. Harshman (1985). Celebrity and Brand Congruence Analysis, in Current Issues and Research in Advertising, (Eds.) J. H. Leigh and C. R. Martin, Vol.4, MI: University of Michigan, pp.17-52.
Deutsch, M. and H. Gerard (1955). A Study of Normative and Informational Social Influences upon Individual Judgment, Journal of Abnormal and Social Psychology, Vol.57, pp.629-636.
Dholakia R. R. and B. Sternthal (1977). Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?, Journal of Consumer Research, Vol.3, March, pp.223-232.
Dodds, W. B., K. B. Monroe and D. Grewal (1991). Effect of Price, Brand, and Store Information on Buyers’ Product Evaluation, Journal of Marketing Research, Vol.28, pp.307-319.
Duhan, D. F., S. D. Johnson, J. B. Wilcox and G. D. Harrell (1997). Influences on Consumer Use of Word-of-Mouth Recommendation Sources, Journal of Academy of Marketing Science, Vol.25, No.4, pp.283-295.
Eagly, A. and S. Chaiken (1993). Psychology of Attitudes, NY: Harcourt, Brace Jovanovich.
Engel, J. E., R. D. Blackwell and P.W. Miniard (2006). Consumer Behavior, 10th ed., NY: Harcourt.
Feick, L. and R. A. Higie (1992). The Effect of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments About Endorsers, Journal of Advertising, Vol.73, pp.412-435.
Feldman, J. M. and J. G. Lynch (1988). Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention and Behavior, Journal of Applied Psychology, Vol.73, pp. 421-435.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford. CA: Stanford University Press.
Fishbein, M. and I. Ajzen (1980), Understanding Attitudes and Predicting Social Behavior, Engewood Cliffs, NJ: Prentice-Hall.
Godes, D. and D. Mayzlin (2004). Using Online Conversations to Study Word-of-Mouth Communication, Marketing Science, Vol.23, No.4, pp.545-560.
Goldsmith, R. E. and J. Emmert (1991). Measuring Product Category Involvement: A Multitrait-Multimethod Study, Journal of Business Research, Vol.23, pp.363-371.
Goldsmith, R. E., B. A. Lafferty and S. J. Newell (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, Journal of Advertising, Vol.29, No.3, pp.43-54.
Gotlieb, J. B. and D. Sarel (1990). An Application of the Elaboration Likelihood Model, Journal of the Academy of Marketing Science, Vol.18, No.3, pp.221-228.
Gruen T. W., T. Osmonbekov and A. J. Czaplewski (2006). eWOM: The Impact of Customer-to-Customer Know-How Exchange on Coustomer Value and Loyalty, Journal of Business Research, Vol.59, No.4, pp.449-456.
Guiltinan, J. P., W. P. Gordon and T. J. Madden (1997). Marketing Management Strategies and Programs, 6th ed., NY: The McGraw-Hill Companies Inc..
Gunther, A. C. (1992). Biased Press or Biased Public: Attitudes toward Media Coverage of Social Groups, Public Opinion Quarterly, Vol.56, No.2, pp.147-167.
Gunther, A. C. and D. L. Lasorsa (1986). Issue Importance and Perception of a Hostile Media, Journalism Quarterly, Vol.63, pp.844-848.
Hanson, W. A. (2000), Principles of Internet Marketing, Ohio: South-Western College Publishing.
Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents, Journal of Service Research, Vol.4, No.1, pp.60-75.
Hawkins, Del I. (2007). Consumer Behavior Building Marketing Strategy, 10th ed., McGraw Hill Higher E.
Hennig-Thurau, T., K. P. Gwinner and D. D. Gremler (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefit and Relationship Quality, Journal of Service Research, Vol.4, No.3, pp.230-247.
Hennig-Thurau, T., K. P. Gwinner, G. Walsh and D. D. Gremler (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platform: What Motivates Consumers to Articulate Themselves on The Internet? , Journal of Interactive Marketing, Vol.18, pp.38-52.
Herr, P. M., F. R. Kardes and J. Kim (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective, Journal of Consumer Research, Vol.17, No.4, pp.454-462.
Hetsroni, Amir (2000). The relationship between values and appeals in Israeli advertising: A smallest space analysis, Journal of Advertising, Vol.29, No.3, pp.55-68.
Hotchkiss, G. B. (1949). Advertising Copy, 3rd ed., New York:Harper.
