臺灣博碩士論文加值系統

目前台灣網路使用的人口不斷增加，使用者上網目的絕大部分以資訊搜尋佔最多數。網際網路造就了社群媒體的發展，傳統的口碑傳播有了新的傳播途徑，透過網路產生所謂的「電子口碑」。許多研究已指出電子口碑對消費者的態度及行為有重大的影響力，且相較其他資訊來源更有說服效果。當消費者在進行購買決策前，會先搜尋產品的資訊以及他人消費經驗等等，網路口碑平台上的產品評價與他人的推薦，成為消費者在評估購買決策實一個很重要的依據。透過電子口碑的出現，更多網路平台成為重要口碑傳播的媒介，電子口碑與網路平台有著密不可分的關係。
目前研究僅證實電子口碑來源會影響消費者態度與行為，並未探討口碑訊息的說服力與口碑來源間之關係。本研究以理性行為理論為基礎，探討消費者在電子口碑匿名情況判斷口碑的說服力，影響對口碑來源的態度，並將電子口碑來源分為「部落格」與「論壇」兩種分群比對，探討消費者購買科技產品行為的影響。
透過實驗設計，本研究回收有效問卷282份，採用SPSS17與AMOS18進行數據統計分析。研究結果顯示，不論是論壇或是部落格，「口碑說服力」對「口碑來源態度」有顯著的影響，「口碑來源態度」對「產品態度」與「購買行為」皆有顯著的影響；在平均數變異分析上，觀看部落格評論與觀看論壇評論的消費者差異在於，口碑說服力影響口碑來源態度方面，部落格的評論影響比論壇的評論平均數值來得高；口碑來源態度影響購買行為則相反，經實驗結果發現論壇比起部落格更影響消費者購買產品。

Today, the users of internet are more and more in Taiwan, and most their purpose is that search information. The Internet pushes the development of community media. There is a new way in the traditional word of mouth through the network to produces "electronic word of mouth". They first search information of product and other consumer experience before consumer make purchasing decisions. In the platform of word of mouth, evaluation of product and others’ recommendation are as a very important basis that consumers evaluate the purchasing decision. The network platform of word of mouth is an important medium through electronic word of mouth.
Recent research only confirmed that source of eWOM would influence consumers` attitude and behavior. There was not confirmed the relationship between sources and persuasive of WOM. In this study, using anonymity investigation of eWOM to determine that persuasive of WOM influences attitude toward of platform of WOM on theory of reasoned action background. And, this study divides sources of electronic word of mouth into two kinds of groups that are "blog" and "forum" to compare and to explore consumers` purchasing behavior of technology products.
In an experimental, we found that persuasive of WOM is the major judgment by the content of the message. Persuasive of WOM also affect customers’ attitude toward in the platform of WOM. The attitude toward of platform of WOM significantly affects customers` attitude of product and purchasing behavior. In the ANOVA analysis, there is difference on browsing reviews in Forum and Blog, and it is that persuasive of sources of word of mouth affect attitudes, and the mean on browsing comments of the blog is more than comments of Forum. Contrary, the attitudes of source of WOM affect purchasing behavior. The experimental results show that the forums more affect consumers to purchase products than blogs.

中文摘要 i
英文摘要 ii
誌 謝 iv
目錄 v
表目錄 vi
圖目錄 vii
壹、 緒論 1
一、 研究背景 1
二、 研究動機 3
三、 研究目的 4
四、 研究流程 5
貳、 文獻探討 6
一、 態度與行為(Attitudes & Behavior) 6
二、 口碑 (Word-of-mouth) 10
三、 電子口碑 (Electronic word-of-mouth) 13
四、 口碑說服力 (Word of mouth Persuasive) 25
參、 研究方法 31
一、 研究模型 31
二、 研究假說與操作型定義 31
三、 研究設計 40
肆、 研究結果 49
一、 敘述統計分析 49
二、 信度與效度分析 50
三、 研究假說驗證 55
伍、 研究結論與建議 62
一、 研究發現與討論 62
二、 研究貢獻 63
三、 研究限制與未來研究建議 65
參考文獻 67
附錄一 實驗設計 77
附錄二 正式問卷 79

1.林東清，2010，資訊管理：e化企業的核心競爭能力，13-13，臺北市: 智勝文化。
2.留淑芳，練乃華，民93，“網路口耳相傳行為對產品態度形成之影響”。
3.林彥宏，民94，網路口碑對消費者購買決策影響之探討，國立中央大學，碩士論文。
4.薛任慈，民98，網路口碑對消費者購買影響決策之研究”，義守大學，碩士論文。
5.楊雅婷，民98，以理性行為理論和科技接受模型來探討消費者對創新科技智慧型手機的購買意願行為之研究，南華大學，碩士論文。
6.丘于平，民98， 部落格口碑對消費者購買決策影響之研究，國立台灣師範大學，碩士論文。
7.黃照貴，楊雅惠，劉家妤，2013，“電子口碑說服力對口碑平台與購買行為之影響”，國際資訊管理學術研討會。

1.Arndt, Johan A, 1967, “Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research ,Vol.4, pp.291-295,August.
