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研究生:周柔彣
研究生(外文):Jou-Wen Chou
論文名稱:論點品質、口碑推薦評論對廣告效果之影響-以團購產品為例
論文名稱(外文):The Influence of Argument Quality and Word-of-Mouth Recommendation on Advertising Effect: The Case of Group Buying Products
指導教授:李仁耀李仁耀引用關係
指導教授(外文):Jen-Yao Lee
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業系
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:2012
畢業學年度:100
語文別:中文
論文頁數:86
中文關鍵詞:團購論點品質口碑推薦評論認知需求購買涉入廣告效果
外文關鍵詞:Group BuyingArgument QualityWord-of-Mouth RecommendationNeed of CognitionPurchase InvolvementAdvertising Effect
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根據資策會的統計,目前國內團購廠商大約有20家以上,且有越來越多的趨勢,可見團購市場十分競爭。為瞭解團購產品如何利用廣告吸引消費者,故本研究將應用推敲可能性模式的架構為思考角度,針對團購經驗者,探討團購產品廣告的論點品質強弱與是否有口碑推薦評論對廣告效果的廣告態度、產品態度與購買意願間的關係,並加入認知需求與購買涉入程度兩干擾變數,分別探討論點品質、口碑推薦評論對廣告效果間是否會受干擾。
研究方法採問卷實驗的方式,為2(論點品質:強論點品質、弱論點品質)× 2(口碑推薦評論:有口碑推薦評論、無口碑推薦評論)的雙因子實驗,編制四分不同的問卷。問卷發放以網路問卷方式隨機填寫,受測者只能從四份問卷挑選一份填寫,總計回收418份,有效回收樣本為384份。
研究結果顯示:團購產品的文字訊息其論點品質強弱對消費者的廣告效果並沒有顯著的影響,當加入認知需求與購買涉入兩干擾變數,對於論點品質與廣告效果間,也無產生顯著干擾;團購產品中,有口碑推薦評論下的廣告對消費者的廣告態度、產品態度與購買意願皆有顯著的影響。而在自變數相互搭配下,當強論點品質與口碑推薦評論交互搭配下的廣告,對消費者的產品態度與購買意願有顯著影響;干擾變數對口碑推薦評論的影響則當消費者為低認知需求者,其在有口碑推薦評論下的廣告態度、產品態度與購買意願顯著較高;當消費者為低購買涉入者,在有口碑推薦評論下的廣告態度、產品態度與購買意願顯著較高;但高購買涉入者,僅在有口碑推薦評論下,購買意願上有顯著影響。
Group buying is very popular in Asia. According to MIC survey it shows that there are at least 20 group-buying firms in Taiwan. It is obvious that group-buying industry is competitive. This research applies the Elaboration Likelihood Model and targets those who have group buying experience to analyze the influence of different argument qualities and the existence of word-of-mouth recommendations on the advertising effect of group buying products. In addition, the degree of need for cognition and purchase involvement are used as the intervening variables to explore the advertising effect.
The research utilizes the experimental method, a 2 (strong or weak argument quality) by 2 (whether word-of-mouth recommendation or not) factor design to develop four different questionnaires which are filled out by the participants randomly. Finally 384 valid questionnaires are collected.
The results of the independent T-test show that attitude toward the advertising, attitude toward the product and purchase intention are not influenced by the argument quality. Besides, we found that the different argument qualities will not be moderated by need of cognition and purchase involvement. However, the advertising effect is influenced by the word-of-mouth recommendation. When the advertising has a word-of-mouth recommendation, attitude toward the advertising, attitude toward the product and purchase intention are all significantly higher than those with no recommendation, especially under the low need for cognition or low purchase involvement condition. We also found that when the advertising has a word-of-mouth recommendation, purchase intention will be moderated by high purchase involvement. The interaction of argument quality and the word-of-mouth recommendation have significant effects on attitude toward the advertising and purchase intention.
目錄
摘要 i
Abstract ii
誌謝 iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 線上團購產業概況 5
第二節 團購產品 7
第三節 廣告效果相關研究 7
第四節 推敲可能性模型 10
第五節 論點品質 11
第六節 口碑推薦評論 12
第七節 認知需求 13
第八節 購買涉入程度 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究變數操作型定義與衡量 16
第三節 研究假設 18
第四節 實驗設計 21
第五節 正式問卷設計 25
第四章 實證分析與結果 29
第一節 敘述性統計分析 29
第二節 信效度分析 31
第三節 研究假設檢驗 35
第四節 研究假設檢定結果 49
第五章 研究結論與建議 52
第一節 研究結論 52
第二節 管理意涵 53
第三節 研究限制與建議 55
參考文獻 57
附錄 64
附錄一:論點品質強弱前測問卷 64
附錄二:正式問卷 67