Houston, M. J. and M. L. Rothschild (1978). Conceptual and Methodological Perspectives in Involvement, In S. Jain (Ed.), Research Frontiers in Marketing: Dialogues and Directions, Chicago: American Marketing Association, pp. 184-187.
Hovland, C. I. and W. Weiss (1951). The Influence of Source Credibility on Communication Effectiveness, Public Opinion Quarterly, Vol.15, No.4, pp.635-650.
Hovland, C. I., I. L. Janis and H.H. Kelley (1953). Communication and Persuasion, New Haven: Yale University Tress.
Howard, Daniel J and Charles E. Gengler (2001). Emotional Contagion Effects on Product Attitudes, Journal of Consumer Research, Vol.28, pp.189-201.
Jones, E. E. and K. Davis (1965). From Acts to Dispositions. In L. Berkowitz (Ed.), Advances in experimental psychology, NY: Academic Press, pp. 219-266.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer– Based Brand Equity. Journal of Marketing Research, Vol.57, pp.1-22.
Kelley, H. (1973). The Processes of Causal Attribution, American Psychologist, Vol.28, No.2, pp.107-128.
Kelman, H. C. (1958). Compliance, Identification, and Internalization: Three Processes of Attitude Change, Journal of Conflict Resolution, Vol.2, pp.51-56.
Kelman, H. C. (1961). Processes of Opinion Change, Public Opinion Quarterly,Vol.25, pp57-78.
Kiecker, P. and D. Cowles (2001). Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth, Journal of Euro -Marketing, Vol.11, No.2, pp.71-88.
Kotler, P. and K. L. Keller (2008). Marketing Management, 13th ed., NJ: Prentice-Hall Inc.
Krugman, Herbert E. (1965). The Impact of Television Advertising: Learning without Involvement, Public Opinion Quarterly, Vol.29, pp.349-356.
Lafferty, B. A. and R. E. Goldsmith (1999). Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad, Journal of Business Research, Vol.44, February, pp.109-116.
Lafferty, B. A., R. E. Goldsmith, and S. J. Newell (2002). The Dual credibility model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. Journal of Marketing Theory and Practice, Vol.10, No.3, pp.1-12.
Laskey, Henry A., Richard J. Fox and Melvin R. Crask (1995). The Relationship Between Advertising Message Strategy and Television Commercial Effectiveness, Journal of Advertising Research, Vol.35, No.2, pp.31-39.
Laurent, G., and J. N. Kapferer (1985). Measuring Consumer Involvement Profiles, Journal of Marketing Research, Vol.22, February, pp.41-53.
Lovdal, L. T. and R. Pearson (1989). Wanted - Doctors Who Care, Journal of Health Care Marketing, Vol.9, No.1, pp.37-41.
Lutz, R. J. (1985). Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework. In Alwitt, L .F. and A. A. Mitchell (Eds.), Psychological Processes and Advertising Effects, Hillsdale, NJ: Erlbaum, pp.45-63.
Lutz, R. J., S. B. MacKenzie and G.E. Belch (1983). Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences, in R. Bagozzi and A. Tybout (ed.) Advances in Consumer Research, Vol.10, pp. 532-539.
MacKenzie, S. B. and R. J. Lutz (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in An Advertising Pretesting Context, Journal of Marketing, Vol.53, No.2, pp.48-65.
MacKenzie, S. B., R. J. Lutz and G. E. Belch (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Reasearch, Vol.23, pp.130-143.
MacKenzie, Scott B. and Richard A. Spreng (1992). How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research,Vol.18, pp.519-528.
McGinnies, E. I. (1973). Attitude, Source Credibility, and Involvement as Factors In Persuasion, Journal of Experimental Social Psychology, Vol.21, pp.52-55.
Mitchell, A. A. and J.C. Olson (1981). Are Product Attribute Beliefs the only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, Vol.18, pp.318-322.
Mizerski, R. W. (1982). An Attribution Explanation of the Disproportionate Influence of Unfavorable Information, Journal of Consumer Research, Vol.9, No.3, pp.301-310.
Mowen, J. C. and W. B. Stephen (1980). On Explaining and Predicting the Effectiveness of Celebrity Endorsers, Advances in Consumer Research, Vol.8, pp. 437-441.
Nunnally, J. (1978). Psychometric Theory, 2nd ed., NY: McGraw-Hill.
Ohanian, Roobina (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, Vol.19, pp.39-52.
Ohanian, Roobina (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase, Journal of Advertising Research, Vol.31, pp.46-54.
Park, Cheol and Thae Min Lee (2009). Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type, Journal of Business Research,Vol.62, pp.61-67.
