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研究生:譚慧敏
研究生(外文):Tan, Hui-Min
論文名稱:智慧型手機應用程式的電子口碑之效果研究
論文名稱(外文):Exploring the effect of smartphone apps on eWOM
指導教授:林慧斐林慧斐引用關係
指導教授(外文):Lin, Hui-Fei
學位類別:碩士
校院名稱:國立交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
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:98
中文關鍵詞:手機應用程式電子口碑資訊採用模式資訊可信度資訊態度
外文關鍵詞:mobile applicationeWOMthe model of information adoptioninformation usefulnessinformation attitude
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:2
現今越來越普遍的智慧型手機與傳統手機的差別之一在於使用者可在虛擬的應用
程式商店下載、安裝各式便利的應用程式。目前有許多偵測使用者附近店家的應用程式應運而生,除了提供基本的訊息,也允許使用者在介面上撰寫對該景點的意見或評論,讓其他使用者能夠參考個人的親身經驗,而非僅有商家的固定資訊。雖然這種透過網路傳遞,由使用者主導生成內容的 web 2.0 模式在過去屢見不鮮,但以應用程式為平台,且呈現於智慧型手機介面的評論或是建議形式有別於以往,可算是新的電子口碑型態。
本研究的目的在於探討手機應用程式所乘載的的電子口碑效果,以資訊採用模式為理論基礎,執行一個 2(論述品質:強vs.弱)x 2(來源可信度:高vs.低)x 2(店家滿意度評等:功能完整vs.功能不完整)組間實驗。結果顯示:(1)店家滿意度評等功能完整、高來源可信度以及強論述皆會使受測者產生較正面的資訊態度與較高的資訊採用意願;(2) 店家滿意度評等功能、來源可信度以及論述品質間有顯著的交互作用;(3)受測者的資訊有用性感知和資訊可信度感知在強電子口碑和資訊態度、資訊採用意願之間會產生中介作用。
The purpose of the current research is to explore the effect of smartphone apps on eWOM. The theoretical foundations draw on the model of information adoption. One scenario was created for a two(argument: strong vs. weak) x two(source credibility: high &; low) x two(restaurant rating function: complete &; incomplete) between-subject design. The results
indicate that (1) smartphone apps users exhibit more favorable information attitudes, and greater information adoption intention when expose to strong argument, high source credibility, and complete restaurant rating function; (2) smartphone apps users are more likely to have more favorable information attitudes, and greater information adoption intention when three factors interact with each other; (3) information usefulness and information credibility have mediating effect on information attitudes, and information adoption intention.
摘要 ............................................................................................................................................. I
Abstract .................................................................................................................................... II
致謝 .......................................................................................................................................... III
目錄 ........................................................................................................................................... V
表 目錄 .................................................................................................................................VII
圖 目錄 ............................................................................................................................... VIII
第壹章 緒論 ............................................................................................................................ 1
第一節 研究背景、動機與目的 .................................................................................... 1
第二節 研究流程 ............................................................................................................ 4
第貳章 文獻探討 .................................................................................................................... 5
第一節 資訊採用模式 .................................................................................................... 5
第二節 電子口碑 .......................................................................................................... 10
第三節 手機應用程式 .................................................................................................. 12
第四節 研究假設 .......................................................................................................... 14
第參章 研究方法 .................................................................................................................. 24
第一節 研究架構、假設與問題 .................................................................................. 24
第二節 實驗法 .............................................................................................................. 27
第三節 實驗流程 .......................................................................................................... 38
第四節 資料分析方法 .................................................................................................. 39
第肆章 研究結果 .................................................................................................................. 41
第一節 樣本結構 .......................................................................................................... 41
第二節 研究變項之操弄檢定 ...................................................................................... 43
第三節 研究假設之驗證 .............................................................................................. 47
第四節 小結 .................................................................................................................. 58
第伍章 結論與建議 .............................................................................................................. 61
第一節 研究結果與討論 .............................................................................................. 61
第二節 學術貢獻 .......................................................................................................... 67
第三節 實務貢獻 .......................................................................................................... 68
第四節 研究限制與未來研究建議 .............................................................................. 69
參考文獻 .................................................................................................................................. 71
附錄 .......................................................................................................................................... 85
附錄一:主實驗問卷 ...................................................................................................... 85
附錄二:手機應用程式介面 .......................................................................................... 91
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