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研究生:賴韋伶
研究生(外文):Wei-Ling Lai
論文名稱:電子口碑類型及來源可靠性對訊息態度之影響—以洗髮產品為例
論文名稱(外文):The Effects of Electronic Word-of-Mouth Type and Source Credibility to the Message Attitude: Shampoo Products
指導教授:林東正林東正引用關係
指導教授(外文):Tung-Cheng Lin
口試委員:賴明政孫儷芳
口試委員(外文):Ming-Zheng LaiLi-Fang Sun
口試日期:2013-05-30
學位類別:碩士
校院名稱:國立臺北護理健康大學
系所名稱:資訊管理研究所
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:85
中文關鍵詞:電子口碑推敲可能性模式訊息來源可靠性口碑類型訊息態度
外文關鍵詞:Electronic Word-of-MouthElaboration Likelihood ModelSource CredibilityeWOM TypeMessage Attitude
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隨著網際網路、行動上網的發展以及Web 2.0技術的興起,消費者能更為便利地使用網路,打破傳統口碑(WOM)的限制,讓口碑訊息也可以藉由網際網路的應用快速地傳播,根據調查顯示,台灣網友有八成以上會在購物前先上網搜尋產品及口碑資訊做為參考準則,因此口碑評論將無可避免地對購買決策造成影響。因此本研究的目的在於探討消費者閱讀電子口碑資訊之訊息態度是否會受到口碑類型及來源可靠性的影響;搜尋頻率、產品知識等調節變數是否會對訊息態度有調節效果。本研究以推敲可能性模式為基礎,探討訊息來源可靠性及口碑型態對訊息態度的影響。研究方法採用2(電子口碑類型:正面口碑/負面口碑)× 2(訊息來源可靠性:高可靠/低可靠)受測者間因子設計。實驗對象為一般大眾,以便利抽樣方式發放320份問卷,回收320份問卷,回收率100%。研究結果發現:正面口碑訊息及高來源可靠會正向影響到受測者的訊息態度;產品知識較低之受測者在高來源可靠時,訊息態度越高;受測者其搜尋頻率越高時,越能判斷資訊的訊息來源,在高訊息來源可靠時,其訊息態度越高。

Following the rise of the Internet, mobile network and Web 2.0 technology, consumers can be more convenient to using the Network to breakdown the limitation of traditional Word-of-Mouth (WOM), and WOM messages can be spread by the Internet quickly. According to survey, there are over 80% of internet users will searching the products and WOM information as a reference criterion before they are shopping in Taiwan. Therefore, WOM reviews will inevitably impact to the purchasing decision.The objective of this study is investigates the effects of eWOM type and source credibility to the message attitude when consumer read the eWOM message, and the searching frequency and products of knowledge adjust variables are effects to message attitudes. This study is base on Elaboration Likelihood Model (ELM) to explore the effects of message source credibility and eWOM type to message attitudes.Methods: 2 (WOM type: Positive/Negative) × 2 (Message source credibility: High/Low) between-subjects design.Finding: The effects of positive eWOM message and highly source credibility has significant impact on message attitude. Highly message attitude is when consumers are under lower products knowledge and highly source credibility; When consumers has highly searching frequency can be more able to judge the message source credibility; Highly message source credibility is also occurs to highly message attitude.The results show: positive eWOM and high source credibility has significant impact on message attitude.

碩士學位考試委員會審定書 I
誌  謝 II
論文摘要 III
ABSTRACT IV
目  錄 V
圖目錄 VII
表目錄 VIII
第壹章 緒論 10
第一節 研究背景 10
第二節 研究目的 12
第三節 研究流程 14
第貳章 文獻探討 15
第一節 口碑 15
(一) 傳統口碑 15
(二) 電子口碑 17
(三) 正面口碑、負面口碑 18
第二節 推敲可能性模式 20
第三節 化粧品 21
(一) 化粧品之定義 21
(二) 洗髮產品 23
第參章 研究方法 27
第一節 研究假說與架構 27
第二節 研究變數之定義操作化 29
(一) 訊息來源可靠性操弄方式 30
(二) 口碑類型操弄方式 31
第三節 實驗設計與製作 31
(一) 前測目的 32
(二) 前測對象 32
(三) 前測問卷設計 33
(四) 實驗口碑資訊之設計 39
(五) 訊息態度衡量之設計 41
第四節 問卷設計及實驗程序 42
第肆章 研究分析與結果 43
第一節 樣本結構分析 43
第二節 問卷信度與效度分析 49
第三節 口碑類型操弄檢定 51
第四節 來源可靠性操弄檢定 51
第五節 假設檢定結果 51
(一) 口碑類型與來源可靠性對態度之影響 51
(二) 產品知識程度之調節效果分析 55
(三) 產品搜尋頻率之調節效果分析 57
(四) 性別之調節效果分析 59
第伍章 結論與建議 62
第一節 結論 62
第二節 管理意涵 63
(一) 電子口碑影響力 63
(二) 電子口碑的管理與因應 63
第三節 研究限制 65
第四節 未來研究方向 65
參考文獻 66
附錄一:前測問卷 70
附錄二:正式問卷 73

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