臺灣博碩士論文加值系統

隨著Web2.0的發展，網路評論(e-WOM) 成為消費者取得資訊和提供消費相關意見的途徑。然而，過去的研究往往將焦點著重於正面口碑傳播機制的探討，且大多只集中在網路口碑對消費行為的影響以及訊息傳播的過程，未能完全衡量受測者的心理知覺。因此本研究透過展望理論與涉入的觀點來探討消費者對訊息處理的選擇路徑，並探討在不同的訊息特性以及呈現方式下，影響負面訊息對消費者心理認知和購買意願的因素。
本研究採用實驗室實驗法，實驗中操弄負面評論的訊息特性「論點品質 高/低」、「呈現順序 前/後」與「訊息數量 多/中/少」，並將之設為三個實驗分別進行，透過模擬的網路購物環境，讓受測者依序瀏覽3C產品「手機」、「相機」與「MP4」的相關評論後，進行問卷的填寫。
研究結果發現，網路負面評論的「論點品質」、「呈現順序」與「訊息數量」特性皆對消費者的認知風險、態度與購買意願有顯著影響，且消費者的風險認知確實產生負面的態度與購買意願。

With the development of Web2.0, e-WOM has become the pathway for consuner
To obtain and provide the information of consumer-related.However, past studies tend to focus on the spread of positive WOM, consumer behavior and information dissemination process.That may not measure the subject's spsychology of perception completely.
The study include：the aspects of prospect theory and involvement theory. In order to discuss that onsumers choose which path of the message processing, and explore the impact of negative information on consumer perceived and purchase intention.
This research adopts the experimentation by desiging the message characteristics "argument quality high / low", "presentation order before / after" and "the messages quantity numerous / medium / small". There are three experiments were conducted
through simulated online shopping environment for the subject reading the related comments of 3C products including "mobile phone", "camera" and "MP4".
In the results of study we can find that the characteristics of negative e-WOM including "argument quality", "presentation order" and "the messages quantity" will influence the consumer’s risk perceived,attitude and purchase intention.

中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第二章 文獻探討 4
第一節 展望理論 ( Prospect theory ) 4
一、 展望理論的緣起 4
二、 展望理論的階段 5
三、 展望理論的特性 8
四、 展望理論的延伸效應 8
五、 小結 9
第二節 網路口碑 10
一、 網路口碑之定義與形式 10
二、 傳統口碑與網路口碑的差異 12
三、 負面評論 14
第三節 訊息特性 16
一、 訊息數量 16
二、 論點品質 17
第四節 認知風險 18
一、 認知風險的定義 18
二、 知覺風險構面 19
第五節 態度 21
一、 態度的定義 21
二、 構成態度的主要成分 22
第六節 購買意願 22
第七節 涉入程度 23
一、 涉入的定義 23
二、 涉入的分類 24
三、 思考可能性模型(Elaboration Likelihood Model, ELM ) 25
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究變數定義與操作化 33
第四節 研究設計 36
第五節 問卷設計 39
第六節 資料分析方法與工具 41
第四章 資料分析 42
第一節 敘述統計 42
第二節 信效度檢測 44
一、 信度分析 44
二、 效度分析 45
第三節 效果統計與分析 49
實驗一 論點品質 49
實驗二 呈現順序 60
實驗三 負評數量 70
第五章 結論與建議 82
第一節 研究結果與討論 82
實驗一 論點品質 82
實驗二 呈現順序 84
實驗三 負評數量 86
第二節 研究貢獻與實務界的建議 88
一、 研究貢獻 88
二、 實務界的建議 88
第三節 研究限制與未來研究建議 90
一、 研究限制 90
二、 未來研究建議 91
參考文獻 92
英文文獻 92
中文文獻 99

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