2.Ajzen, Icek & Martin Fishbein., 1980, “Understanding attitudes and predicting social behavior”.
3.Benţea, Cristina-Corina, Valerica Anghelache., 2012 “Persuasion in the Context of the Efficient Didactic Communication.” Procedia-Social and Behavioral Sciences 63, pp.145-151.
4.Bickart, B. & Schindler, R.M., 2001, “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing, 15(3) , pp. 31–40.
5.Bone, P. F, 1995, “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgment,” Journal of Business Research,32, pp.213-223.
6.Bristor, Julia M., 1990, “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, Vol. 4, pp.51-83.
7.Brown, Jo, Amanda J. Broderick,Nick Lee, 2007, “Word of mouth communication within online communities: Conceptualizing the online social network.” Journal of interactive marketing 21.3, pp. 2-20.
8.Casteleyn, Jordi, Andre Mottart, and Kris Rutten , 2009, “How to Use Facebook in Your Market Research,” International Journal of Market Research,51, 4, pp.439–47.
9.Chakravarty, Anindita, Yong Liu, Tridib Mazumdar, 2010, “The Differential Effects of Online Word-of-Mouth and Critics'' Reviews on Pre-release Movie Evaluation,” Journal of Interactive Marketing 24.3 ,pp.185-197.
10.Chatterjee, Patrali, 2001, “Online reviews: do consumers use them?,” Advances in consumer research, pp. 129-133.
11.Chevalier Judy , Mayzlin Dina. , 2006, “The Effect of Word of Mouth on Sales: Online Book Reviews,” Journal of Marketing Research, pp. 345-354.
12.Christy M.K. Cheung, Dimple R. Thadani , 2010 “The effectiveness of electronic word-of-mouth communication: A literature analysis,” Proceedings of the 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society.
13.Christy M.K. Cheung, Dimple R. Thadani, 2012, “The impact of electronic word-of-mouth communication: A literature analysis and integrative model” Decision Support Systems 54, pp.461–470 .
14.Christy M.K. Cheung , Matthew K.O. Lee , 2012, “What drives consumers to spread electronic word of mouth in online consumer-opinion platforms,” Decision Support Systems 53 , pp. 218–225.
15.Channel, Advisor, Through the Eyes of the Consumer: 2010 Consumer Shopping Habit Survey, 2010.
16.Chevalier, J. A. & Mayzlin, D, 2006 “The Effect of Word of Mouth on Sales: Online Book Reviews,” Journal of Marketing Research, 43(3), 9.
17.Chen, Y., Xie, J. 2004 , “Online consumer review: A new element of marketing communications mix.” Working Paper. University of Arizona.
18.Cheung, M., Luo, C., Sia, C. & Chen, H., 2009 “Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations,” International Journal of Electronic Commerce, 13(4), 9.
19.Deighton, John, Daniel Romer, and Josh McQueen, 1989,” Using drama to persuade.” Journal of Consumer Research , pp.335-343.
20.Dellarocas, C. ,2003, “The digitization of word of mouth: Promise and challenges of online feedback mechanisms.” Management Science, 49, 10, pp.1401–1424.
21.Dellarocas, Chrysanthos, and Ritu Narayan, 2006” What motivates consumers to review a product online? A study of the product-specific antecedents of online movie reviews,” WISE.
22.Dellarocas, Chrysanthos; ZHANG, Xiaoquan Michael; AWAD, Neveen F. , 2007, “Exploring the value of online product reviews in forecasting sales: The case of motion pictures,” Journal of Interactive marketing, 21.4: 23-45.
