臺灣博碩士論文加值系統

近年來，網際網路的蓬勃發展，從原先傳統的口碑傳播形式已經轉變成電子口碑的方式，電子口碑已經逐漸成為消費者進行購買決策時的重要依據，以幫助消費者即時獲得想要了解的資訊以及降低其購買風險。許多研究報告對於口碑的效果也是抱持肯定態度，但是，在口碑研究的相關文獻中，關於探討產品與口碑關係的文獻卻多侷限於單一類型的產品，較少有實證研究比較不同產品類型的口碑效果，因此研究口碑的各種影響效果在不同的產品間是否存在差異，就成為本研究的主要方向。
本研究主要探討當消費者在購買搜尋品以及經驗品時，其電子口碑(訊息方向、口碑品質)以及涉入程度(廣告涉入、產品涉入)對於消費者購買決策之影響，並將口碑搜尋行為視為一項干擾變數，試圖了解口碑搜尋行為是否會干擾原先消費者的購買意圖。本研究結果發現，在購買搜尋品以及經驗品時，電子口碑訊息方向、電子口碑品質以及產品涉入對於消費者的購買意圖都具有顯著的影響，廣告涉入中只有在購買搜尋品時，對於消費者的購買意圖有顯著的影響，而口碑搜尋行為在電子口碑訊息方向以及電子口碑品質對於消費者的購買意圖上不具有干擾的效果。

In recent years, within Internet develops rapidly, the traditional word of mouth has transformed into the electronic word-of-mouth (e-WOM). Electronic word of mouth has gradually become an important basis in the consumer purchase decision, which can help consumers get the information they prefer to immediately reduce the risk of their purchase. Due to the fact that most of the researches in word of mouth have focused on the relationship between only one category of products, the main direction of this research is to explore whether the effects of word of mouth have differences among various products or not.
This study explores how the electronic word of mouth and the involvement will affect the purchase decisions of customers while purchasing search goods and experience goods. This study tries to realize if the electronic word of mouth will affect the purchase decision of the consumer by using the search behavior as the moderator. The results of this study shows that the direction, the quality of electronic word of mouth and the product involvement will affect the customer’s purchase intention while purchasing search goods and experience goods, which the involvement of ads will affect the customer’s purchase decision significantly only when purchasing search goods. And search behavior does not have interference affection on electronic word of mouth direction and electronic word of mouth quality to consumer’s purchase intention.

摘要 I
ABSTRACT II
表目錄 VII
圖目錄 IX
誌謝 X
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 論文架構 6
第二章 文獻探討 8
2.1 口碑傳播 8
2.2 網路口碑 10
2.3 搜尋品與經驗品 11
2.4 電子口碑訊息方向 12
2.5 電子口碑品質 13
2.6 涉入程度 14
第三章 研究方法 18
3.1 研究架構 18
3.2 研究假設 19
3.2.1 電子口碑訊息方向對於消費者購買意圖的影響 19
3.2.2 電子口碑品質對於消費者購買意圖的影響 19
3.2.3 廣告涉入對於消費者購買意圖的影響 20
3.2.4 產品涉入對於消費者購買意圖的影響 20
3.2.5 口碑搜尋行為對電子口碑訊息方向及購買意圖的影響 21
3.2.6 口碑搜尋行為對電子口碑品質及購買意圖的影響 21
3.3 產品選擇 22
3.4 變數之操作型定義 23
3.4.1 電子口碑訊息方向 23
3.4.2 電子口碑品質 24
3.4.3 廣告涉入 25
3.4.4 產品涉入 26
3.4.5 購買意圖 27
3.4.6 口碑搜尋行為 28
3.5 資料分析方法 29
3.5.1 敘述型統計分析 29
3.5.2 信效度分析 29
3.5.3 AMOS 30
3.5.4 層級迴歸分析 31
3.6 研究前測 31
3.6.1 信度分析 33
第四章 資料分析與結果 34
4.1 敘述性統計分析 34
4.1.1 樣本結構之敘述性統計分析 34
4.1.2 衡量問項之敘述性統計 38
4.2 驗證性因素分析 41
4.3 模型信度與效度檢定 43
4.3.1 信度分析 43
4.3.2 效度分析 44
4.4 假說檢定 47
4.4.1 修正後的整體模型 47
4.4.2 模型配適度分析 49
4.4.3 結構模型驗證結果 50
4.5 干擾效果分析 51
第五章 結論與建議 55
5.1 研究結論 55
5.1.1 電子口碑訊息方向對消費者購買意圖的影響 56
5.1.2 電子口碑品質對消費者購買意圖的影響 56
5.1.3 廣告涉入對消費者購買意圖的影響 56
5.1.4 產品涉入對消費者購買意圖的影響 57
5.1.5 口碑搜尋行為對訊息方向與消費者購買意圖的影響 57
5.1.6 口碑搜尋行為對口碑品質與消費者購買意圖的影響 58
5.2 管理意涵 59
5.2.1 負面電子口碑的重要 59
5.2.2 鎖定目標市場並且進行市場區隔 60
5.3 研究限制 61
5.4 未來研究方向與建議 63

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