跳到主要內容

臺灣博碩士論文加值系統

(44.200.194.255) 您好!臺灣時間:2024/07/20 14:54
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:巫鎧戎
研究生(外文):Kai-Rong Wu
論文名稱:虛擬社群網路口碑影響政治參與行為之研究 –以PTT平台為例
論文名稱(外文):The eWOM of Virtual Community Influence the Behavior of Political Participation - Using PTT Platform as an Example
指導教授:莊煥銘莊煥銘引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
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:77
中文關鍵詞:網路政治口碑傳播政治行銷推敲可能性模式
外文關鍵詞:Elaboration Likelihood Modelinternet politicspolitical marketingword of mouth
相關次數:
  • 被引用被引用:12
  • 點閱點閱:1535
  • 評分評分:
  • 下載下載:517
  • 收藏至我的研究室書目清單書目收藏:1
網際網路的出現後,資訊隨著網路加速傳播,其中虛擬社群讓現實生活中互不認識的人相互交流,使得資訊傳播更加快速。消費者可藉由網路資訊做出購物決定,網路口碑成為影響消費者決策的重要來源。隨著網路的應用層面增加,政治人物也使用網路作為與選民的交流溝通平台,利用網路來傳達政治理念、服務選民。購物選擇與投票選擇的概念相同,而過卻去少有選民受網路口碑影響相關的研究。因此,本研究欲探討網路口碑對於虛擬社群使用者政治參與行為的影響,分析使用者接收到網路口碑的刺激與傳播者的因素如何影響接收者的回應,並以接收者自身因素之政治涉入程度與政治知識程度兩個調節變數對主效果所產生之影響,使用問卷法進行假說檢定。
本研究之問卷對象針對20歲以上並在PTT平台之瀏覽經驗者,共回收問卷395份,有效問卷391份。本研究結果發現,網路口碑確實會影響選民的投票意圖。由研究結果顯示,當選民的動機及能力等級為高時,不會受到網路口碑的影響使得選舉決策改變,而當能力為低時,選民受到網路口碑影響程度較能力高的選民大,因此而改變投票決策。助選團隊在網路發布資訊時,應注重資訊的品質與強度,候選人可使用本人身分,積極回復選民的評論,導正錯誤的資訊,降低不可靠來源資訊所帶來的影響。
After the emergence of the Internet, accelerated the information dissemination faster with the internet, including virtual communities make in real life people do not know each interaction, making more rapid dissemination of information. The flow of information, consumers can make purchasing decisions by the network information, word of mouth become an important source of influence consumer decisions. With the increased level of network applications, politicians also use the network as a platform to communicate with voters, and use the internet to convey political philosophy, service voters. Purchas decision and vote decision are the same concept, but there is few related research of voters influenced by electronic word-of-mouth. Therefore, this study is to gain insight on the eWOM of virtual community influence the behavior of political participation, analyze how users receive eWOM stimulation and factors of receivers affect the responses of receivers, and how two moderators of own factors of receivers ,political involvement and political knowledge, affect the main effect, and use questionnaires for hypothesis testing.
The subjects of this study questionnaire are above 20 years old, who have experience browsing PTT platform, a total of 395 questionnaires, 391 valid questionnaires. This study found that eWOM does affect voters’ intentions. The study results show that when the voters’ motivation and ability level is high, the vote decisions will not be influenced by eWOM, and when the capacity is low, voters will influenced by eWOM than the high level capacity. Thus change the voting decisions. When campaign team released information on the network, the team should pay attention to the quality and intensity of information, candidates may use oneself, positive response to voter comments, revise the wrong information, reducing the impact from unreliable source of information.
