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研究生:楊惠茹
研究生(外文):Yang, Hui-Ju
論文名稱:良言一句三冬暖:網路口碑評論決定性因素對消費者購買決策影響之實證研究
論文名稱(外文):One Kind Word Can Warm Three Winter Months: An Empirical Study of Electronic Word-of-Mouth Review’s Determinant Factors on Consumers’ Purchase Decision Influences
指導教授:許立群許立群引用關係
指導教授(外文):Hsu, Li-Chun
口試委員:葉子明廖珮妏
口試委員(外文):Yeh, Tsu-MingLIAO, Pei-Wen
口試日期:2014-10-03
學位類別:碩士
校院名稱:大葉大學
系所名稱:休閒事業管理學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2014
畢業學年度:103
語文別:中文
論文頁數:226
中文關鍵詞:C-A-B模型資訊決定因素個人決定因素線上評論的態度網路口碑採用線上評論的購買影響性
外文關鍵詞:C-A-B ModelInformation DeterminantsIndividual DeterminantsAttitude towards Online ReviewseWOM AdoptionPurchase Influence of Online Reviews
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網路資訊的發達,使得消費者在蒐集商品和購買的途徑更為容易,近年來有許多網站平台,針對共同主題交換意見或分享自身經驗,提供給網友作為參考依據,經由Fashion Guide美妝網站平台的使用成員,以匿名的方式於討論區發表對產品或服務意見之網路口碑評論,了解是否會影響消費者購買之決策。本研究從反應層級模型探究網路口碑評論影響使用成員的決定性因素,並以線上評論的態度及網路口碑採用為中介因子,進而探討是否會影響使用成員的購買決策。
本研究主要在探討線上評論的態度與網路口碑採用是否會造成線上評論購買影響之間的關係,研究對象為台灣地區在一年內,曾經使用或正在使用Fashion Guide美妝網站討論區的成員,資料收集方式利用網路問卷調查法,前測問卷共有338份,有效問卷共288份(80.2%);正式問卷共有898份,有效問卷共750份(83.5%)。
本研究採用結構方程模式進行檢驗,整體模式配適度良好。實證結果發現:(1)在假說模式中,唯獨知覺線上評論的有用性、網路口碑的使用經驗分別對線上評論的態度未獲得正向且顯著影響之外,其餘12條路徑皆獲得支持。(2)競爭模型中新增兩條假說路徑,其為知覺線上評論的有用性與產品涉入分別對線上評論的購買影響性,然而,假說模型和競爭模型的配適度比較上競爭模型並未顯著提昇配適度。(3)在多群組分析中,「男性」和「女性」的分組路徑結果有所不同,男性在知覺線上評論的有用性、知覺線上評論的網路口碑可信度、產品涉入分別對線上評論的態度;以及知覺線上評論的網路口碑可信度對網路口碑採用;同質性對線上評論的購買影響性皆未獲得顯著,由此可知男性在選擇美妝產品上較有自己的想法;女性僅有在知覺線上評論的有用性對線上評論的態度、知覺線上評論的有用性對網路口碑採用,以及知覺線上評論的網路口碑可信度對網路口碑採用未獲得顯著,表示女性較易受到口碑評論影響而採用線上口碑評論與產生購買影響性;在「每天使用Fashion Guide美妝網站討論區的時數部分,「不滿1小時」和「2小時以上」分組結果發現,使用成員會因為接觸時間的長短,而有不同的想法,尤其個人對於網路口碑採用越高,則對影響個人線上評論的購買性也會越高。
在中介部分,資訊決定因素(知覺線上評論的有用性、知覺線上評論網路口碑的可信度)和個人決定因素(網路口碑的使用經驗、產品涉入)皆會透過「線上評論的態度」間接影響使用者的網路口碑採用,亦會透過「網路口碑採用」間接影響「線上評論的購買影響性」。由此可知「線上評論的態度」和「網路口碑採用」皆具有部分中介效果的影響。
最後,針對本研究發現進行討論,並具體提出管理實務意涵與建議,作為會員制社群討論區的管理者重要參考依據。

