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研究生:徐孟維
研究生(外文):Hsu,MengWei
論文名稱:產品涉入、贊助式推薦文態度與購買意願關係之研究
論文名稱(外文):The Relationship Between Product Involvement, Attitude of Sponsored Recommendations and Purchase Intention.
指導教授:盧龍泉盧龍泉引用關係
指導教授(外文):Lu,LongChuan
口試委員:池進通沈宗奇
口試委員(外文):Chih,JinTonShen,ChungChi
口試日期:2011-07-22
學位類別:碩士
校院名稱:國立中正大學
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:2011
畢業學年度:99
語文別:中文
論文頁數:80
中文關鍵詞:使用者產生內容線上消費者評論推薦文贊助式推薦文態度產品涉入線上購物經驗性別購買意願
外文關鍵詞:user-generated contentonline consumer reviewsrecommendationsattitude toward sponsored recommendationsproduct involvementonline shopping experiencegenderpurchase intention
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  2009年美國聯邦貿易委員會(FTC)修正「廣告推薦與鑒定使用管理指南」,其中規定,部落客若是收取酬勞或類似酬勞而撰寫見證文章,則必需揭露他們和廣告商之間的關係,若未依法揭露,最高可罰1.1萬美金!此外,國內消基會也在2010年嚴正聲明部落客推薦,即為「薦證式廣告」,以上兩項舉動皆是想要抑制近年部落格推薦文廣告化的歪風。
  上有政策,下有對策。在政府相關單位關注之下,產生了一種新的行銷手法,也就是贊助式推薦文的活動。贊助式推薦文使用模糊的揭露方式,一方面因應政府的介入;另一方面維持推薦文對網友的影響力。而這樣的新手法在過去國內外的研究並不多見,因此本研究將贊助式推薦文為主軸,探討贊助式推薦文是如何形成以及它包含哪些元素;另外更進一步地從消費者的角度去探討在怎樣的特徵之下會影響觀看贊助式推薦文的態度;此外,為了測試贊助式推薦文的行銷效果本研究再用購買意願來探討兩者之間的關係。
  研究者選取「產品涉入」、「線上購物經驗」與「性別」當作消費者特徵,以2x2的實驗組合來研究對贊助式推薦文態度的影響,其中把線上購物經驗當作共變量來探討之。本研究用2-way ANCOVA來分析消費者特徵的反應,而購買意願採用迴歸模型來探討。本研究的結果如下:
 一、消費者的產品涉入程度會顯著影響他對贊助式推薦文的態度。
 二、消費者線上購物經驗部份影響贊助式推薦文的態度。
 三、性別並無顯著影響贊助式推薦文的態度。
 四、消費者對贊助式推薦文的態度會正向影響消費者的購買意願。

  本研究是一項初步探討贊助式推薦文的研究,首先讓讀者了解贊助式推薦文的來龍去脈以及它所包含的元素與範圍;接者從消費者導向的觀點來探究彼此之間的影響關係;最後,從本研究的結果給予行銷意涵供實務參考並且指出本研究的限制與未來研究方向協助後續者連接贊助式推薦文的拼圖。

 In 2009 the US Federal Trade Commission (FTC) revises “the advertisement recommendation and the appraisal use management guide”, stipulated that if the blogger get reward or similar reward to write the testimony article, then essential exposes between them and advertising agent's relations, if has not exposed legally, highest may punish 11,000 dollars! In addition, in 2010 the Consumers’Foundation, Chinese Taipei (CFCT) also solemn state bloggers to recommend, will be “recommends the card type advertisement”. The above two actions are all to suppress recent years blog recommendation article advertisement.
 Under the government units pay attention, has had one new marketing technique, is also the sponsored recommendations activity. sponsored recommendations use fuzzily disclosing way, on the one hand in accordance to government's involvement; On the other hand maintain recommendations to net friend's influence. But such new technique saw not much in the past domestic and foreign research, therefore this research sponsored recommendations will be a main axle, how did the discussion sponsored recommendations is form as well as it contains which elements; Moreover we will from consumer’s angle further discuss what kind of characteristics will affect the attitude of onlooking sponsored recommendations; In addition, to test the sponsored recommendations marketing effect this research use the purchase intention to discuss between both relations again.
 The researchers selected "product involvement", "online shopping experience" and "gender" as a consumer feature, combined with 2x2 experiment to study the attitude toward sponsored recommendations, which the online shopping experience as covariates to of it. This study used 2-way ANCOVA to analyze the response characteristics of the consumer, and used regression models to explore the purchase intention. The results of this study are as follows: First, the product involvement affects attitude toward sponsored recommendations. Second, the online shopping experience partial affects attitude toward sponsored recommendations. Third, gender does not affect the attitude toward sponsored recommendations. Final, the attitude toward sponsored recommendations positively affects purchase intention.
 This research is a preliminary to study sponsored recommendations; First, lets the reader to understand elements and scope of the sponsored; Second, form consumer’s viewpoint to explore between each other's influence relations; Finally, gives the practice marketing mean and points out this research the limit and further research way.

