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研究生:林素帆
研究生(外文):Lin, Su-Fan
論文名稱:網路口碑對知覺服務品質和知覺價格之關聯性研究—以產品涉入程度為干擾變數
論文名稱(外文):The Effect of Electronic Word-of-Mouth on Perceived Service Quality and Price: the Moderating Role of Involvement
指導教授:張榮庭張榮庭引用關係
指導教授(外文):Chang, Jung-Ting
口試委員:吳祉芸鄭菲菲吳金山應鳴雄
口試委員(外文):Wu, Chih-YunCheng, Fei-FeiWu, Chin-ShanYing, Ming-Hsiung
口試日期:2013-07-03
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
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:108
中文關鍵詞:網路口碑知覺服務品質知覺價格網路口碑品質產品涉入程度
外文關鍵詞:Electronic words of mouth (eWOM)Perceived service qualityPerceived priceQuality of eWOMProduct involvement
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本研究欲探討網路口碑對消費者其知覺服務品質和知覺價格之間的關聯性,網路口碑可區分為三個構面,分別為網路口碑的屬性、網路口碑的平台和網路口碑的品質。網路口碑的屬性可分為正向網路口碑和負向網路口碑;網路口碑的平台可分為品牌網站、獨立產品留言網站以及個人部落格;網路口碑的品質可分為高品質網路口碑和低品質網路口碑。根據過去的文獻,此三種網路口碑的特性顯著的影響消費者的產品判斷和態度,因此本研究以此概念推導出相關的假設,並採用實驗設計法驗證。
本研究將以民宿業為例,探討消費者在閱讀網路口碑前與後其知覺服務品質和價格之觀感是否會有所改變,但由於消費者對產品的涉入程度可能影響其之間的判斷,因此將產品涉入程度視為干擾變數。而網路口碑放置的平台由於將民宿的特質加入其中,因此可以區分為民宿網站、旅遊網站和個人部落格。
研究結果發現:(1) 正向/負向的網路口碑正向地/負向地影響消費者對產品的知覺服務品質。(2) 在消費者對產品的知覺服務品質方面,在旅遊網站的網路口碑比在民宿網站的網路口碑更具影響力。(3) 在消費者對產品的知覺服務品質和知覺價格方面,高品質的網路口碑比低品質的網路口碑更具影響力。(4) 正向的網路口碑不影響消費者對該民宿的知覺價格;負向的網路口碑會負向地影響消費者對該民宿的知覺價格。(5) 網路口碑放置在旅遊網站對受測者其知覺價格的影響力比放置在民宿網站和個人部落格大。(6) 消費者的產品涉入程度會弱化網路口碑對產品的知覺服務品質和知覺價格之間的關係。

This study clarifies the relationships between eWOM and both perceived service quality and price from three eWOM dimensions, including eWOM attributes, eWOM quality, and eWOM platform. First, eWOM could be divided into positive and negative reviews. Second, eWOM could be post on three platforms, including brand’s websites, travel agencies websites, and personal blogs. Third, quality of eWOM could be high- and low-quality reviews. According to literatures, the three eWOM characteristics significantly influence consumer product judgment and attitude. Therefore, a conceptual model and hypothesis are derived.
An experimental design was performed to test the stated hypotheses. The study takes the Bed and Breakfast accommodation industry as example and intends to measure the gap of scores of perceived service quality and perceived price before and after a respondent read a specific online consumer review. Besides, the moderator, product involvement of consumers, will influence the judgment of both perceived service quality and price.
The results of this study will be briefed as below: (1) Positive/negative eWOM positively/negatively affect consumers’ service quality perception on products. (2) eWOM on travel agencies websites have more impact on consumers’ service quality perception on products than ones on Bed and Breakfast websites. (3) High-quality eWOM have more impact on consumers’ service quality and price perception on products than low-quality ones. (4) Positive eWOM not affect consumers’ price perception on products; negative eWOM negatively affect consumers’ price perception on products. (5) eWOM on travel agencies websites have more impact on consumers’ price perception on products than ones on Bed and Breakfast websites and personal blogs. (6) Consumers’ product involvement reduces the relationships between eWOM and both service quality and price perception on products.

論文摘要 I
ABSTRACT II
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 5
第二章 文獻回顧 6
第一節 網路口碑 6
第二節 網路口碑平台 9
第三節 網路口碑品質 10
第四節 知覺服務品質 11
第五節 知覺價格 14
第六節 產品涉入 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 19
第三節 變數的操作性定義與衡量方式 25
第四節 研究設計 29
第五節 資料蒐集 32
第四章 研究結果 36
第一節 基本資料分析與敘述統計 36
第二節 信度分析與效度分析 48
第三節 相關分析 53
第四節 MANOVA分析 54
第五節 細部分析 58
第五章 結論與建議 78
第一節 研究結論 78
第二節 研究貢獻與管理意涵 80
第三節 研究限制與後續研究建議 82
參考文獻 84
附錄一 問卷 89

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中文部分
李啟誠與李羽喬 (2010) ,〈網路口碑對消費者購買決策之影響 ─ 以產品涉入及品牌形象為干擾變項〉,《中華管理評論國際學報》,第13卷,第1期。
關復勇、楊亞琦與鄭尹惠 (2005)。知覺品質與網路口碑溝通間關係之研究─ 以顧客承諾為中介角色之分析。行銷評論,2,149-170。
蔡文碩 (2004),〈負面口碑對消費者購買決策之影響〉,大同大學事業經營研究所碩士論文。
楊學成與錢明輝 (2006) ,〈網上口碑對消費者決策的影響及啟示〉,《當代經濟管理》,第28卷,第3期,頁27-31。
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2012年3月底止台灣上網人口(民101年9月26日)。台北市:經濟部技術處資策會FIND。民102年7月26日,取自:http://www.find.org.tw/find/home.aspx?page=many&id=334

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