關鍵詞:C-A-B模型、資訊決定因素、個人決定因素、線上評論的態度、網路口碑採用、線上評論的購買影響性


The development of Internet information has provided consumers with easier methods for gathering information prior to collecting or purchasing merchandise. In recent years, numerous Websites and online platforms have been built that enable “Netizens” to exchange ideas and share experiences on established topics, providing them with desired information to be used as a reference.
This study examined whether electronic word-of-mouth (eWOM) in online forums related to products and services written anonymously by users of cosmetics online platforms influenced the purchase decisions of consumers. This study used the reaction level model to determine the decisive factors of eWOM in influencing forum members. Subsequently, this study selected the attitude of online reviews and eWOM as mediating factors to determine whether these factors influenced the purchase decisions of forum members.
This study primarily investigated whether the attitude of online reviews and eWOM influenced online purchases. This study participants comprised members of Fashion Guide cosmetic online forums who used the forum within the past year in Taiwan. The data collection was by online questionnaire to survey. A pre-test were 338 responses and valid responses were 288(80.2%). Formal questionnaire were 898 responses and valid responses were 750 (83.5%).
This study adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The findings illustrate several significant results as following: (1) In the hypothesis model, except “perceived usefulness of online reviews” and “using experience of eWOM” individually is not positive Aand significant effect on “attitude towards online reviews”, other twelve hypothesis paths are support. (2) In the rival model , “perceived usefulness of online reviews” and “product involvement” of two hypothesis paths are added in research model and to test two paths affect on “purchase influence of online reviews”. However, comparing goodness of fit in the hypothesis- and rival model, the rival model cannot significantly improve the goodness of fit. (3) In the multi-group analysis, dividing into two groups of “male” and “female” and the results are slightly different. for male “perceived usefulness of online reviews”, “perceived eWOM credibility of online reviews”, and “product involvement” are not significant effect on “attitude towards online reviews”; “perceived eWOM credibility of online reviews” is not significant effect on “eWOM usage”; “homophily” is not significant effect on “purchase influence of online reviews”. It can be seen the male has his won opinions on choosing cosmetics products. meanwhile, for female only “perceived usefulness of online reviews” is not significant effect on “attitude towards online reviews” and “eWOM usage” and “perceived eWOM credibility of online reviews” is not significant effect on “eWOM usage”. It means the female is easily influenced by the reviews of eWOM to adopt the reviews and have purchase intention. In the case of every day using the Website forum of fashion guide cosmetics, dividing into two groups by using hours, “using forum less than one hour” and “using more than two hours”. The result shows that the using members will change their perceptions by high or low degree of using time, especially the higher eWOM usage, the higher purchase influence of online reviews.
Regarding mediators, the information determinants (including “perceived usefulness of online reviews” and “perceived eWOM credibility of online reviews”) and the individual determinants (including “using experience of eWOM” and product involvement”) will indirectly affect the user’s eWOM adoption by “attitude towards online reviews” as well as indirectly affect “purchase influence of online reviews” by “eWOM usage”. Thus, both of “attitude towards online reviews” and “eWOM usage” has partial mediating effects.
In conclusion, this study also provides conclusions and practical implications for the future administrators of membership community forum.

Keywords: C-A-B Model, Information Determinants, Individual Determinants, Attitude towards Online Reviews, eWOM Adoption, Purchase Influence of Online Reviews

封面內頁
簽名頁
中文摘要i
Abstract iii
誌 謝 vii
目錄 ix
表目錄 xii
圖目錄 xiv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 10
第四節 研究重要性與貢獻 11
第五節 研究範圍與對象 12
第六節 研究流程 13
第二章 文獻探討 15
第一節 反應層級模式:認知-情感-行為模型 15
第二節 知覺線上評論的有用性 16
第三節 知覺線上評論的網路口碑可信度 19
第四節 網路口碑的使用經驗 23
第五節 產品涉入 24
第六節 線上評論的態度 28
第七節 網路口碑採用 29
第八節 同質性 31
第九節 線上評論的購買影響性 33
第十節 變數之間的關係與假說推導 34
第三章 研究方法 43
第一節 研究架構與研究假說 43
第二節 研究變數操作性定義與衡量 46
第三節 問卷設計 52
第四節 資料蒐集方法 55
第五節 資料分析方法 56
第六節 共同方法變異問題之處理與檢測 61
第七節 問卷前測結果分析 63
第四章 資料分析 70
第一節 正式問卷施測 70
第二節 敘述性統計分析 73
第三節 共同方法變異檢測 82
第四節 衡量信度與效度分析 84
第五節 結構模式檢定分析 94
第六節 競爭模型分析比較 102
第七節 多群組樣本比較與分析 107
第八節 中介效果檢定 120
第九節 假說檢定整理 126
第五章 結論與建議 128
第一節 研究結論 128
第二節 假說關係討論 143
第三節 管理意涵與研究貢獻 160
第四節 研究限制與建議 173
參考文獻 175
附錄一、前測問卷 211
附錄二、英文原始問卷 216
附錄三、前測共同方法變異檢測─探索性因素分析 218
附錄四、前測共同方法變異檢測—驗證性因素分析 219
附錄五、前測各構面量表收斂效度分析 221
附錄六、前測區別效度分析暨變數相關係數表 224
附錄七、前測各構面信度分析 225
中文部分

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網址部分

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