目錄
摘要 i
目錄 iv
表目錄 vi
圖目錄 vii
第一章  緒論 1
第一節 研究的背景 1
第二節 研究的重要性 3
第三節 文獻總覽 5
第四節 研究的缺失 6
第五節 研究目的 9
第六節 研究範圍 9
第七節 研究流程 10
第二章 文獻探討 12
第一節 產品涉入程度 12
第二節 線上購物經驗 14
第三節 使用者產生內容 17
第四節 線上消費者評論 19
第五節 贊助式推薦文 21
第六節 贊助式推薦文態度 27
第七節 購買意願 29
第三章 研究架構與假設 30
第一節 研究架構 30
第二節 研究假設 31
第四章 研究方法 36
第一節 實驗設計 36
第二節 操作性定義與樣本設計 39
第三節 前測 43
第四節 實驗步驟與過程 44
第五章 研究分析與結果 45
第一節 基本分析 45
第二節 網路與紙本問卷母體無差異檢定 48
第三節 正式問卷有效樣本數衡量 49
第四節 假設檢定 49
第六章 結論與建議 53
第一節 結論 53
第二節 行銷意涵 57
第三節 研究限制 57
第四節 未來研究建議 58
參考文獻 60
附錄一 前測問卷之高低涉入產品挑選 70
附錄二 正式問卷之高涉入產品 73
附錄三 正式問卷之低產品涉入 77

表目錄
表 1社群媒體使用者與推薦文之間的關係 10
表 2使用者產生內容分類表 18
表 3高低涉入產品平均值與信度測試表 36
表 4高低涉入產品t檢定測試表 37
表 5實驗設計彙整表 39
表 6贊助式推薦文態度量表 40
表 7高低涉入產品量表 41
表 8線上購物經驗量表 42
表 9購買意願量表 42
表 10正式問卷信度分析表 43
表 11KMO與Bartlett檢定 43
表 12因素分析結果 44
表 13正式問卷基本分析 45
表 14網路與紙本問卷之卡方檢定 48
表 15網路與紙本問卷之t檢定 48
表 16有效樣本分布狀況 49
表 17消費者特徵變數對贊助式推薦文的分析結果 49
表 18高低產品涉入的分析 50
表 19參數估計值表 50
表 20贊助式推薦文態度對購買意願迴歸模型分析結果 51
表 21實驗假設驗證種表 52

圖目錄
圖 1研究流程圖 11
圖 2三者關係圖 26
圖 3研究架構 30


一、中文部份
傅毓亭(2010),部落格倫理:探討代寫文在信任與購買意願之角色,國立中正大學行銷管理研究所碩士論文。
許元義(2010),對部落格泰寫文的態度:部落客可否使其減緩,國立中正大學行銷管理研究所碩士論文。
陳建翰(2003),產品涉入程度, 品牌形象, 品牌權益與顧客回應間之關係探討, 國立東華大學企業管理研究所碩士論文。
陳正宣(2009),線上旅遊網站橫幅廣告之顏色對點閱意願及廣告態度影響之研究—以性別為干擾變數探討,中國文化大學國際貿易學系碩士論文。
陳碩珮、楊宗欣、張嘉穎、江宜玲(2008),置入式廣告與一般廣告的廣告效果的比較--以產品涉入與品牌知名度為干擾變數,(國際貿易系) 行政院國家科學委員會專題研究計畫,NSC 96-2416-H-168-003。
張櫻馨(2007),從顧客價值觀點探討網路商店創新之研究-以T購物網之獨家代理為例,私立明志科技大學工業管理研究所碩士論文。
張淑慧(2008),部落格口碑的廣告效果之研究,國立台北大學企業管理研究所碩士論文。

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