傳統上認為強大的品牌知名度可以影響消費者的購買意願，更可以為企業帶來龐大的利潤，因此許多企業花費龐大的資源打造強勢品牌與提升品牌知名度，但是卻忽略了口碑傳播的重要性。隨著網際網路的逐漸發展與普及，已經改變了民眾的消費習性，越來越多的消費者透過網際網路與世界各地的消費者分享他們使用產品與服務的經驗，也有越來越多的消費者透過網際網路來獲取關於產品與服務的資訊，因此網路口碑傳播的重要性與影響性已經大於傳統口碑的傳播方式。本研究以墾丁地區的住宿飯店為例，探討住宿飯店的品牌知名度高低，與網路口碑訊息的正負面對消費者購買意願是否有影響，並且以消費者的涉入程度為干擾變數，了解品牌知名度與購買意願、網路口碑與購買意願之間的關係是否會受到消費者涉入程度的干擾。
本研究分別挑選了墾丁地區住宿飯店品牌知名度高與品牌知名度低的兩家飯店，並且上網搜尋關於這兩家住宿飯店的網路口碑訊息，以有到過墾丁地區住宿的消費者為目標受訪者進行調查。根據本研究發現墾丁地區住宿飯店品牌知名度的高低確實會對消費者的購買意願造成影響，品牌知名度越高則消費者的購買意願越高。另外網路口碑訊息的正負面亦會影響消費者的購買意願，當網路口碑訊息為負面時，確實會降低消費者的購買意願，而網路口碑訊息對購買意願的影響大於品牌知名度對購買意願的影響。然而消費者的涉入程度卻無法對品牌知名度、網路口碑訊息對購買意願的關係起干擾作用。最後，根據研究的結論給予企業管理者一些實務上之建議。

Traditionally speaking, some firms believe that great brand awareness will affect consumers’ purchasing intention and bring much more profit in returns. Hence, a large number of entrepreneurs are spending a tremendous amount of capital on enhancing their brands and brand awareness but they often ignore the importance of word-of-mouth communication on internet. Recently, the internet has become much more popular and common than decades ago and such channel has changed consumers’ purchasing habits. In fact, there are more consumers who share their experience on those products and services that they have used through internet. Furthermore, there are also more consumers who use internet to receive the information that they need for specific products and services. Thus, the importance and effectiveness of “word-of-month of communication” on internet are much more important than the traditional “word-of-mouth communication”. This research study will be focused on hotels in Kenting area to discuss the effectiveness of purchasing intentions based on the brand awareness of that hotel and messages from the word-of-mouth communication on internet. More importantly, this research study will use customers’ involvement as moderators to further understand the relationships between brand awareness & purchasing intentions, and word-of-mouth communication on internet & purchasing intentions.
This research study has chosen two hotels in Kenting area. One hotel has high brand awareness while the other one has low brand awareness. This dissertation has also conducted on-line research based on their word-of-mouth communication on internet and the questionnaire participants are customers who have been to Kenting hotels. After collecting all data, this research has discovered that a hotel’s brand awareness will affect customers’ purchasing intentions. In other words, higher the brand awareness, more purchasing intentions from consumers. In addition, messages from word-of-mouth communication on internet will also affect customers’ purchasing intentions. When the word-of-mouth communication on internet is negative, there will be fewer customers with lower purchasing intentions. Yet, the messages from word-of-mouth communication on internet will have higher effectiveness than the brand awareness of that specific hotel. Nevertheless, consumers’ involvement will not affect the brand awareness, word-of-mouth communication on internet, and purchasing intentions. Last, the conclusion of this research study will provide some practical recommendations for hotel owners.
Key words: brand awareness, word-of-mouth on internet, customers’ involvement, and purchasing intentions.

中文摘要 i
Abstract ii
表目錄 v
圖目錄 vii
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 4
第四節 研究範圍與對象 5
第二章 文獻探討 6
第一節 品牌知名度相關文獻 6
第二節 網路口碑相關文獻 10
第三節 涉入程度相關文獻 14
第四節 購買意願相關文獻 17
第五節 文獻總結與評述 18
第三章 個案介紹 21
第一節 產業背景 21
第二節 個案介紹 24
第四章 研究方法 32
第一節 研究架構與假說建立 32
第二節 研究設計 36
第三節 研究變數操作性定義與衡量 39
第四節 問卷設計與訪談方式 42
第五節 資料蒐集方法 50
第六節 資料分析方法 52
第五章 資料分析 53
第一節 問卷回收與樣本整理 53
第二節 敘述性統計分析 55
第三節 效度與信度分析 70
第四節 變數檢定 72
第五節 假說檢定 73
第六章 結論與建議 84
第一節 結論 84
第二節 實務建議 87
第三節 研究價值與貢獻 89
第四節 研究限制與未來研究建議 90
參考文獻 91
附 錄 98

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