23.Ducoffe, R. H., 1996, “Advertising Value and Advertising on the Web,” Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35.
24.Duan, Wenjing, Bin Gu, and Andrew B. Whinston, 2008, “The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry,” Journal of Retailing 84.2 , pp. 233-242.
25.Duhan, Dale F., et al, 1997,”Influences on consumer use of word-of-mouth recommendation sources,” Journal of the Academy of Marketing Science 25.4 , pp. 283-295.
26.Engel, J.F., Blackwell, R.D. and Miniard, P.W., 2006 “Consumer Behavior,” 10th ed. South-Western Thomson Press.
27.Fishbein, M., I. Ajzen, 1975, “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading,” MA: Addison-Wesley, pp.6.
28.F. Li, T.C. Du, 2011, “An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs,” Decision Support Systems, 51(1) , pp.190–197.
29.GELB, B. D. & Sundaram, S, 2002, “ Adapting to “word of mouse,” Business Horizons, 45.4, pp.15-20.
30.Godwin-Jones, R., 2006, “Electronic literacy and social network”, Paginated PDF Version. Language Learning & Technology, 10(2), pp.8-15.
31.Xihao, He, and Jiaqin Yang, “Social influence on consumers’ purchasing begavior and related marketing strategy-a cross-nation comparatives study.”
32.Hanson,W.A., 2000, “Principles of Internet Marketing,” ohio: south-western college publishing,.
33.Hovland, Carl Iver, Irving Lester Janis, and Harold H. Kelley, 1953, ” Communication and persuasion: Psychological studies of opinion change,” New Haven, CT: Yale University Press,.
34.Hennig-Thurau, T., and Walsh, G. , 2004, “Electronic word of mouth: Motives for and consequences of reading customer articulations on the Internet,” International Journal of Electronic Commerce, 8, 2 , pp.51–74.
35.Hoffman, Donna L.; NOVAK, Thomas.P, 1996, ”Marketing in hypermedia computer-mediated environments: conceptual foundations,” The Journal of Marketing, pp.50-68.
36.Hovland, Carl I., and Walter Weiss, 1951, “The influence of source credibility on communication effectiveness,” Public opinion quarterly 15.4 , pp. 635-650.
37.Jung Lee, Jae Nam Lee, 2009, “Understanding the product information inference process in electronic word-of-mouth:An objectivity–subjectivity dichotomy perspective,” Information & Management 46 , pp. 302–311
38.J. Lee, D.H. Park, I. Han, 2008, “The effect of negative online consumer reviews on product attitude: an information processing view,” Electronic Commerce Research and Applications 7 (3) , pp.341–352.
39.Katz, Daniel ,1960 , “The functional approach to the study of attitudes.” Public opinion quarterly 24.2 , pp.163-204.
40.Kuhlthau, Carol C,1991, “Inside the search process: Information seeking from the user''s perspective.” JASIS, 42.5 , pp.361-371.
41.Knapp ML, Daly JA , 2002, “Handbook of interpersonal communication,” Thousand Oaks, CA: Sage.
42.Kwak, Hyokjin, Richard J. Fox, and George M. Zinkhan, 2002, “What products can be successfully promoted and sold via the internet?,” Journal of Advertising Research 42.1, pp. 23-38.
43.Krishnamurthy, Sandeep, 2001, “Understanding online message dissemination:Analyzing ‘Send a message to a friend’ data,” First Monday, 6(5).
44.Li J, Zhan L, 2011, “Online persuasion: how the written word drives WOM - evidence from consumer-generated product reviews,” Journal of Advertising Research,Volume: 51 Issue: 1, pp.239-257 .
45.LIU, Yong, 2006, “Word of mouth for movies: Its dynamics and impact on box office revenue,” Journal of marketing, pp.74-89.
46.LU, Yaobin; ZHAO, Ling,WANG, Bin, 2008. “Exploring factors affecting trust and purchase behavior in virtual communities,” In: Advanced Management of Information for Globalized Enterprises, 2008. AMIGE 2008. IEEE Symposium on. IEEE, pp. 1-5.
47.McGinnies ,E, 1973, “Initial attitude, attitude, source credibility, and involvement as factors in persuasion.” Journal of Experimental Social Psychology ,9, pp363-389.
48.Mira Lee, Seounmi Youn, 2009, “How eWOM platforms influence consumer product judgement,” International Journal of Advertising, 28(3), pp. 473–499.
