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研究生:王紋菲
研究生(外文):WEN FEY ONG
論文名稱:產品評價內容對網路評價可信度之影響
論文名稱(外文):The Effects of Product Reviews Content on Online Reviews Credibility
指導教授:林孟彥林孟彥引用關係
指導教授(外文):MENG-YEN LIN
口試委員:林孟彥
口試委員(外文):MENG-YEN LIN
口試日期:2015-01-12
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:50
中文關鍵詞:產品評論基於內容的評論功能信譽產品照片消息價
外文關鍵詞:message valenceproduct photoscredibilitycontent-based reviews featureProduct reviews
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產品評價是重要的信息來源,消費者在很大程度上依賴於作出購買決定。雖然以前的研究調查了產品評價各種好處,也有一些研究到是否被確定為可信的消費者。產品評論信譽概念化為二階形成結構,它是由感知內容的準確性,可信度,偏見,守信的商品評論形成。進行實驗的研究模型來研究產品評價可信度以及其相關前因從產品的評論內容觀點(如產品的照片和消息價)。從研究結果是雙重的。首先,數據分析結果支持產品的理論概念回顧信譽形成結構。二,結果表明該產品的評論內容,即產品的照片和消息價顯著影響產品信譽的評論。客戶感知商品評論更多的產品照片有較高的信譽評價,他們也認為有負面消息比設定全正面的評價更可信的商品評論集。結果並沒有標明產品的照片和評論公信力消息價之間的互動效應。
Product reviews are important information source, where consumers rely heavily in making purchase decision. While prior studies have investigated various benefits of product reviews, there are few studies into whether they are identified as credible by consumers. Product reviews credibility is conceptualized as a second-order formative construct, which is formed by perceived content accuracy, believability, bias, and trustworthiness of the product reviews. An experimental research model was conducted to investigate product reviews credibility as well as its related antecedents from product reviews content viewpoint (e.g. product photos and message valence). Findings from the study are twofold. First, data analysis results support the theoretical conceptualization of product reviews credibility as formative construct. Second, the results indicated that product reviews content, namely product photos and message valence significantly affect product reviews credibility. Customers perceive product reviews with more product photos have higher reviews credibility, they also perceive product reviews set that has negative message as more credible than set with all-positive reviews. The result did not indicate interaction effect between product photos and message valence on reviews credibility.
ABSTRACT ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENT iv
LIST OF TABLES vi
LIST OF FIGURES vii
Chapter 1: Introduction 1
Chapter 2: Literature Review 4
2.1. Electronic Word-of-Mouth (eWOM) 4
2.2. Product Reviews Credibility 5
2.2.1 Perceived Content Accuracy 6
2.2.2 Perceived Content Believability 6
2.2.3 Perceived Content Bias 7
2.2.4 Perceived Content Completeness 7
2.3. Product Reviews 8
2.4. Product Reviews Content 9
2.5. Research Model and Hypothesis 11
2.6. Main Effect 12
Chapter 3: Methodology 15
3.1. Experimental Design 15
3.2. The Laboratory Experiment 17
Chapter 4: Data Analysis 20
4.1. Measurement Model 21
4.2. Formative Measure of Dependent Variable 22
4.3. Hypothesis Testing 23
Chapter 5: Discussion and Conclusion 25
5.1 Discussion 25
5.2 Theoretical Contribution 27
5.3 Practical Implications 28
5.4 Limitations and Research Directions 29
5.5 Conclusion 29
REFERENCES 31
APPENDIX 38
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