臺灣博碩士論文加值系統

過去研究指出，當消費者向他人推薦產品時，除了影響被推薦者之外，也會同時對自己的言論產生承諾的效果。隨著社群媒體興起，近年來許多企業都透過Facebook請求消費者推薦產品。雖然顧客推薦方案是企業經常使用的一種促銷工具，但關於消費者在社群媒體中接受企業獎勵，其承諾形成的機制則未曾討論。本研究採用3×2的實驗設計實驗證獎勵與標註對消費者態度忠誠的影響效果。本研究以餐廳為例，共發放153份問卷。研究結果顯示，在未標註被推薦者姓名時，以正向增強理論對消費者態度忠誠的形成機制，解釋能力最佳，表示獎勵金額愈大，則口碑散佈者的態度忠誠愈高。但在標註被推薦者姓名時，若獎勵金額太小，推薦者會形成認知失調，進而調高對產品的態度忠誠。

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

(1)Wikipedia，上網時間:2014.3.11,“Facebook”,取自http://zh.wikipedia.org/wiki/Facebook
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