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研究生:呂明修
研究生(外文):Ming-Hsiu Lu
論文名稱:網路訊息內容與網路口碑評價對口碑傳遞行為與消費者購買意願之影響
論文名稱(外文):The influence of the contents of online customer review and eWOM on the spread of WOM and consumers’ purchasing intention
指導教授:何淑熏何淑熏引用關係
指導教授(外文):Shu-Hsun Ho
學位類別:碩士
校院名稱:靜宜大學
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:52
中文關鍵詞:訊息品質購買意願口碑
外文關鍵詞:purchase intentionquality of massageword-of-mouth
相關次數:
  • 被引用被引用:4
  • 點閱點閱:1606
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
本研究主要是探討產品的網路評價的品質中訊息的文字長度以及內容詳細對消費者購買意願產生之影響。由於購買產品之前無法直接評斷產品的品質,所以消費者在購買前為了要提升對產品的了解,會常利用口碑的輔助進行購買決策。隨著網路平台的蓬勃發展,口碑不再是透過面對面的方式傳遞,消費者能更輕易的獲得大量的產品資訊。網路評價提供消費者在購買前可先參考其他消費者的經驗分享,藉此降低購買風險。也由於網路提供了使用者匿名的方式,使用者可以毫無限制的發表對於產品的評價,造成網路上的口碑大量的產生。面對數量龐大的網路評價,其內容的品質是否為影響購買意願的因素,是本研究的主要探討問題。本研究方法將針對電影產業,以2×2×2實驗設計的方式進行,分析方法則採用三因子多變量分析。之所以選擇電影產業,是因為口碑對電影票房的影響相當大,特別是剛上映這段期間更是如此,且由於電影是屬於體驗式的商品,消費者無法直接判斷該電影的品質,所以消費者常藉由搜集大量的資訊來幫助其做選擇,因此網路口碑的品質就顯得格外重要。
This study is investigating how the length of a sentence and the detail of its content influence consumers’ purchasing intention in the qualities of online customer review. Because it is hard to estimate the quality of a product before purchasing, consumers usually make their decisions by searching for its evaluation online to have better understandings of a product. With the rapid development of the internet, electric word-of-mouth (eWOM) is no longer spread by talking face to face and consumers can get mass information of a product more easily than before. The online evaluation system provides other consumers’ experiences as reference for one to decrease the risks of purchasing. Moreover, the internet also provides a platform where the users may post their messages or articles anonymously without limitation so eWOM has been increased massively. Therefore, this study aims to talk about if the large number of eWOM influences the factors of consumers’ purchasing intention when consumers encounter such mass eWOM. This study uses experimental design with 2×2×2=8 treatments and chooses movies as the experimental product.
謝誌 I
摘要 II
Abstract III
目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧與探討 5
第一節 口碑 5
第二節 網路口碑 6
第三節 口碑傳遞 7
第四節 訊息品質 8
第三章 研究方法 10
第一節 研究架構 10
第二節 實驗設計 10
第三節 情境內容一致性 12
第四節 變數定義與衡量 15
第四章 資料分析 17
第一節 樣本之基本特性分析 17
第二節 因素分析 19
第三節 各構面信度分析 21
第四節 相關分析 22
第五節 人口統計變數之分析結果 23
第六節 文字長度與內容詳細對購買意願及口碑傳遞之三因子變異數分析 26
第五章 結論 36
第一節 研究結論 36
第二節 研究貢獻 38
第三節 研究限制 38
第四節 未來研究建議 39
參考文獻 40
附錄 問卷 43
附錄2 情境內容 46
附錄3 刪除之情境內容 49
一、中文部分
TWNIC財團法人台灣網路資訊中心,2009年「台灣寬頻網路使用調查」,http://stat.twnic.net.tw/
邱皓政(2005)。社會與行為科學的量化研究與統計分析。臺北市:五南圖書出版股份有限公司
二、英文部分
Arndt, J. (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, Vol. 4, No. 3, pp.291-295.
Baker, Michael J. and Churchill Jr., Gilbert A. (1977), “The Impact of Physically Attractive Models on Advertising Evaluations,” Journal of Marketing Research, Vol. 14, No. 4, pp.538-555.
Chevalier, Judith A. and Mayzlin, Dina (2006), “The effect of word of mouth on sales: online book reviews,” Journal of Marketing Research, Vol. 43, No. 3, pp. 345-354.
Cheung, Christy M. K. and Lee, Matthew K. O. (2008), “The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities,” Internet Research, Vol. 18, No. 3, pp. 229-247.
Chiou, Jyh- Shen and Cheng, Cathy (2007), “Should a company have message boards on its web sites?” Journal of Interactive Marketing, Vol. 17 No. 3, pp. 50-61.
Coombs, W. Timothy and Holladay, Sherry J. (2007), “The negative communication dynamic exploring the impact of stakeholder affect on behavioral intentions,” Journal of Communication Management, Vol. 11, No. 4, pp. 300-312.
Goldsmith, R.E. and Horowitz, D. (2006), “Measuring motivations for online opinion seeking”, Journal of Interactive Advertising, Vol. 6, No. 2, pp. 1-16.
Huang, Li-Shia, Chou, Yu-Jen and Lin, Che-Hung (2008), “The Influence of reading motives on the responses after reading Blogs,” Cyberpsychology & Behavior, Vol. 11, No. 3, pp. 351-355.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G.. and Gremler, D. D. (2004), “Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?, ” Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
Kiecker, Pamela and Cowles, Deborah (2001), “Interpersonal Communication and Personal Influence on the Internet_ A Framework for Examining Online Word-of-Mouth,” Journal of Euromarketing, Vol. 11, No. 2, pp.71-88.
Lee, Mira and Youn, Seounmi (2009), “Effects of Word-of-Mouth- How eWOM platforms influence consumer product judgement,” International Journal of Advertising, Vol. 28, No. 3, pp. 473-499.
Mayzlin, Dina (2006), “Promotional chat on the Internet,” Marketing Science, Vol. 25, No. 2, pp. 155-163.
Mudambi, Susan M. and Schuff, David (2010), “What makes a helpful online review? A study of customer reviews on Amazon.Com.,” MIS Quarterly, Vol. 34, No. 1, pp. 185-200.
Park, Do-Hyung and Kim, Sara (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, No. 4, pp. 399-410.
Trusov, Michael Randolph E. Bucklin, & Koen Pauwels (2009), “Effects of Word-of-Mouth versus traditional marketing findings from an Internet social networking site,” Journal of Marketing, Vol. 73, No. 5, pp. 90-102.
Park, Do-Hyung, Lee, J. & Han, I. (2007), “The Effect 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
Song, Ji Hee and Zinkhan, George M. (2008), “Determinants of Perceived Web Site Interactivity,” Journal of Marketing, Vol. 72, No. 2, pp. 99-113.
Zhu, Feng and Zhang, Xiaoquan Michael (2010), “Impact of Online Consumer Reviews on Sales:The Moderating Role of Product and Consumer Characteristics,” Journal of Marketing, Vol. 74, No. 2, pp.133-148.
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