摘要 I
ABSTRACT II
一、緒論 1
1.1.研究動機 1
1.2.研究目的 3
1.3.研究範圍 3
1.3.1.研究資料 3
1.3.2.問卷調查 3
1.4.研究流程 3
二、文獻探討 5
2.1.網路與政治 5
2.2.商業行銷與政治行銷 7
2.3.口碑傳播 9
2.3.1.網路口碑傳播 9
2.3.2.刺激 11
2.3.3.資訊接收者 12
2.3.4.接收者回應 13
2.3.5.傳播者 13
2.4.推敲可能性模式 14
三、研究方法 15
3.1.批踢踢實業坊介紹 15
3.2.研究假說 16
3.2.1.評論品質與口碑可信度的關係 16
3.2.2.口碑評價與網路口碑可信度的關係 16
3.2.3.口碑片面性與網路口碑可信度的關係 17
3.2.4.口碑數量 17
3.2.5.來源可信度與網路口碑可信度的關係 17
3.2.6.網路口碑可信度與口碑採用的關係 17
3.2.7.口碑採用與購買意圖的關係 18
3.3.研究架構 19
3.4.操作型定義與問卷設計 20
3.4.1.人口統計變數 20
3.4.2.評論品質 21
3.4.3.正反面評價 22
3.4.4.片面性 23
3.4.5.評論數量 24
3.4.6.涉入程度 25
3.4.7.政治知識 27
3.4.8.來源可信度 28
3.4.9.網路口碑可信度 29
3.4.10.口碑採用 30
3.4.11.投票意圖 31
3.5.樣本抽樣 32
3.5.1.研究程序 32
3.5.2.前測內容 32
3.5.3.資料分析方法 32
四、資料分析 34
4.1.樣本基本資料分析 34
4.2.衡量模型評估 36
4.2.1.測量模型 36
4.2.2.常態性檢定 36
4.2.3.檢驗違犯估計 37
4.2.4.信度分析 37
4.2.5.效度分析 38
4.3.模式的基本適合標準 42
4.4.假說檢定 45
4.5.研究假說分析 48
4.5.1.直接效果之假說檢定 48
4.5.2.調節效果之假說檢定 50
五、結論與建議 52
5.1.研究結果與討論 52
5.2.學術意涵及管理意涵 56
5.3.研究限制 57
參考文獻 60
附錄 67
中文文獻
2012年台灣網路使用狀況(2012年版)【資料檔】。台北市:台灣網路資訊中心。
PTT簡介,民101年10月9日,取自:http://www.ptt.cc/index.html
TEDS台灣選舉與民主化調查,民101年7月9日,取自: http://www.tedsnet.org
吳明隆(民96)。(初版)SPSS操作與應用:問卷統計分析實務。台北市:五南圖書。
吳健安,郭國慶(民93)。市場行銷學。北京: 高等教育出版社。
周文賢(民93)。(初版)多變量統計分析-SAS/STAT使用方法。台北市:智勝文化。
林建煌,(民99)。消費者行為(3版)。臺北市:華泰文化。
逆風高灰PTT八卦版年度代表成語(2011年12月24日)。自由電子報。民101年11月21日,取自:http://iservice.libertytimes.com.tw/liveNews/news.php?no=584188&;type=%E6%94%BF%E6%B2%BB
崔曉倩、吳重禮(民100)。年齡與選舉參與:2008年總統選舉的實證分析。調查研究,26,07-44。
張永誠(民81)。(2版)選戰行銷:如何在競爭中獲勝。台北市:遠流。
張永誠(民82)。(初版)非營利組織行銷-選戰實務篇。台北市:遠流。
張卿卿(民95)。網路的功與過:網路使用與政治參與及社會資產關係的探討。新聞學研究,86,45-90。
莊伯仲(民96)。(初版)網路選戰—台灣研究案例。台北市:米羅文化。
陳順宇(民96)。(初版)結構方程模式 Amos操作。台北市:心理出版社。
陳寬裕、王正華(民100)。(2版)論文統計分析實務: SPSS與AMOS的運用。台北市:五南圖書。
傳政府擬封PPS、土豆網?PTT一片罵聲(2011年12月12日)。聯合新聞網。民101年11月21日,取自:http://www.udn.com/2011/12/12/NEWS/SOCIETY/SOC6/6775902.shtml
楊婉瑩、李冠成(民100)。一個屋簷下的性別權力關係對國家認同的影響(1996-2008)。選舉研究,18(1),95-137。
農民分身又一樁?網友人肉搜索連環爆。(2011年12月2日)。自由電子報。民101年11月21日,取自:http://iservice.libertytimes.com.tw/liveNews/news.php?no=575268&;type=%E5%8D%B3%E6%99%82%E6%96%B0%E8%81%9E
歐斯本,蓋伯勒(民82)。新政府運動。(劉毓玲譯)。新北市:英文天下文化。(原著出版年:1993年)
縣市人口按單齡分(民101年9月)【資料檔】。台北市:內政部。
英文文獻
Anderson, J. C. &; Gerbing, D. W. (1988). Structural equation models in practice: A review and recommended two-step approach. Psychological Bulletin, 13, 411-423.