Park, Do-Hyung and Jumin Lee (2008). eWOM Overload and Its Effect on Consumer Behavioral Intention Depending on Consumer Involvement, Electronic Commerce Reserarch and Applications, Vol.7, pp.386-398.
Park, Do-Hyung and Sara Kim (2008). The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-Mouth via Online Consumer Reviews, Electronic Commerce Research and Applications, Vol.7, pp.399-410.
Park, Do-Hyung, Jumin Lee and Ingoo Han (2007). The Effects of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement, International Journal of Electronic Commerce, Vol.11, No.4, pp.125-148.
Petty, R. E, J. T. Cacioppo and R. Goldman (1981). Personal Involvement as a Determinant of Argument-Based Persuasion, Journal of Personality and Social Psychology, Vol.41, pp.847-855.
Petty, R. E. and J. T. Cacioppo (1981). Attitude and Persuasion: Classic and Contemporary Approaches, IA: Wm C. Brown.
Petty, R. E. and J. T. Cacioppo (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change, NY: Springer-Verlag.
Reichheld, F. F. and W. E. Sasser, Jr. (1990). Zero Defections: Quality Comes to Services, Harvard Business Review, September/October, Vol. 68, pp.105-111.
Rezabakhsh B., D. Bornemann, U. Hansen and U. Schrader (2006). Consumer Power: A Comparison of the Old Economy and the Internet Economy, Journal of Consumer Policy, Vol.29, No.1, pp.3-36.
Rhine, R. J. and L. J. Severance (1970). Ego-Involvement, Discrepancy, Source Credibility and Attitude Change, Journal of Personality and Social Psychology, Vol.16,No.2, pp.175-190.
Richins, M. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing, Vol.47, No.1, pp.68-78.
Roberson, T. S. (1976). Low-Commitment Consumer Behavior, Journal of Advertising Research, Vol.16, pp.19-24.
Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavior Sciences, NY: Holt, Rinehart and Winston.
Rosenberg, M. J. and J. C. Hanland (1960). Low-Commitment Consumer Behavior, Journal of Abnormal and Social Psychology, Vol.2, pp. 367-372.
Schiffman, L. G. and L. L. Kanuk (2006). Consumer Behavior, 9th ed., Prentice Hall Inc.
Scott B. MacKenzie and Richard A. Spreng (1992). How Does Motivation Moderate the Impact of Central Processing on Brand Attitudes and Intentions? Journal of Consumer Research, Vol.18 ,March, pp.519-529.
Settle, R. and L. Golden (1974). Attribution Theory and Advertiser Credibility, Journal of Marketing Research, Vol.11, No.2, pp.181-185.
Sherif, M. and C. I. Hovland (1961). Social Judgement Assimilation and Contrast Effects in Communication and Attitude Change, Yale University Press.
Sherif, M. and C.I. Hovland (1961). Social Judgement: Assimilation and Contrast Effects in Communication and Attitude Change, New Haven, CT: Yale University Press.
Sheth, Jagdish N. and M. Venkatesan (1968). Risk Reduction Process in Repetitive Consumer Behavior, Journal of Marketing Research, Vol.5, pp.307-310.
Simon, J. L. (1971). The Management of Advertising, Engelwood Cliffs, 1st., New York, Prentice Hill.
Simpson, E. K. and C. K. Ruel (1980). A Scale for Source Credibility, Validated in the Selling Context, The Journal of Personal Selling and Sales Management, Vol.12, pp.17-25.
Singh, J. (1990). Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation across Three Service Categories, Journal of the Academy of Marketing Science, Vol.18, No.1, pp.1-15.
Smith, D., S. Menon and K. Sivakumar (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets, Journal of Interactive Marketing, Vol.19, No. 3, pp.15-37.
Smith, Robert E. and Christine A. Vogt (1995). The Effects of Integrating Advertising and Negative Word of Mouth Communications on Message Processing and Response, Journal of Consumer Psychology, Vol.4, No. 2, pp. 133-152.
Stauss, B. (2000). Using New Media for Coustomer Interaction: A Challenge for Relationship Marketing, in: T. Henning-Thurau and U. Hansen (Eds.), Relationship Marketing, Springer, Berlin.
Still, R. R., J. H. Barnes and M. E. Kooyman (1984). Word-of-Mouth Communication in Low-Risk Product Decisions, International Journal of Advertising, Vol.3, No.4, pp.335-345.
