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研究生:黃雯燦
研究生(外文):Huang, Wentsan
論文名稱:口碑訊息對台日二國消費者影響之差異研究
論文名稱(外文):The influence of word-of-mouth on consumer behavior intention in Taiwan and Japan: A comparative study
指導教授:吳姮憓吳姮憓引用關係
指導教授(外文):Wu, Henghui
口試委員:黃文仙何淑熏
口試委員(外文):Huang, wenhsienHo, Shuhsun
口試日期:2011-05-26
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:93
中文關鍵詞:口碑產品喜好度口碑傳播網路口碑搜尋文化差異
外文關鍵詞:word-of-mouth (WOM)product preferenceWOM communicationsearching of WOM on Internetcultural differences
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以往研究發現口碑會影響消費者的購物決策。不過,口碑影響消費者行為的現象,在不同國家民族中會有何種差異,是目前研究上較為缺乏的。日本是亞洲最先進的國家之一,其消費行為多能帶動亞洲市場的潮流,台灣同為亞洲發展國家,雖然有許多與日本的相關資訊,卻鮮少有學者或研究人員探討台日間的消費者行為差異,尤其文化是行銷環境中重要的一環,對消費者的觀念與行為有根本與深遠的影響,因此本研究目的即是探討二國間不同文化的環境下口碑訊息對於消費者行為影響之差異。
本研究主要探究台日兩國消費者,其受到體驗品(餐廳)及搜尋品(數位相機)之正面口碑與負面口碑的情境操控影響下,台灣及日本二國的消費者會有何種差異反應。透過2*2*2實驗設計,蒐集211份有效問卷,結果發現:(1)台日二國消費者對口碑的信任無顯著差異。(2)台日二國消費者受到正負面口碑的影響對產品的喜好度並無顯著影響。(3)在口碑傳播上,不論是正面或負面口碑,台灣消費者都較日本消費者顯著地較會將口碑訊息再度傳播給他人。(4)網路口碑搜尋的習慣上,台日二國消費者無明顯差異。

Consumers’ purchasing decision had been found to be affected by Word-of-mouth (WOM) communication in previous studies. However, the researches on the different phenomenon of consumer behavior influenced by WOM in different countries were limited in the past. Japan is one of the most advanced countries in Asia and their consumer behavior usually leads the fashion trend in Asian markets. Taiwan is also a developed country in Asia and close to Japan geographically. Although there is a lot of information from and related to Japan, few investigations on the differences of consumer behavior between Taiwan and Japan had been done. Culture, in particular, plays an important role in the marketing environment, which affects consumers’ concepts and behaviors fundamentally and extensively. Therefore, the purpose of this study is to investigate the differences of consumer behavior influenced by WOM in different cultural environment between abovementionedtwo countries.
This research is focused on the different reactions of the consumers in both Taiwan and Japan and how they’re influenced by positive and negative WOM of experience goods (the restaurant) and searched goods (the digital camera) were investigated. The experimental design of factorial experiment (2 factors) was proposed and utilized; 211 valid questionnaires were collected and analyzed. The results showed that: (1) there was no significant difference of consumers on trusting WOM between Taiwan and Japan. (2) there was no significant difference of consumers on product preference between Taiwan and Japan. (3) Rely on WOM communication, whether positive or negative ones, Taiwanese consumers will spread their messages to others more noticeably than those in Japan. (4) There was no significant difference in the habit of searching WOM on the internet of the consumers between Taiwan and Japan.
目錄
謝誌 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討與研究假設 3
第一節 文化差異 3
第二節 口碑信任 6
第三節 產品喜好度 8
第四節 口碑傳播 10
第五節 口碑搜尋 13
第三章 研究方法 15
第四章 研究結果 24
第一節 樣本描述 24
第二節 信度與效度分析 27
第三節 前測之操弄檢定 31
第四節 相關分析 33
第五節 假設驗證分析 34
第六節 研究假設總覽 43
第五章 討論與建議 44
參考文獻 47
附錄一:中文問卷 54
附錄二:日文問卷 74


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