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研究生:許惠鈞
研究生(外文):Hsu Hui Chun
論文名稱:網路口碑、社會影響與C2C知識交換對社群評論媒體忠誠度之研究
論文名稱(外文):EWOM,Social Influence And C2C Online Know-How Exchange On E-loyalty
指導教授:金必煌金必煌引用關係吳金山吳金山引用關係
指導教授(外文):Bi Huang
口試委員:金必煌吳金山李永銘鄭菲菲洪秀婉
口試日期:2012-06-29
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:89
外文關鍵詞:口碑可信度社會影響網站忠誠網路口碑社會臨場感
相關次數:
  • 被引用被引用:3
  • 點閱點閱:382
  • 評分評分:
  • 下載下載:51
  • 收藏至我的研究室書目清單書目收藏:2
隨者Web2.0熱潮狂襲,網際網路開始進入雙向溝通的新世紀。網路使用者從過去Web1.0的資訊接收者已轉變為Web2.0的資訊傳播與接收者。Web2.0以人際互動發展為基礎發展出部落格Twitter、Facebook等互動性高的網路社群平台。資策會(2010)指出,台灣地區網路社群使用高達50%左右。顯見網路社群相當被網友所重視,這樣的平台形成了新的行銷方式。因此如何透過社群評論媒體產生對網站之忠誠為本研究之目的,社群評論媒體所涉及之內容包含訊息之可信度。
本研究利用虛擬環境的口碑可信度(eWOM credibility)來達成網站忠誠(e-loyalty)及找出影響口碑可信度之相關因素,其中包含訊息性因素及社會影響因素(social influence)。
根據參考文獻發現許多研究只討論忠誠意圖(loyalty intention)。本研究將此忠誠意圖延伸到網路環境,提高消費者對網站的忠誠。研究結果顯示口碑可信度之訊息對於網路忠誠為正向影響。社會影響力對於消費者重複造訪網站為正向影響。

Nowadays,Web2.0 is becoming popular in the world. Internet becomes the tool of communication between both sides. The cyber users change into the Web2.0 information spreader and receiver from Web1.0 information receiver. Web2.0 is based on the platform of interacting with people, and develops high interaction community web, such as Twitter, Facebook. Institute for Information Industry (2010) shows, there are 50% community web users in Taiwan.
Obviously, cyber users pay much attention to community web.User of online socializing platform are respect and became a new marketing strategy. As the study of purpose is how generate loyalty for online site through socializing media. Socializing media include message credibility.
The study use eWOM credibility of theoretical environment to achieve e-loyalty and to found effect factors of eWOM credibility which contains the message factors and social influence factors.
According references found many studies only discuss the loyalty intention. In this study, loyal intention are extended to the network environment, it increase consumer loyalty on the site. Website loyalty will help enterprises to generate a real loyalty intention. The results show, the eWOM credibility of the message for network loyalty is positive impact. Social influence of repeat visit the Web site is positive impact.

目錄
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機與目的 3
第三節、研究流程 4
第二章、文獻探討 5
第一節、網路口碑 5
壹、影響網路口碑效果之因素 6
貳、網路口碑之傳播行式 9
第二節、社會臨場感(SOCIAL PRESENCE) 10
第三節、社會影響特性 10
壹、社會規範 11
貳、關鍵多數 12
第四節、網站忠誠之定義 14
壹、網站忠誠與社群媒體的關係 15
第五節、顧客知識交換 15
第三章 研究方法 17
第一節、研究架構 17
第二節、研究假說 18
第三節、研究變項之操作型定義與衡量 27
第四節、研究設計 33
第五節、研究前測 34
第四章 資料分析與結果 35
第一節、樣本結構分析 35
第二節、信度與效度分析 39
第三節、線性結構方程式 47
第五章 結論與建議 57
第一節、研究結論 57
第二節、管理意涵 62
第三節、研究限制與未來建議 66



參考文獻 67
網頁參考文獻 67
中文參考文獻 67
英文參考文獻 68
附錄一:問卷 77

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