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研究生:呂文琴
研究生(外文):Wen-Chin Lu
論文名稱:網路口碑豐富性對口碑效果之影響
論文名稱(外文):The Richness of Online Word-of-Mouth Influence on WOM Effect
指導教授:蔡瑤昇蔡瑤昇引用關係
口試委員:耿慶瑞廖森貴佘日新林孟彥
口試日期:2011-06-24
學位類別:博士
校院名稱:國立臺北科技大學
系所名稱:工商管理研究所
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:96
中文關鍵詞:網路口碑豐富性知覺效力口碑效果刺激-有機體-反應紮根理論
外文關鍵詞:Richness of Online Word-of-Mouth (OWOM)Perceived EffectivenessWOM EffectStimulus-Organism-Response (SOR) ParadigmGrounded Theory
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本研究根據刺激-有機體-反應(SOR),針對網路口碑豐富性對接收者之口碑效果的影響提出研究模型;並進而應用紮根理論(Grounded Theory),經蒐集分析60名具有網路口碑使用經驗的受訪者資料,建構網路口碑豐富性(生動性、故事性、視覺提示)對接收者產生內在之知覺效力(說服力、資訊力、情境力)及外在之口碑效果(口碑失效、口碑意圖、購買意圖)的影響。此外,本研究操弄網路口碑豐富性(高/低)及口碑數量特性(多/少),將其分成四個實驗情境組,毎組各55名總計220名具網路口碑使用經驗的受測者參與實驗。研究結果指出,當網路口碑豐富性愈高時,對訊息接收者的知覺效力愈具顯著正影響;而當訊息接收者知覺效力愈高,則對口碑效果愈具顯著影響,亦即當知覺效力高時,有助於降低口碑失效、以及提高口碑意圖與購買意圖。再者,口碑數量會干擾口碑豐富性對接收者知覺效力的影響:當口碑數量多時,會增強豐富性對接收者知覺效力的影響,尤其在豐富性低的增強效果較為顯著;當口碑數量少時,會干擾豐富性對接收者知覺效力的影響,亦同樣在豐富性低的干擾效果較為顯著。最後,知覺效力在網路口碑豐富性對訊息接收者口碑效果之影響上,具顯著中介效果。

A causal conceptual model measuring the richness of online word-of-mouth influence on receivers’ WOM effect is proposed in this study based on the Stimulus-Organism-Response (SOR) paradigm. Applying Grounded Theory and analyzing the 60 interviewees who have the usage experience of OWOM, this study constructs the influence model of richness of word-of-mouth information (vividness, story-telling and visual cues) on receivers’ perceived effectiveness (persuasion, information and situation) and WOM effect (WOM failure, WOM intention and purchase intention). Besides, this study adopts four experiments design with richness of OWOM (higher/lower) and WOM volume (more/less). There are 220 OWOM users participated in this study. The results show that when the receivers receive the higher richness of WOM, they could increase receivers’ perceived effectiveness. And when the receivers have higher perceived effectiveness, they could decrease WOM failure and increase WOM intention and WOM effect. Additionally, WOM volume moderates the effects of receiver perceived effectiveness. Finally, the receiver’s perceived effectiveness mediator of the effects of richness of OWOM on their WOM effect.

摘 要 I
ABSTRACT II
誌 謝 III
目 錄 V
表目錄 VIII
圖目錄 IX
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究方法與流程 5
1.3.1 研究方法 5
1.3.2 研究流程 6
第二章 文獻回顧 7
2.1 網路口碑 7
2.1.1 口碑特性 8
2.1.2 口碑豐富性 9
2.2 口碑對訊息接收者的影響 11
2.2.1 口碑刺激-有機體-反應模式(SOR Model) 11
2.2.2 知覺效力 13
2.2.3 口碑效果 14
2.2.4 小結 15
2.3 紮根理論 17
2.3.1 紮根理論之意義 17
2.3.2 紮根理論操作方法與步驟 17
2.3.2.1 開放性編碼 17
2.3.2.2 主軸編碼 18
2.3.2.3 選擇性編碼 18
第三章 質化研究-口碑對接收者的影響及效果 21
3.1 訪談問卷 21
3.2 研究抽樣 22
3.3 訪談分析 23
3.3.1 開放性編碼(Open Coding)分析 23
3.3.2 主軸編碼(Axial Coding)分析 26
3.3.3 選擇性編碼(Selective Coding) 28
3.3.3.1 邏輯檢驗 28
3.3.3.2 理論飽和度檢驗 29
3.4 OWOM-SOR模式提出、比較與命題 30
3.4.1 口碑內容特性對訊息接收者之影響比較 30
3.4.2 口碑效果之比較 37
3.4.3 數量特性影響力之比較 39
第四章 量化研究-實驗設計與分析 41
4.1 觀念性架構與假說 41
4.2 研究變數與問卷設計 42
4.2.1 操作型定義 42
4.2.2 問卷設計 43
4.2.2.1 網路口碑豐富性 43
4.2.2.2 知覺效力 44
4.2.2.3 口碑效果 45
4.3 實驗設計 46
4.3.1 實驗情境配置 46
4.3.2 實驗產品選擇 48
4.3.3 問卷預試與操弄檢定 48
4.3.3.1 問卷預試 49
4.3.3.2 操弄檢定 52
4.3.4 實測對象與程序 54
4.4 資料分析 56
4.4.1 樣本描述 56
4.4.1.1 描述性統計分析 56
4.4.2 效度與信度分析 59
4.4.2.1 內容效度(Content Validity) 59
4.4.2.2 效標關聯效度(Criterion-Related Validity) 60
4.4.2.3 建構效度(Construct Validity) 60
4.4.3 相關分析 62
4.4.4 假說驗證 63
4.4.4.1 主效果驗證 63
4.4.4.2 知覺效力中介效果驗證 64
4.4.4.3 數量特性干擾效果驗證 65
第五章 結論與建議 70
5.1 研究結論 70
5.1.1 OWOM-SOR模型提出與確立 70
5.1.2 口碑豐富性對知覺效力的影響 71
5.1.3 知覺效力對口碑效果的影響 72
5.1.4 知覺效力的中介效果 73
5.1.5 口碑數量在口碑豐富性對知覺效力影響之干擾效果 73
5.2 研究貢獻 74
5.2.1 學術貢獻 74
5.2.1.1 訊息接收者知覺效力觀點 74
5.2.1.2 口碑效果觀點 75
5.2.2 實務貢獻 75
5.2.2.1 口碑內容特性 75
5.2.2.2 口碑數量特性 76
5.2.2.3 知覺效力 76
5.2.2.4 口碑效果 77
5.3 研究限制與後續研究建議 78
參考文獻 80
附錄一:情境設計 87
一、 豐富性一(高) 87
二、 豐富性二(低) 90
三、 回覆一(高) 91
四、 回覆二(低) 93
附錄二:問 卷 94

