臺灣博碩士論文加值系統

本研究為探討電子口碑與購買意圖的關係，先前的研究鮮少專注在電子口碑與購買意圖上。此外，大部份的研究忽略了自我意識與從眾的調節變數。本研究採用了二乘二的實驗設計，並且，以經驗性產品為實驗對象，我們採用了餐廳做為我們的實驗標的。本研究分為兩階段，第一階段為產品介紹而第二階段為電子口碑評論。本研究結果以網路問卷為基礎並使用ANOVA與T檢定等統計方法。根據研究結果，我們發現電子口碑確切地改變了購買意圖，更進一步發現電子口碑對於購買意圖與消費者從眾性有很大的關聯。本研究加強了解了電子口碑與消費者購買意圖之間的關係。

This study explores the relationship between electronic word-of-mouth (EWOM) and consumer purchase intention. Previous studies seldom focus on the relationship between electronic word-of-mouth and consumer purchase intention. Besides, most studies neglect the moderating role of self-conscious and conformity. This research uses the 2x2 experiment design and the products need to be the experience goods. We use the restaurant to be our research target. There are two stages in this study. The first stage is the product introduction and the second stage is the EWOM comments. The study results are based on on-line questionnaires, and generated by ANOVA and T-test statistical methods. According to the results, we find that EWOM actually improve consumer purchase intention. Moreover, the effect of EWOM on consumer purchase intention is considerably associated with the self-conscious and consumer conformity. This research enhances the understanding of relationship between EWOM and consumer purchase intention.

論文摘要內容 I
ABSTRACT III
CONTENTS V
LIST OF FIGURES VI
LIST OF TABLES VII
Chapter 1 Introduction 1
1.1 Background and motivation 1
1.2 Research purposes 2
Chapter 2 Literature Review 3
2.1 Purchase Intention 3
2.2 Electronic Word-of-Mouth(EWOM) 3
2.3 Valence of EWOM and Consumer Purchase Intention 4
2.4 Expertise of EWOM and Consumer Purchase Intention 5
2.5 Conformity 6
2.6 Self-conscious 7
Chapter 3 Methodology 9
3.1 Research Framework 9
3.2 Experiment Procedure 9
3.3 Participants 11
3.4 Measures 11
3.5 Reliability 12
Chapter 4 Results 13
4.1 The Valence of EWOM Affect Consumer Purchase Intention 13
4.2 The Expertise of EWOM Affect Consumer Purchase Intention 14
4.3 Which Is the Best Type of EWOM to Consumer Purchase Intention. 15
4.4 The Moderated Role of Conformity and Self-conscious between EWOM and Consumer Purchase Intention. 16
Chapter 5 Conclusions 19
5.1 Conclusions and Managerial Implication 19
5.2 Limitations and Directions for Future Research 20
References 21
Appendix 1 Questionnaire Items 25
Appendix 2 Web page: restaurant introduction 29

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