49.Myers, James H., and William H. Reynolds, “Consumer behavior and marketing management,” Boston: Houghton Mifflin, 1967.
50.Nambisan, Satish and Robert A. Baron, 2007, “Interactions in Virtual Customer Environments: Implications for Product Support and Customer Relationship Management,” Journal of Interactive Marketing, 21, 2, pp. 42–61.
51.Okazaki, Shintaro , 2009, “The Tactical Use of Mobile Marketing: How Adolescents'' Social Networking Can Best Shape Brand Extensions,” Journal of Advertising Research, 49, 1, pp.12–26.
52.Park, D.H., Lee, J. & Han, I., 2007, “ The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement,” International Journal of Electronic Commerce, 11(4), pp.125-148.
53.Petty, Richard E., and John T. Cacioppo, 1984, “Source factors and the elaboration likelihood model of persuasion,” Advances in Consumer Research 11.1, pp. 668-672.
54.Petty, Richard E., and John T. Cacioppo, 1986, “The elaboration likelihood model of persuasion,” Communication and Persuasion. Springer New York, pp.1-24.
55.Petty, Richard E., and John T. Cacioppo, 1996, “Attitudes and persuasion: Classic and contemporary approaches,” Vol. 2. Boulder, CO: Westview Press,
56.Petty, Richard E., and Duane T. Wegener, 1998, “Attitude change: Multiple roles for persuasion variables,” The handbook of social psychology 1.323 ,.
57.Robert E. Burnkrant and Alain, Cousineau, 1975, “Informational and Normative Social Influence in Buyer Behavior,”Journal of Consumer Research,Vol. 2, No. 3 ,pp. 206-215,Dec.
58.Robert H. Gass, John S. Seiter, 2010 , “Persuasion, social influence, and compliance gaining” 4th ed. Boston: Allyn & Bacon , pp. 33.
59.Schiffman, Leon G., and L. L. Kanuk , 1994, “Consumer Behavior, 5rd,” .
60.Schiffman, L.G. and Kanuk, L.L., 2007, “Consumer Behavior,” Pearson Education International Press.
61.Schlosser Ann, E, 2005, “Posting versus Lurking: Communicating in a Multiple Audience Context,” Journal of Consumer Research.
62.Siu Yin.V, Gerard.P ,David.K , 2010, “Online word of mouth and consumer purchase intentions,” International Journal of Advertising, 29(5), pp. 687–708.
63.Seiter, Robert H. Gass, John S. ,2010, “ Persuasion, social influence, and compliance gaining.” Boston: Allyn & Bacon.(4th ed., pp. 33
64.Shankar, Venkatesh and Edward C. Malthouse , 2007, “The Growth of Interactions and Dialogs in Interactive Marketing,” Journal of Interactive Marketing, 21, 2, pp.2–4.
65.Sorce, P., Perotti, V., & Widrick, S. , 2005, “Attitude and age differences in online buying.” International Journal of Retail & Distribution Management, 33(2), pp.122-132.
66.T. Henning-Thurau, K.P. Gwinner, G. Walsh, D.D. Gremler, 2004, “ Electronic word of mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet,” Journal of Interactive Marketing 18 (1) , pp.38–52.
67.Van den Bulte, Christophe, & Lilien, Gary L. ,2003, “ Two-stage partial observability models of innovation adoption,” Working paper: University of Pennsylvania, TheWharton School, Philadelphia, PA.
68.Wang, Alex, 2005, “The effects of expert and consumer endorsements on audience response.”, Journal of advertising research-New York-,45,4 , 402.
69.Wang, Alex, 2005, “The effects of expert and consumer endorsements on audience response,” Journal of advertising research-New York-, 45.4 , 402.
70.Wang, Xia, Chunling Yu, and Yujie Wei. ,2012 ,“Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework,” Journal of Interactive Marketing 26.4:pp. 198-208.
71.Xue, F. & Phelps, J.E, 2004, “Internet-facilitated consumer-to-consumer communication: the moderating role of receiver characteristics,” International Journal of Internet Marketing and Advertising, 1(2), pp.121–136.
72.Zhang, Jason Q., Georgiana Craciun, and Dongwoo Shin, 2010 ,“When does electronic word-of-mouth matter? A study of consumer product reviews,” Journal of Business Research 63.12 ,pp. 1336-1341.