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研究生(外文):Ren-Sin Guo
論文名稱(外文):Role of commercial word of-mouth in the formation of affective commitment: Reward size and tag effects.
指導教授(外文):Cheng-Hsi Fang
外文關鍵詞:Customer referral programAffective commitmentFacebookPositive reinforcementSelf-perception theory
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The past research indicates that when consumers recommend products to others, in addition to affecting presentee, at the same time own words have an effect commitment. In recent years, with the development of social media, many companies have requested the consumer via Facebook Recommended Products. Although customer referral programs are popular promotional tool for businesses. but about the consumer acceptance of social media in business reward, the mechanism of the formation of its commitment not discussed. This study, the experimental design 3 × 2 validation of awards and tag on consumer attitudes loyalty effect. This study chose restaurant for example, total of 153 questionnaires were distributed data. The results showed that when untag presentee''s name use positive reinforcement theory of the effect on consumer loyalty attitudes to explain the best, representation the larger the amount of reward, word of mouth spread the attitude of loyalty is higher, but tag presentee''s name, if the award amount is too small, it is recommended by the formation of cognitive dissonance, and increase product attitude loyal.

摘  要 i
Abstract ii
誌  謝 iii
目  錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究問題與目的 2
1.3研究流程圖 3
第二章 文獻回顧 4
2.1口碑行銷(Word-of-Mouth Marketing) 4
2.1.1口碑的定義(Word-of-Mouth,WOM) 4
2.1.2網路口碑(electronic Word-of-mouth,eWOM) 5
2.1.4顧客推薦方案(customer referral program) 6
2.2口碑對推薦者本身之影響 7
2.2.1認知失調理論(cognitive-dissonance theory) 8
2.2.2自我知覺理論(Self-Perception Theory) 9
2.2.3正增強(positive reinforcement) 10
2.3態度忠誠(attitudinal loyalty) 10
2.4臉書(Facebook) 11
第三章 研究方法 12
3.1研究假說推導 12
3.2實驗設計與施測程序 15
3.3衡量變數 17
3.4前測:選擇獎勵大小 18
3.5前測:信度分析 19
3.6資料分析方法 19
第四章 實證統計分析 20
4.1分析結果 20
4.1.1敘述性統計 20
4.1.2信度分析 21
4.1.3 ANOVA分析 22
4.1.4 假設一之驗證 23
4.1.5假設二之驗證 26
4.2假設檢定總表 28
第五章 結論與建議 29
5.1研究結論 29
5.2管理意涵 29
5.3研究限制 30
5.4未來研究方向 31
參考文獻 32
附錄一 實驗情境 36
附錄二 前測問卷 37
附錄三 正式問卷 38
簡 歷 41


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三、 網路資料

(2)數位時代,上網時間: 2014.3.10,“回首好時光:回顧你的 Facebook 生涯,順道把影片打包下載”,取自http://www.bnext.com.tw/article/view/id/30995,2014.
(3)數位時代,上網時間:2014.3.11,“Facebook 10周歲,全球用戶12.3億人”,取自http://www.bnext.com.tw/article/view/id/30952,2014.

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