Armstrong, G., &; Kotler, P. (2008). Marketing: An Introduction, 9th Edition. Upper Saddle River, NJ: Prentice Hall.
Arndt, J. (1967). Word of mouth advertising: A review of the literature. New York: Advertising Research Foundation.
Bagozzi, R. P. &; Yi, Y. (1988). On the use of structural equation model in experimental framework. Psychology &; Marketing, 20, 123-138.
Bhattacherjee, A., &; Sanford, C. (2006). Influence processes for information technology acceptance: an Elaboration Likelihood Model. MIS Quarterly, 30(4), 805–882.
Bimber, B. (1998). The internet and information transformation: Populism, community, and accelerated pluralism. Polity, 31, 133-160.
Bimber, B. (2000). The study of information technology and civic engagement. Political Communication, 17, 329-334.
Bone, P.F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1), 579-583.
Bone, P.F. (1995). Word-of-Mouth Effects on Short-term and Long-term Product Judgments. Journal of Business Research, 32(3), 213-223.
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12, 1-16.
Bucy, E. P., D’Angelo, P., &; Newhagen, J. (1999). The engaged electorate: New media use as political participation. In Kaid, L. L., &; Bystrom, D. G. (Eds.), The Electronic Election: Perspectives on the 1996 Campaign Communication. Mahwah, NJ: Erlbaum.
Carpini, D. M. (2000). Gen.com: Youth, civic engagement, and the new information environment. Journal of Communication, 17, 341-349.
Chaiken,S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766.
Cheung, C.M.K., &; Thadani, D.R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model, Decision Support System. Advance online publication. doi:10.1016/j.dss.2012.06.008
Cheung, C.M.K., Lee, M.K.O., &; Rabjohn, N. (2008). The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247.
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), 9–38.
Churchill, G. A., Jr.(1979). A paradigm for developing better measures of
Crowley, A. E. &; Hoyer, W. D. (1994). An integrative framework for understanding two-sided persuasion. Journal of Consumer Research, 20(4), 561-574.
D. Park, S. Kim (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7 (4), 399–410.
Dellarocas, C., Zhang, X.M., &; Awad, N.F. (2007). Exploring the value of online product reviews in forecasting sales: the case of motion pictures. Journal of Interactive Marketing, 21(4), 23–48.
Deutsh, M., &; Gerard, H.B. (1955). A Study of Normative and Informational Influence upon Individual Judgment. Journal of Abnormal and Social Psychology, 51, 629-636.
Duan, W., Gu,B., &; Whinston, A. (2008).Do online reviews matter?—an empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
Duncan, J. W., &; Sheridan, P. D. (2007). Influentials, networks, and public opinion formation. Journal of Consumer Research, 34(4), 441-58.
eMarketer. (2011, December 15). Key Digital Trends for 2012. Retrieved November 21, 2012, from http://www.emarketer.com/Webinar.aspx?R=4000048
Etgar, M. &; Goodwin, S. A.(1982). One-sided versus two-sided comparative message appeals for new brand introductions. Journal of Consumer Research, 8, Iss 4, 460-465.
Fernback, J. &; Thompson, B. (1995). Virtual communities:Abort, retey, Failure? Retrieved 1995, from the World Wide Web:
Fornell, C. R. &; Larcker, F. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-51.
Gephi. (2001, February 15). The Egyptian Revolution on Twitter. Retrieved November 21, 2012, from https://gephi.org/2011/the-egyptian-revolution-on-twitter/
Graber, D. (1996). The “new” media and politics: What does the future hold? Political Science and Politics, 29, 33–36.
Gueorguieva, V. (2008). Voters, MySpace, and YouTube: The impact of alternative communication channels on the 2006 election cycle and beyond. Social Science Computer Review, 26(3), 288-300.
