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研究生:李禹衡
研究生(外文):Yu-Heng Lee
論文名稱:人格特質、網路口碑與涉入程度相關性研究-以智慧型手機購買決策為例
論文名稱(外文):Personality Traits, E-WoM, and Involvement Level-A Study on Purchase Decisions of Smartphone
指導教授:黎佩芬黎佩芬引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理學系碩士班
學門:傳播學門
學類:圖文傳播學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:88
中文關鍵詞:人格特質涉入程度網路口碑購買決策
外文關鍵詞:InvolvementE-WOMPersonality traitPurchasing decisions
相關次數:
  • 被引用被引用:22
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  • 評分評分:
  • 下載下載:744
  • 收藏至我的研究室書目清單書目收藏:5
隨著網路的興起,消費者可以藉由網路搜尋到大量的產品資訊,並藉此縮小考慮的範圍甚至可替代的商品。根據E-tailing公司所做的一個意見調查顯示,63%的受訪者在購買商品前都會先上網搜尋產品資訊。除此之外,50%的受訪者至少花費10分鐘在審議產品資訊,這表示消費者會為了做出更正確的購買決策而在網路上搜尋資料。
由此可知,網路口碑(electronic Word of Mouth)的資訊在消費者的購買決策過程中扮演了相當重要的角色;在過去的研究中也指出,相較於傳統媒體行銷,消費者之間的口碑效果更具說服力且無可取代。因此本研究旨在探討網路口碑、消費者的人格特質和涉入程度對於消費者購買決策的影響性。雖然過去的相關研究證實網路口碑確實會影響消費者決策,且研究議題豐富且廣泛,卻未針對消費者的人格特質和涉入程度對網路口碑傳播行為的相互影響程度做研究,因此本研究以人格特質為主軸針對涉入程度與網路口碑的三個面向對於手機消費者之決策之影響性探討,並深入研究變項之間的交互關係,以利未來消費者行為和產品市場行銷等相關研究。
With high accessibility of the Internet, consumers can search for information over a great amount of products and to narrow down their consideration sets when choosing alternatives. According to a survey conducted by the e-tailing group, 63% of consumers consistently collect product information online before purchasing. Among them, 50% spend at least 10 minutes for product information scrutiny, indicating that consumers do search information online in order to make the right purchase decision.
Therefore, the e-WOM in the consumer''s purchase decision-making process has played a very important role. Past studies pointed out that, compared to traditional media marketing; the effect of consumer word-of-mouth is more convincing and irreplaceable. Thus, this study aimed to investigate the impact of the personality trait, e-WOM and involvement on consumer purchasing decisions. Although past research had confirmed that the e-WOM does affect consumer decision-making, the effect of involvement or e-WOM have not been studie.
摘要 I
Abstract II
誌謝 III
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 網路口碑 5
第二節 人格特質 12
第三節 涉入程度 16
第四節 購買決策 20
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設與操作型定義 26
第三節 問卷設計 30
第四節 問卷發放與執行計畫 34
第五節 統計分析方法 35
第四章 資料處理與分析 37
第一節 信度分析 37
第二節 敘述性統計 41
第三節 相關分析 47
第四節 雙因子變異數分析 50
第五節 單因子變異數分析 52
第六節 迴歸分析 55
第七節 小結 58
第五章 結論 60
第一節 研究結果與建議 60
第二節 研究限制 62
參考文獻 63
附錄 問卷 72
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