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研究生:苗議丰
研究生(外文):Miao, Yi-Feng
論文名稱:消費者採用網路口碑之研究
論文名稱(外文):The Study of Consumer Adoption of Electronic Word-of-Mouth
指導教授:范懿文范懿文引用關係
學位類別:博士
校院名稱:國立中央大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
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:78
中文關鍵詞:網路口碑認知可信度
外文關鍵詞:Electronic word-of-mouth (eWOM)Perceived credibility
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隨著網際網路的發展,網路購物成為一項便利的消費管道。但是產品廠商所提供的資訊往往被認為可能具有商業目的,因此網路上其他使用者所分享的網路口碑,常被消費者認為是更有用的參考來源。然而消費者為何願意採用素未謀面的網友說法並用於其購物決策過程中,是一項值得探討的研究議題。
建立消費者的信任在網路行銷研究上一直是一項重要的課題。消費者在採用網路口碑時,其對網路口碑的認知可信度被認為有探討的必要。過去的研究發現,影響消費者對網路口碑認知可信度的來源有三:網路口碑傳送者、網路口碑接收者、以及接收者與傳送者之間的關係因素。因此本研究探討,網路口碑傳送者的專業度、網路口碑接收者的涉入程度、以及接收者與傳送者之間的關連度,三大因素對口碑接收者認知可信度之影響。此外,研究結果發現,網路口碑接收者的專業度在涉入程度對認知可信度的關係上、以及在口碑傳送者專業度對認知可信度的關係上,皆有調節作用。最後在本研究中也實證了網路口碑的認知可信度,正向影響了接收者對網路口碑的採用。
Online shopping has become a convenience way for customers to buy products. Consumers suppose that online reviews or electronic word-of-mouth (eWOM) is more useful because they generally trust peer consumers more than advertisers or marketers. This study investigates what factors impact consumer adoption of eWOM.
Receiver’s perceived credibility of eWOM is a vital factor in the decision-making process. Previous studies found that sender, receiver, and interpersonal attributes are all possible factors affecting receiver’s perceived credibility. In this study, sender’s expertise, receiver’s involvement, and rapport are the three key factors. It is also found that eWOM receiver’s expertise is a moderator, and interacts with receiver’s involvement and sender’s expertise, to affect receiver’s perceived credibility of eWOM. Finally, this study convinced that receiver’s perceived eWOM credibility has positive effect on consumer adoption of eWOM.
摘要 i
英文摘要 ii
目錄 iii
圖目錄 v
表目錄 vi
1. 緒論 1
1-1 研究背景與動機 1
1-2 研究目的 6
1-3 研究問題 6
1-4 論文架構 7
2. 文獻探討 8
2-1 口碑與網路口碑 8
2-2 信任與網路口碑認知可信度 14
2-3 網路口碑的採用 17
2-4 推敲可能性模式 18
2-5 網路口碑傳送者、接收者、及人際關係因素 20
2-5-1 網路口碑傳送者的專業度 20
2-5-2 網路口碑接收者的涉入程度 21
2-5-3 網路口碑接收者的專業度 22
2-5-4 網路口碑接收者與傳送者的關連度 23
3. 研究方法 24
3-1 研究假說 24
3-2 研究設計 30
3-3 問卷設計 31
3-3-1 網路口碑傳送者的專業度 32
3-3-2 網路口碑接收者與傳送者的關連度 32
3-3-3 網路口碑接收者的涉入程度 33
3-3-4 網路口碑接收者的專業度 34
3-3-5 網路口碑認知可信度 34
3-3-6 網路口碑的採用 35
3-4 標的產品選擇 36
3-5 前測 39
3-6 資料收集方法 40
3-7 資料分析方法 41
4. 資料分析 42
4-1 敘述統計 42
4-2 信、效度 46
4-3 模型檢驗 49
4-3-1 路徑分析 49
4-3-2 調節作用 50
4-3-3 性別差異 51
4-3-4 假說檢定 55
4-3-5 研究結果小結 56
5. 結論 59
5-1 學術意涵 61
5-2 實務意涵 62
5-3 研究限制與未來研究方向 63
參考文獻 64
網路文獻 64
中文文獻 64
英文文獻 64
附錄一:前測問卷 72
附錄二:正式問卷 75
網路文獻
1. 資策會MIC (2012) 2012台灣網友線上購物行為調查,
available at http://mic.iii.org.tw/aisp/reports/reportdetail.asp?docid=CDOC20120102007 .
(accessed 2013/5/14).
2. Chin, W. W. (2001). PLS Graph User’s Guide,
available at http://carma.wayne.edu/documents/oct1405/plsgraph3.0manual.hubona.pdf .
(accessed 2013/5/14).
中文文獻
1. 林新發 (1991) 調查研究法。黃光雄、簡茂發 (編),教育研究法,初版,台北:師大書苑。
2. 葉重新 (1991) 問卷的修訂與編製。黃光雄、簡茂發 (編),教育研究法,初版,台北:師大書苑。
3. 邱皓政 (2011) 量化研究與統計分析,第五版,台北:五南。
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