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研究生:張君愷
論文名稱:網路口碑之研究:從眾行為與沉默的大多數
論文名稱(外文):The Research of eWOM: Conformity and Silent Majority
指導教授:唐揆唐揆引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
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
畢業學年度:102
語文別:中文
論文頁數:66
中文關鍵詞:網路口碑從眾行為沉默的大多數迴歸分析使用者內容
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由於網際網路的普及,消費者之購買行為逐漸從實體通路,轉而在虛擬通路上進行消費,使得使用者產生內容(User Generate Content)有了爆炸性的增加。因此,網路口碑效應(e-Word of Month)成為了所有廠商面臨之新挑戰。

然而,從眾行為(Conformity)與沉默的大多數(Silent Majority)往往對於網路口碑的產生有著決定性的影響。廠商很可能因為此二者之干擾,使其無法得到真實且完整之消費者評價與口碑,最終導致廠商難以作出正確之決策以因應之。

因此,本研究將以iPhone 5為目標產品,並透過擬真的網路問卷設計與實驗操弄,針對消費者之從眾行為與沉默的大多數二者進行分析與研究,試圖探討其對於網路口碑之影響。在從眾行為部份,透過七項自變數之選定:性別、年齡、教育程度、產品知識、產品購買時間、試前評分與評分分配的落差、和評論內容正負性。再將其分為三大類:個人因素、資訊性因素、與其他情境因素,以找出何種分類與因子對於應變數:受試者的試前評分與試後評分之差異,有著顯著之影響;此外,也透過沉默的大多數與非沉默的大多數之比較,以一窺沉默的大多數之表徵與可能產生之原因。

最終研究發現,資訊性因素與其他情境因素對於消費者從眾行為之產生與網路口碑之生成有著顯著的影響。也就是說,當消費者的產品知識愈低、產品購買時間愈短,試前評分與評分分配的差異愈多、或評論內容中性時,愈容易產生從眾行為;而在沉默的大多數之研究中,也發現愈年輕之消費者將愈容易成為沉默的大多數,進而影響網路口碑之生成。

致謝詞..............................................................i
摘要...............................................................ii
Abstract..........................................................iii
圖目錄............................................................Vii
表目錄...........................................................Viii
第壹章、緒論........................................................1
第一節 研究背景與動機.........................................1
第二節 研究目的...............................................3
第三節 研究流程...............................................4
第貳章、文獻探討....................................................5
第一節 網路口碑...............................................5
一、網路口碑的成因......................................5
二、網路口碑的分類......................................6
三、網路口碑的影響......................................7
第二節 從眾行為...............................................9
一、從眾行為的定義......................................9
二、從眾行為的相關理論..................................9
三、從眾行為的分類.....................................11
第三節 影響從眾行為的因素....................................13
一、個人因素...........................................13
二、資訊性因素.........................................15
三、其他情境因素.......................................16
第四節 沉默的大多數..........................................18
第参章、研究方法...................................................20
第一節 研究架構..............................................20
第二節 研究變數之定義與衡量..................................22
一、自變數.............................................22
二、應變數.............................................23
第三節 問卷設計..............................................24
一、第一部分-試前評分與產品知識測驗....................24
二、第二部分 網頁瀏覽與試後評論........................26
三、第三部分 後續資料蒐集..............................28
四、第四部分 個人基本資料..............................29
第四節 分析方法..............................................30
第肆章、實驗分析與討論.............................................31
第一節 樣本資訊描述..........................................31
第二節 迴歸分析..............................................35
一、模型一-完整模型....................................35
二、模型二-去除「教育程度」模型........................36
三、模型三-再去除「年齡」模型..........................38
四、模型四-調整後完整模型..............................39
五、模型五-調整後去除「教育程度」模型..................40
六、模型六-調整後再去除「年齡」模型....................41
第三節 假設結果與討論........................................44
一、從眾行為不因「性別」的不同而有所差異...............45
二、從眾行為不因「年齡」的不同而有所差異...............45
三、從眾行為不因「教育程度」的不同而產生差異...........46
四、消費者的從眾行為受「產品知識為專家與否」之影響,進而影響網路口碑的產生.....................................46
五、消費者的從眾行為受「產品的購買時間長短」影響,進而影響網路口碑的產生.......................................47
六、消費者的從眾行為受「試前評分與評分分配落差多少」影響,進而影響網路口碑的產生.................................47
七、「評論內容中性」的消費者較「評論內容正性」的消費者容易產生從眾行為,進而影響網路口碑的產生.................48
第四節 沉默的大多數之分析與討論..............................49
一、「沉默的大多數」之樣本描述.........................49
二、「沉默的大多數」與「非沉默的大多數」之比較與討論...52
第伍章、結論與建議.................................................55
第一節 結論..................................................55
一、個人因素之變數皆不影響從眾行為的產生...............55
二、資訊性因素之變數皆影響從眾行為的產生...............55
三、其他情境因素之變數皆影響從眾行為的產生.............56
第二節 研究貢獻與建議........................................57
一、學術貢獻與建議.....................................57
二、行銷建議...........................................58
第三節 研究限制與後續研究方向................................59
一、研究限制...........................................59
二、後續研究方向.......................................59
參考文獻...........................................................61

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