表目錄
表3.1 訪談重點整理(1) 23
表3.2 訪談重點整理(2) 24
表3.3 訪談重點整理(3) 24
表3.4 訪談重點整理(4) 25
表3.5 主範疇及概念提出 26
表3.6 基於主軸編碼的二大類關係 26
表3.7 主軸編碼的理論分析 27
表4.1 研究假說彙整表 41
表4.2 各變數之操作型定義與衡量彙整表 42
表4.3 網路口碑豐富性衡量問項彙整表 43
表4.4 知覺效力衡量問項彙整表 44
表4.5 口碑效果衡量問項彙整表 45
表4.6 實驗情境組別配置表 46
表4.7 網路口碑豐富性量表題項信度分析表 49
表4.8 知覺效力量表題項信度分析表 50
表4.9 網路口碑豐富性量表題項信度分析表 51
表4.10 前測調整題數與個別變數構面之CRONBACH''S Α係數彙整表 52
表4.11 口碑豐富性、口碑數量-配對樣本T檢定表 53
表4.12 口碑豐富性個別變數之操弄-配對樣本T檢定表 53
表4.13 有效問卷統計表 56
表4.14 人口統計變數分析 57
表4.15 網路使用者行為分析表 58
表4.16 各變數之效度彙整表 61
表4.17 模型配適度指標 61
表4.18 各構念之題項及信賴係數 62
表4.19 變數間PEARSON 相關分析表 62
表4.20 網路口碑豐富性對訊息接收者的知覺效力之迴歸分析 63
表4.21 訊息接收者知覺效力對口碑效果之迴歸分析 64
表4.22中介效果驗證之檢定 65
表4.23 干擾效果之變異數同質性檢定 66
表4.24 干擾效果之二因子變異數分析 66
表4.25 干擾效果之描述性統計 66
表4.26 整體模型配適度指標 69

圖目錄
圖1.1 研究流程圖 6
圖2.1 BELK(1975) SOR模式 12
圖2.2 環境-消費者行為模式 13
圖2.3 OWOM-SOR概念模式圖 16
圖2.4 紮根理論-操作流程 20
圖3.1 口碑對接收者影響之邏輯推演模式圖 27
圖3.2 網路口碑內容特性對接收者知覺效力與口碑效果之影響機制 29
圖3.3 OWOM-SOR模式圖 29
圖3.4 OWOM-SOR模式構念關係圖 40
圖4.1 研究架構圖 41
圖4.2 口碑數量與豐富性干擾效果圖 67
圖4.3 路徑分析圖 69

中文文獻
[1]練乃華,2003,『口耳相傳訊息之傳播及對消費者購買行為之影響:文獻回顧與評論』,中山管理評論,第十一卷第二期,283-307。
[2]尚榮安、陳禹辰、周季穎,2007,『電腦中介傳播對消費者口碑行為的影響』,電子商務學報,第九卷第一期,27-48。
[3]蔡瑤昇、呂文琴、洪榮照,『網路意見領袖量表之建構』,電子商務學報,2010年9月24日接受,尚未刊登。
[4]蔡瑤昇、呂文琴、涂朝聖,2010年03月26日,『網路體驗對網路口碑意圖之影響-以情緒為干擾變數』,2010電子商務與數位生活研討會,國立臺北護理學院,台北市。
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網路資料
[1]Pollster波仕特線上市調(2009), Retrieved Dec. 2010, (http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=136)
[2]Pollster波仕特線上市調(2010), Retrieved Dec. 2010, (http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1169)


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