Hair, J., Anderson, R., Tatham, R., &; Black, W. (1998). Multivariate Data Analysis (Fifth Edition). NewJersey: Prentice-Hall. Inc.
Halstead, D. (2002). Negative word of mouth: Substitute for or supplement to consumer complaints? Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 15, 1–12.
Harrison-Walker, L.J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75.
Heitmann, M., Lehmann, D.R., &; Herrmann, A. (2007). Choice goal attainment and decision and consumption satisfaction. Journal of Marketing Research, 44, 234–250.
Herr, P.M., Kardes, F.R., &; Kim, J. (1991). The effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462.
Holmes, J. H., &; Lett J. D. (1977). Product sampling and word of mouth. Journal of Advertising Research, 17(5), 35-40.
Houston, M. J., &; Rothschild, M. L. (1978).Conceptual and methodological perspectives in involvement. In research frontiers in marketing. Dialogues and Directions (pp. 184-187). Chicago: American Marketing Association.
Hovland, C.L. (1948). Social communication. Proceedings of the American Philosophical Society, 92(5), 371–375.
http://www.well.com/user/hlr/texts/VCcivil.html
Yang, J. F (1998). Modeling interaction and nonlinear effects: a step-by-step LISREL example. In R. E. Schumacker &; G. A. Marcoulides (Eds.), Interaction and nonlinear effects in structural equation modeling (pp. 17-42). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
Kamins, M.A., &; Assael, H. (1987). Two-sided versus one-sided appeals: a cognitive perspective on argumentation, source derogation, and the effect of disconfirming trial on belief change. Journal of Marketing Research, 24, 29–39.
Katz, E., &; Lazarsfeld , P. F. (1955). Personal Influence. New York: Free Press.
Kenski, K., &; Stroud, N.J. (2006).Connections Between Internet Use and Political Efficacy, Knowledge, and Participation. Journal of Broadcasting &; Electronic Media, 50(2), 173-192.
Kim Y. (2011). The contribution of social network sites to exposure to political difference: The relationships among SNSs, online political messaging, and exposure to cross-cutting perspectives. Computers in Human Behavior, 27, 971–977.
Kotler, P. (1975). Overview of political candidate marketing. In Advances in Consumer Research, 2, 761-770.
Lawrence, F. F., &; Linda L. P. (1987). The market maven: a diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.
Lewin, J. (2008, June 6). Is social media behind Barack Obama’s success? Podcasting news. Retrieved November 21, 2012, from http://www.podcastingnews.com
Lin, Y., &; Lim, S. (2002). Relationships of media use to political cynicism and efficacy: A preliminary study of young Korean voters. Asian Journal of Communication, 12(1), 25-39.
Liu, Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74–89.
Mardia, K. V (1985). Mardia''s Test of Multinormality. Encyclopedia of Statistical Sciences Volume 5, 217-221. New York: Wiley.
marketing constructs. Journal of Marketing Research, 16(February), 64-73.
Mutz, D. C. (2002). Cross-cutting social networks: Testing democratic theory in practice. American Political Science Review, 96(1), 111–126.
Park, C., &; Lee, T. (2009).Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67.
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), 125–148.
Peter, H. B., Daniel, L. S., &; Nancy M. R. (1986). Consumer search: an extended Framework. Journal of Consumer Research, 119.
Petty, R. E., &; Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York, Springer-Verlag.
Romm, C., Pliskin, N. &; Clarke, R. (1997). Virtual communities and society: Toward and integrative three phase Model. International Journal of Information Management, 17(4), 261-270.
Sax, L. J., Astin, A., Korn, W., &; Mahoney, K. (1997). The American freshman national norms for fall 1997. Los Angeles: Higher Education Research Institute.
Sunstein, C. R. (2007). Republic.com 2.0. NJ, Princeton University Press.
Xia, L., &; Bechwati, N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of Interactive Marketing, 9(1), 3–13.
Zaichkowsky, J. L (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
Zhang, W., &; Watts, S.A. (2008). Capitalizing on content: information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 73–94.
Zukin, C. (1997). Generation X and the news. Washington. DC: Radio and Television News Directors Foundation.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top