表目錄
表2-1團購型態整理 6
表3-1論點品質前測衡量之題目 22
表3-2論點品質強弱檢測統計 23
表3-3強、弱論點品質論述整理 24
表3-4廣告問卷實驗設計 24
表3-5團購產品廣告之操弄訊息整理 25
表3-6廣告態度題項 26
表3-7產品態度題項 26
表3-8購買意願題項 26
表3-9認知需求量表 27
表3-10購買涉入程度量表 28
表4-1問卷回收整理 29
表4-2樣本分析整理 30
表4-3干擾變數分組整理 31
表4-4廣告態度量表之信度分析 32
表4-5產品態度量表之信度分析 32
表4-6購買意願量表之信度分析 33
表4-7廣告態度題項之因素分析 33
表4-8產品態度量表之因素分析 34
表4-9購買意願量表之因素分析 34
表4-10論點品質對廣告效果之敘述統計 35
表4-11論點品質對廣告果之t檢定 36
表4-12口碑推薦評論對廣告效果之敘述統計 36
表4-13口碑推薦評論對廣告效果之t檢定 37
表4-14論點品質與口碑推薦評論對廣告效果之變異數分析 38
表4-15高認知需求者,論點品質對廣告效果之敘述統計 41
表4-16高認知需求者,論點品質對廣告效果之t檢定 41
表4-17低認知需求者,論點品質對廣告效果之敘述統計 42
表4-18低認知需求者,論點品質對廣告效果之t檢定 42
表4-19低認知需求者,口碑推薦評論對廣告效果之敘述統計 43
表4-20低認知需求者,口碑推薦評論對廣告效果之t檢定 44
表4-21高認知需求者,口碑推薦評論對廣告效果之敘述統計 44
表4-22高認知需求者,口碑推薦評論對廣告效果之t檢定 45
表4-23高購買涉入者,論點品質對廣告效果之敘述統計 45
表4-24高購買涉入者,論點品質對廣告效果之t檢定 46
表4-25低購買涉入者,論點品質對廣告效果之敘述統計 46
表4-26低購買涉入者,論點品質對廣告效果之t檢定 47
表4-27低購買涉入者,口碑推薦評論對廣告效果之敘述統計 48
表4-28低購買涉入者,口碑推薦評論對廣告效果之t檢定 48
表4-29高購買涉入者,口碑推薦評論對廣告效果之敘述統計 49
表4-30高購買涉入者,口碑推薦評論對廣告效果之t檢定 49
表4-31研究假設之檢驗整理 50

圖目錄
圖1-1研究流程 4
圖3-1研究架構 16
圖4-1論點品質與口碑推薦評論對產品態度之交互作用 39
圖4-2論點品質與口碑推薦評論對購買意願之交互作用 40
一、 中文部分
中文期刊
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徐淑如、董和昇、柳雅婷(2011),「網路論壇口碑強度、雙面訊息與口碑順序對說服效果之影響-產品涉入之干擾效應」,電子商務學報,13卷1期:頁135-168。
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劉政宏、陳學志、張文哲、張仁和(2011),「論點立場與品質對高中生論點贊否反應影響的意識處理機制」,教育心理學報,42卷3期:頁491-516。
戴軒廷、馬恆、張紹勳(2004),「影響網路廣告效果之相關因素」,中華管理評論,7卷2期:頁1-29。

碩士論文
葉耀仁(2008),應用推敲可能性理論模式(ELM)於部落格口碑行銷效果-以旅遊部落格為例,國立台北商業技術學院商學研究所碩士論文。

中文書籍
蕭富峰、張佩娟、卓峰志(2010),初版,廣告學,台北:智勝文化。
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創新發現誌(2011),「團購我最大」,http://ideas.org.tw/magazine_article.php?f=130, 搜尋日期2012年5月23日。
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二、 英文部分
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