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研究生:林展延
研究生(外文):Chan-Yen Lin
論文名稱:產品知識與網路口碑對網路合購意願之研究
論文名稱(外文):The Study of Product Knowledge and Online Word-of-mouth on the Online Group-buying Intention
指導教授:鍾育明鍾育明引用關係
指導教授(外文):Yu-Ming Chung
口試委員:鍾育明童惠玲丁冰和
口試委員(外文):Yu-Ming ChungHui-Ling TungPing-Ho Ting
口試日期:2010-12-29
學位類別:碩士
校院名稱:大葉大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
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:85
中文關鍵詞:產品知識口碑電子口碑網路口碑網路合購購買意願
外文關鍵詞:product knowledgeword-of-mouthelectronic word-of-mouthonline word-of-mouthonline group-buyingpurchase intention
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網路合購是近幾年來非常熱門且受歡迎的購物方式。它具有一些吸引人的優點,包括用較便宜的價格買到商品、能夠節省運費和購物時間,能夠加入合購家族認識更多新朋友等。尤其在經濟不景氣時,網路合購不但幫助消費者省下不少錢,也為許多店家帶來無窮的商機。因此網路合購的發展速度愈來愈快,也得到眾多網友的青睞與喜愛。
通常消費者在購買產品之前,會先對產品進行評估。評估產品時的重要依據就是消費者本身具備的產品知識。此外,還可以透過社群討論、部落格等管道所獲得的網路口碑訊息來評估產品,以便做出最後的購買決策。任何的購買可能隱藏風險。如果消費者具備足夠的產品知識或掌握充份的口碑資訊,就可以有效降低購買的風險,並影響消費者的購買意願及購買決策。因此本研究擬針對產品知識與網路口碑對消費者的網路合購意願之相關性作探究。
本研究得到的研究結果如下所示:
1.消費者具備的產品知識程度愈高,消費者的網路合購意願就愈高。
2.當網路口碑傳播者的可信度和專業度愈高,消費者的網路合購意願就愈高。
3.消費者的產品知識程度愈高,對網路口碑就愈重視。
4.消費者對網路口碑愈重視,愈能提升自身的產品知識程度。
5.人口統計變項中,除了性別和最高學歷外,其餘變項(包括年齡、職業、平均月收入、是否有網路合購經驗)對消費者的網路合購意願都會有顯著差異。
關鍵字:產品知識、口碑、電子口碑、網路口碑、網路合購、購買意願、網路合購意願

Online group-buying is a very popular shopping way in recent years. It has some attractive advantages, including the use of cheaper price to buy goods, to save freight and shopping time, to join group-buying family to know more new friends, etc. Especially in an economic downturn, online group buying will not only help consumers save lots of money, but also for many stores to bring endless business opportunities. Therefore, the development of online group buying is becoming more quickly, and be loved by many net users.
Before consumers purchase products, they will first evaluate products. An important basis for product evaluation is the consumer's product knowledge. In addition, Consumers can evaluate products and make the final purchase decision with online word-of-mouth through community discussions, blogs and other online channels. Any purchase may hide risks. If consumers have sufficient product knowledge or grasp full the word-of-mouth, they can effectively reduce the risk of buying and influence their purchase intentions and purchase decisions. Therefore, this study is based on product knowledge and online word-of-mouth to explore the online group buying intention correlation.
The results of this study are as follows:
1. The higher the level of consumers’ product knowledge, the higher the consumer’s online group-buying intention.
2. The higher the online word-of-mouth communicator’s credibility and professional degree, the higher the consumer’s online group-buying intention.
3. The higher the level of consumers’ product knowledge, the more attention on the online word-of-mouth.
4. Consumers more emphasis on the online word-of-mouth, the more can promote their product knowledge degree.
5. In the demographic variables, in addition to gender and the highest level of education, the other variables (including age, occupation, average monthly income, whether online group buying experience) in the consumer’s online group-buying intention will have a significant difference.

keywords:
product knowledge, word-of-mouth, electronic word-of-mouth, online word-of-mouth, online group-buying, purchase intention, online group-buying intention.

中文摘要.....................iii
英文摘要.....................iv
誌謝辭......................vi
內容目錄.....................vii
表目錄......................ix
圖目錄......................xi
第一章 緒論...................1
第一節 研究背景.................1
第二節 研究動機.................4
第三節 研究目的.................6
第四節 研究流程.................7
第二章 文獻探討.................8
第一節 產品知識.................8
第二節 網路品碑.................13
第三節 網路合購.................23
第四節 購買意願.................33
第五節 產品知識、網路口碑與購買意願之關係....37
第三章 研究方法.................39
第一節 研究架構.................39
第二節 研究假設.................40
第三節 研究樣本與資料搜集............44
第四節 變數的操作性定義與衡量..........44
第五節 資料分析方法...............49
第四章 資料分析與研究結果............51
第一節 樣本特性之敘述性分析...........51
第二節 信度分析與效度分析............54
第三節 相關分析.................56
第四節 t檢定和單因子變異數分析.........59
第五節 迴歸分析.................64
第六節 假設檢定結果彙整.............65
第五章 結論與建議................67
第一節 研究結論.................67
第二節 實務建議.................69
第三節 研究限制.................71
第四節 未來研究方向...............71
參考文獻.....................73
中文項目.....................73
英文項目.....................75
附錄一 研究問卷.................81

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