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研究生(外文):Hung-yu Lin
論文名稱(外文):The Communication Effect of Online Review Factors-A Case of UrCosme
指導教授(外文):Meng-yen Lin
口試委員(外文):Meng-yen Lin
外文關鍵詞:messenger factorsmessage factorsbrand strengthperceived usefulnessexposure rate
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面對龐雜的口碑資訊,為了降低風險,過去研究顯示,消費者會依據文章的品質好壞和訊息來源的可信度,決定是否傳遞、採納口碑訊息。因此,企業紛紛推出各種指標來幫助消費者篩選口碑資訊並作出購買決策。本研究即是希望能釐清各指標對消費者的影響力,以及口碑訊息傳遞的效果是否有所差異。因此,本研究將口碑的評論特性區分為發訊者特性和訊息特性兩個構面,探討其各自對於網路口碑的曝光率和消費者知覺有用性的影響力。此外,本研究加入品牌作為調節變項,進一步探究品牌強度在評論特性對於口碑傳播效果之影響上,是否存在調節效果。本研究以國內知名美妝心得分享平台-UrCosme為口碑來源網站,分別收集SK-II和明洞國際旗下一款面膜產品之網友使用心得,共406篇,並以SmartPLS 2.0統計分析軟體進行迴歸分析。研究結果顯示,訊息特性對於口碑傳播效果具有正向影響,品牌強度在評論特性對於口碑傳播效果的影響上具有調節效果。
According to prior research, to reduce uncertainty arising from the overwhelming number of online reviews, consumers will depend on argument quality and source credibility to decide whether to adopt the information. Therefore, firms launch many kinds of indices to help consumers pick out needed information and to make purchase decisions. This research is aimed at distinguishing the influences of the indices on consumers and to know if there are any different information delivery effects on consumers. Thus, messenger and message factors which are divided from review factors are two dimensions used in this research to study their effects on the online review’s exposure rate and the consumers’ perceived usefulness. In addition, brand strength is added as a moderator to see if it moderates the relationship between review factors and review communication effects. The data was collected from each of the SK-II’s and Mdmmd.’s consumer reviews about mask products from UrCosme, a website famous for offering consumer cosmetics reviews in Taiwan. The total data was 406 and was analyzed via SmartPLS 2.0 software. The results show that message factors positively influence the review communication effect and the moderate effect of brand strength exists.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究方法 3
第四節 研究貢獻 4
第五節 論文架構 4
第貳章 文獻回顧與探討 6
第一節 評論特性 6
第二節 傳播效果 11
第三節 品牌強度 13
第參章 研究方法 17
第一節 研究架構 17
第二節 研究設計 18
第三節 資料分析方法 23
第肆章 研究結果與分析 24
第一節 敘述性統計分析 24
第二節 研究假說驗證 26
第伍章 研究結論與建議 31
第一節 研究結論 31
第二節 研究貢獻 32
第三節 研究限制與未來研究方向建議 33
參考文獻 34
一、中文參考文獻 34
二、英文參考文獻 35
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