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研究生:陳虹吟
研究生(外文):Hung-Yin Chen
論文名稱:網路口碑效力的衡量:以模糊層級分析法建構之
論文名稱(外文):Measuring the Effectiveness of Online Word-of-Mouth Using Fuzzy AHP
指導教授:蔡瑤昇蔡瑤昇引用關係
指導教授(外文):Yau-Sheng Tsai
口試委員:耿慶瑞林孟彥
口試委員(外文):Ching-Jui KengTom M. Y. Lin
口試日期:2012-06-20
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:72
中文關鍵詞:網路口碑消費者知覺效力模糊德爾菲法模糊層級分析法
外文關鍵詞:Online WOMconsumers’ perceived effectivenessfuzzy Delphi Methodfuzzy Analytic Hierarchy Process
相關次數:
  • 被引用被引用:3
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許多研究證實口碑為影響消費者態度與購買行為的重要資訊來源之一,但在口碑對消費者是如何產生影響之領域卻較少著墨,特別是當消費者接受口碑訊息後,在內心轉換的過程中所造成的心理變化,亦即對於口碑訊息在經過接收者心理解讀轉化後所產生的口碑知覺效力方面之文獻甚少。
因此,為釐清口碑知覺效力在學術上的模糊地帶,試圖瞭解網路口碑如何影響消費者接收口碑訊息後的知覺,本研究以呂文琴(民100)提出的口碑知覺效力構念為基礎,利用德爾菲法作專家訪談,篩選出口碑知覺效力下的各層構面,包含說服效力、資訊效力、社會互動效力與娛樂效力等4大評估準則,與14項評估指標;再以美食產業針對實務專家進行第二階段專家調查,使用模糊層級分析法衡量各評估指標於口碑知覺效力轉換過程中的重要性,研究結果發現娛樂效力的影響程度最大,資訊效力為影響最小。最後本研究提出口碑知覺效力的層級架構圖,並勾勒出消費者在接收口碑訊息後,所產生的知覺效力與影響程度,其有助於行銷人員能更有效地管理網路口碑。


Word-of-mouth has become one of the most powerful forces in consumers’ attitude and behaviors. However, most research regarded WOM as a major media, little research focused on the effectiveness of WOM, especially consumers’ perceived processes, after they receive the WOM.
Therefore, in order to define the processes and the forces clearly, this study is based on fuzzy Delphi Method to select the factors in each dimension, and then structure the framework of online WOM effectiveness through the fuzzy AHP Method. Result of this study could help marketers realize the levels and the forces of these factors to manage the online WOM effectively.


摘 要 i
ABSTRACT ii
目 錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究的重要性 3
1.4研究流程 4
第二章 文獻回顧與理論探討 5
2.1網路口碑 5
2.1.1網路口碑定義 5
2.1.2網路口碑的影響力 6
2.2網路口碑效力 7
2.2.1網路口碑的衡量 7
2.2.2口碑對接收者的影響效力 8
2.3模糊理論與應用 10
2.3.1模糊理論 10
2.3.2模糊德爾菲法 13
2.3.3模糊層級分析法 17
第三章 研究方法 20
3.1研究架構 20
3.2樣本選擇 24
3.3問卷設計 25
3.4分析方法 27
第四章 資料驗證與分析 39
4.1第一階段─口碑知覺效力評估指標建立 39
4.1.1問卷效度 40
4.1.2樣本描述 40
4.1.3專家問卷結果 43
4.2第二階段─模糊層級分析法之結果與分析 45
4.2.1.樣本描述 45
4.2.2.一致性檢定 47
4.2.3.權重指標 47
4.2.4.整體性分析 50
第五章 結論與建議 52
5.1研究結論 52
5.2研究貢獻 53
5.3研究限制與未來研究建議 54
參考文獻 55
附錄A:平均數函數的一般化模式 59
附錄B:第一階段專家問卷 60
附錄C:第二階段專家問卷 66
公式彙整 72


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