Vakratsas, D. and T. Ambler, (1999). How Advertising Works: What Do We Really Know? Journal of Marketing, Vol.63, No.1, pp.26-43.
Vessey, I. and D. Galletts (1991). Cognitive Fit: An Empirical Study of Information Acquisition, Information System Research, Vol.2, No.1, pp.63-84.
Voss, K. E., E. R. Spangenberg and B. Grohmann (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, Journal of Marketing Research, Vol.40, No.3, pp.310-320.
Wangenheim, F. V. and T. Bayon (2004). The Effect of Word of Mouth on Services Switching: Measurement and Moderating Variables, European Journal of Marketing, Vol.38, No.9/10, pp.1173-1185.
Ward, J. C., and A. L. Ostrom (2003). The Internet as Information Minefield: An Analysis of the Source and Content of Brand Information Yielded by Net Searches, Journal of Business Research, Vol.56, No.11, 907-914.
West, D. (1994). Validating A Scale for The Measurement of Credibility: A Covariance Structure Modeling Approach, Journalism Quarterly, Vol.71, No.1, pp.159-168.
Wilkie, William (1986). Consumer Behavior, New York: John Wiley and Sons, Inc.
Woodside, A. G. and W. J. Davenport (1974). The Effect of Salesmen Similarity and Expertise in Consumer Purchasing Behavior, Journal of Marketing Research, Vol.11, pp.198-202.
Yeung, C. W. M. and Jr., R. S. W. (2004). Affect, Appraisal, and Consumer Judgment, Journal of Consumer Research, Vol.31, No.2, pp.412-424.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct, Journal of Consumer Research, Vol.12, No.3, pp.341-353.
Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, Vol.23, pp.59-70.
Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, Vol.23, pp.59-70.
Zaltman, G. and M. Wallendorf (1983). Consumer Behavior: Basic Finding and Management Implication, John Wiley & Sons.
Zhang, Y. and R. Buda (1999). Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages, Journal of Advertising, Vol.28, No.2, pp.1-15.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 汪志堅、李欣穎(2005)。來源可信度、情感認同與涉入程度對網路謠言闢謠效果之影響,管理學報,第22卷,第3期,頁391-413。
2. 汪志堅、李欣穎(2005)。來源可信度、情感認同與涉入程度對網路謠言闢謠效果之影響,管理學報,第22卷,第3期,頁391-413。
3. 林家五、宋進福(2008)。消費者對價格保證策略的反應:知覺可信度的效果。臺大管理論叢,第18卷,第2期,頁197-228。
4. 林家五、宋進福(2008)。消費者對價格保證策略的反應:知覺可信度的效果。臺大管理論叢,第18卷,第2期,頁197-228。
5. 林陽助、廖榮文(2001)。品牌概念形象與廣告訴求對廣告效果之影響,東吳經濟商學學報,第35期,頁75-106。
6. 林陽助、廖榮文(2001)。品牌概念形象與廣告訴求對廣告效果之影響,東吳經濟商學學報,第35期,頁75-106。
7. 林隆儀、曾冠雄(2008)。廣告代言人與廣告訴求方式對廣告效果影響之比較-自我監控的干擾效果,企業管理學報,第76期,頁81-128。
8. 林隆儀、曾冠雄(2008)。廣告代言人與廣告訴求方式對廣告效果影響之比較-自我監控的干擾效果,企業管理學報,第76期,頁81-128。
9. 凌儀玲、劉宜芬(2008)。廣告訊息之理解與說服效果:捷思式-系統式訊息處理觀點,管理學報,第25卷,第5期,頁487-503。
10. 凌儀玲、劉宜芬(2008)。廣告訊息之理解與說服效果:捷思式-系統式訊息處理觀點,管理學報,第25卷,第5期,頁487-503。
11. 祝鳳岡(1995),廣告感性訴求策略之策略分析,廣告學研究,第五集,台北:國立政治大學廣告學系。
12. 祝鳳岡(1995),廣告感性訴求策略之策略分析,廣告學研究,第五集,台北:國立政治大學廣告學系。
13. 陳正男、丁學勤、林素吟、劉若蘭(2005)。廣告的訊息訴求方式、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響,中山管理評論,第13卷,第1期,頁107-142。
14. 陳正男、丁學勤、林素吟、劉若蘭(2005)。廣告的訊息訴求方式、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響,中山管理評論,第13卷,第1期,頁107-142。
15. 練乃華(2003)。口耳相傳訊息之傳播及對消費者購買行為之影響:文獻回顧與評論,中山管理評論,第十一卷,第二期,頁283-307。