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研究生:王雅慧
研究生(外文):Ya-HueiWang
論文名稱:探討電子口碑訊息知覺可信度及對消費者購買意圖之影響-以美妝部落格為例
論文名稱(外文):Exploring the Electronic Word-of-Mouth Messages Perceived Credibility and the Effect on Consumer’s Purchase Intention-Take Beauty Blog as an Example
指導教授:莊雙喜莊雙喜引用關係
指導教授(外文):Shuang-Shii Chuang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:110
中文關鍵詞:電子口碑訊息知覺可信度資訊性影響規範性影響購買意圖
外文關鍵詞:eWOM messages perceived credibilityinformational influencenormative influencepurchase intention
相關次數:
  • 被引用被引用:2
  • 點閱點閱:292
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
近幾年,企業透過部落格以傳遞產品資訊給消費者(例:撰寫產品試用文)進而達到部落格行銷效果。然而,網際網路存在大量未經過濾之資訊,因此電子口碑訊息之可信度成為值得大眾關注之議題。
本研究以美妝部落格之產品試用文為研究主題,並以雙歷程理論探討影響電子口碑訊息知覺可信度之重要因素。另外,本研究亦加入消費者對於美妝產品或服務的涉入程度,探討電子口碑訊息知覺可信度與消費者購買意圖之間是否具有干擾效果。本研究以曾瀏覽過美妝部落格之女性消費者為主要對象,並以網路問卷方式來進行調查,問卷共回收400份,而回收之有效問卷有392份,有效問卷回收率為98%。
本研究使用敘述性統計分析、因素分析、信度分析、相關分析、迴歸分析與差異性分析等統計方法以實證探討各構面之因果關係,研究結果證實:
一、論點強度、來源可信度、符合接收者之前信念、推薦一致性與推薦排名對於電子口碑訊息知覺可信度具有正向的顯著影響。
二、電子口碑訊息知覺可信度對消費者購買意圖具有正向的顯著影響。
三、消費者涉入程度在電子口碑訊息知覺可信度與購買意圖之間未具有干擾效
果。
In recent years, enterprises transmit the product information to consumers through blog (e.g. writing sample trial blog post) to achieve the effect of blog marketing. However, there is a lot of unfiltered information on the Internet, electronic word-of-mouth credibility becomes an important issue.
In this research, we use Dual-Process Theory to determine the important factors that influences the of eWOM messages perceived credibility about beauty blog’s sample trial blog post Moreover, we also add the degree of consumer involvement about beauty products or service to explore its moderating effect between the eWOM perceived credibility and purchase intention. This research target characters are the women consumer who have actual experiences on reading beauty blog and using the web-based questionnaires. During the sampling process, there were 392 effective questionnaires return with effective response rate of 98%.
In this research, descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis, regression analysis and differential analysis are applied to tset the hypothesis. The major findings of the research are stated below.
Firstly, argument strength, source credibility, confirmation with receiver’s prior belief, recommendation consistency, and recommendation rating have a significant and positive effect on the Ewom messages perceived credibility. Secondly, the eWOM messages perceived credibility has a significant and positive effect on purchase intention. Finally, the degree of consumer involvement doesn’t have the moderating effect between eWOM messages perceived credibility and purchase intention.
摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 X
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 電子口碑 6
第二節 部落格 11
第三節 雙歷程理論 16
第四節 涉入程度 21
第五節 購買意圖 25
第三章 研究方法 28
第一節 研究架構與研究假設 28
第二節 構面之操作性定義 30
第三節 問卷設計與發放 32
第四節 資料分析方法 38
第四章 研究結果 40
第一節 樣本特性描述 40
第二節 因素分析與信度分析 48
第三節 相關分析 58
第四節 迴歸分析與假說檢定 61
第五節 差異性分析 68
第五章 結論與建議 87
第一節 研究假設之驗證 87
第二節 研究結論 88
第三節 管理意涵 92
第四節 研究限制與後續研究之建議 93
參考文獻 94
附錄、問卷 106
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張玉貞(2008)。〈誰殺死了優質部落客?!)上網日期:2012 年 4 月 30 日,擷取自牛爾愛美網: http://www.niuer.com.tw/blogArticle.php?ID=70。
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創市際市場研究顧問(2006)。〈部落格使用意見調查二〉,上網日期:2012年 4 月 14 日,擷取自http://www.insightxplorer.com/specialtopic/blog_1031_05.html。
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