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研究生:陳威伶
論文名稱:電影資訊對消費者態度的影響-以涉入程度和口碑信任度為調節變數
指導教授:韓志翔韓志翔引用關係
學位類別:碩士
校院名稱:國立政治大學
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:2010
畢業學年度:98
語文別:中文
論文頁數:66
中文關鍵詞:口碑行銷深思熟慮可能性模式涉入程度信任程度
外文關鍵詞:Word of mouthElaboration Likelihood ModelInvolvementtrust
相關次數:
  • 被引用被引用:4
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
電影屬於服務的一種,具有抽象與體驗消費的特性,因此,消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險,他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度,以協助其進行購買決策。其中,又因口碑為消費者之間一種非商業化、非正式的溝通,多為消費者個人的經驗分享,較一般公司網站與商業廣告更為公正客觀,也更容易獲得信任,在電影行銷的過程中扮演非常重要的角色。

不同於過去的研究,本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊,再加入消費者的「涉入程度」與「口碑信任度」為調節變數,分別探討它們對於消費者態度的影響。

經兩次前測後發放正式問卷,共回收233份有效問卷,主要研究發現如下:
1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。
2.消費者涉入程度的調節效果相當有限,但其本身對消費者態度即具有非常大的影響力。
3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用,但反而會減弱周邊線索口碑資訊對態度的影響力。

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 文化創意產業 7
第二節 深思熟慮可能性模式 11
第三節 口碑 15
第四節 涉入程度 18
第五節 口碑來源信任度 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 變數定義與衡量 28
第四節 問卷發展流程與前測 31
第五節 研究設計與資料分析方法 34
第四章 研究結果 36
第一節 敘述性統計分析 36
第二節 信度分析 40
第三節 迴歸分析 41
第五章 結論與建議 46
第一節 結論與討論 46
第二節 貢獻與建議 49
第三節 研究限制與未來研究建議 51
第六章 參考資料 53
附件:正式問卷 58

圖目錄
圖1.1 本研究流程圖 6
圖2.1 深思熟慮可能性模式概念圖 14
圖2.2 涉入概念圖 21
圖3.1 研究架構圖 26
圖3.2 問卷發展流程圖 31
圖3.3 電影板發文內容 34
圖4.1 研究架構圖(修正後) 45

表目錄
表2.1 文化創意產業之範疇與其主管機關 8
表2.2 2002-2007年台灣文化創意產業概況 8
表2.3 電影事業概況(單位:家) 9
表2.4 台北市首輪院線電影票房統計(單位:千元) 10
表2.5 台灣影史十大賣座華語片(光復後) 10
表2.6 台灣影史十大賣座電影 10
表2.7 涉入的定義 19
表2.8 消費者購買決策歷程 21
表2.9 高/低涉入比較表 22
表3.1 涉入程度量表 29
表3.2 前測一信度分析表 32
表3.3 前測二信度分析表 33
表4.1 人口統計變數 37
表4.2 研究變數填答情況 38
表4.3 信度分析 40
表4.4 迴歸分析係數表 41
表4.5 迴歸分析模式摘要表 41
表4.6 迴歸分析係數表 42
表4.7 迴歸分析模式摘要表 42
表4.8 迴歸分析係數表 43
表4.9 迴歸分析模式摘要表 43
表4.10 迴歸分析係數表 44
表4.11 迴歸分析模式摘要表 44
表4.12 研究假設檢定結果 45

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張肇鐘. (2005). 明星球員與球團特性對球隊態度、滿意度及忠誠度之影響-以中華職棒La New熊隊為例. 國立政治大學.
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