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研究生:何敏琪
研究生(外文):MIN-CHI HO
論文名稱:購買目的及電子口碑評價對消費者購買意願影響:資訊來源為調節變數
論文名稱(外文):The Influences of Buying Purposes and eWOM on Purchase Intention: The Moderating Role of Information
指導教授:黃恊弘
指導教授(外文):Hsieh-Hong Huang
口試委員:施盛寶劉季綸
口試日期:2014-07-08
學位類別:碩士
校院名稱:國立臺東大學
系所名稱:理工學院綠色科技產業碩士專班
學門:工程學門
學類:綜合工程學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:87
中文關鍵詞:購買目的網路口碑資訊來源購買意願
外文關鍵詞:Buying PurposeeWOMinformation sourcespurchasing intention
相關次數:
  • 被引用被引用:9
  • 點閱點閱:236
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
電子商務發展初期,網路口碑主要來自參考網路上廣大不知名網友對產品的評價與論點,網路口碑的效用也隨著購物情境有所不同。而隨著社群網路興起,電子商務與社群網路整合,讓網友與好友的口碑都可以傳播分享。當電子商務網站上同時有網友口碑與好友口碑時,兩者對購買意願的影響為何?本研究以實驗法設定不同購買情境(送禮/自用),提供受測者不同資訊來源(網友/好友)與強度(高/低)之口碑評價,共分8組共有437人參與本研究,藉由統計檢定分析探討網友與好友口碑在不同情境對消費者購買意願的差異。研究結果可供學術界網路口碑效果研究及產業界網路口碑行銷操作之參考。
In the earlier ages of e-commerce, the major sources of electronic word of mouth (eWOM) were from various anonymous crowds, and online shoppers often surfed and referred the WOM on Internet. With the widespread of social network sites (SNS), it enabled e-commerce websites associated with the features of SNS and then provided the evaluations of products and eWOM from both anonymous crowds and friends. Sometimes, eWOM from friends seems more credible, but not always. The purpose of this study is to investigate the influences of buying purposes and eWOM from different sources on purchase intention. Totally 437 participants were recruited in our experiment and then they were divided into 8 groups (2×2×2) randomly. The results and implications for practice were discussed.
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究問題 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 購買目的 6
第二節 口碑 8
第三節 資訊來源 14
第四節 購買意願 18
第三章 研究方法 21
第一節 研究假說 21
第二節 研究變數定義 24
第三節 實驗設計 28
第四章 研究結果與討論 44
第一節 樣本結構分析 44
第二節 信效度分析 47
第三節 研究假說之檢定 49
第五章 結論與建議 74
第一節 結論 74
第二節 學術貢獻與管理意涵 77
第三節 研究限制 77
第四節 未來研究建議 78

中文部份

王明輝(2000)。影響消費者購買自有品牌商品因素之研究-以外商在台零售量販通路為例(未出版之碩士論文)。中國文化大學,台北縣。
何京勝、鍾善美(1999)。消費者的特徵與情境因素對商店選擇及商店印象的影響-以我國中、西式速食店為例,農業金融論叢,第四十二期,pp.221-259.
林彣珊、唐嘉鴻(2010)。網路口碑說服效果之研究,行銷評論,7(2),187-208。
林恩沛(2009)。產品類型及評價正負性對消費者網路口碑接受度之影響—品牌承諾為干擾因素(未出版之碩士論文)。國立臺灣師範大學,臺北市。
邵功新(2012)。口碑異質性與動態性之特徵對電影績效之影響(未出版之碩士論文)。國立臺灣大學,臺北市。
張植芳 (2007) 。產品特性、涉入程度與購買目的對規範性評估與購買意圖之影響-以消費性電子產品為例(未出版之碩士論文)。國立成功大學,臺南市。
陳宜棻(2010)。從展望理論觀點探討網路口碑對消費者購買意願之影響。電子商務學報,12(3),527-545。
陳俊銘(2014) 。傳遞者專業度、訊息數量與聯繫強度對口碑接受度和購買意圖之影響。輔仁管理評論,21(1),33-60。
陳韋志(2011)。消費者購買目的與產品廣告圖文呈現對決策之影響(未出版之碩士論文)。國立交通大學,新竹市。
黃明蕙(譯)(2006)。消費者行為:策略性觀點(原作者:Henry Assael)。台北市:雙葉書廊有限公司。
劉晏如(2013)。服飾搭配圖片類型、網路口碑數量對消費者購買意願影響之研究(未出版之碩士論文)。國立臺北科技大學,臺北市。
樓永堅&方世榮(譯)(2006) 。行銷管理學(12 版)(原作者:Kotler, P.,Keller,K.L)。台北,東華書局。
蔡瑤昇、呂文琴、高國書、郭宗麟 (2011)。網路口碑特性與電影票房銷售之動態關係研究。中華管理評論國際學報,14(4)

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