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研究生:晴佳
研究生(外文):TSENDPUREV, ALTANCHIMEG
論文名稱:置入性行銷對蒙古線上訂房網絡口碑 、知覺信任與知覺風險之影響
論文名稱(外文):The Effect of Placement Marketing and Electronic-Word-of-Mouth on Perceived Trust and Perceived Risk in Mongolian Online Hotel Booking
指導教授:劉敏劉敏引用關係
指導教授(外文):LIU, MING
口試委員:蔡龍銘陳治宇
口試委員(外文):TSAI, LUNG-MINGCHEN, CHIH-YU
口試日期:2016-06-20
學位類別:碩士
校院名稱:中國文化大學
系所名稱:全球商務碩士學位學程碩士班
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:89
中文關鍵詞:蒙古
外文關鍵詞:Mongolia
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Recent years, Mongolia has been developing its Hotel business. Regarding this, a lot of foreigners coming to Mongolia for business, travel, work and living. The purpose of this study is to develop practical implications for Mongolian travel websites for further. Placement marketing is sparse and unstable, mainly focusing on cognitive effects such as brand recall or recognition to gauge placement marketing effecting (e.g., Nelson, 2002). Moreover the study is to investigate the placement marketing, eWOM, perceived trust and perceived risk on Mongolian online hotel booking. Convenience sampling was adopted for this study and online questionnaires were posted on Google forms from October 14th, 2015. The study of pilot test is tested valid based on analysis with 100 samples and the final test is as well as tested significant based analysis with 422 samples with SPSS software and reached for answer of the study. For future researchers, it is suggested to involve Mongolian local customers in the survey and include more variables to broaden the study for further effectiveness.
Keywords: Mongolia, online booking, placement marketing, eWOM, perceived trust, perceived risk
CONTENTS

ABSTRACT……………………………………………………………….……………iii
ACKNOWLEDGEMENT………………………………………………….…………. iv
TABLE OF CONTENTS…………………………………………………….………….v
LIST OF TABLES…………………………………………………………….………. vii
LIST OF FIGURES…………………………………………………………….……...viii
CHAPTER ONE INTRODUCTION……………………………………………….….. 1
1.2 Research Background and Motivation………………..………….…....... 1
1.2 Research Objectives…………………..……………………………….... 4
1.3 Scope of the Study…...………………………………………………..... 5
1.4 Research Procedure……………………………………………………... 5
1.5 The Structure of this Study……………………………………………… 5
CHAPTER TWO LITERATURE REVIEW…………………………………………… 7
2.1 Effect of Placement Marketing…...……………………….……………. 7
2.2 EWOM- electronic Word Of Mouth………………………………….... 8
2.3 Perceived Trust………………………………………………………....10
2.4 Perceived Risk……………………………………………………….....12
2.5 Measurements…………………………………………………………..13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY……………….14
3.1 The Conceptual Model……………………………………………….....14
3.2 Research Design………………………………………………………...14
3.3 Participants……………………………………………………………...15
3.4 Procedure…………………………………………………………….…15
3.5 Variables………………………………………………………………..15
3.6 Data Analysis Procedure………………………………………………..15
3.7 Research Hypothesis……………………………………………………15
3.8 Pilot test Result……...………...………………………………………..16
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION…………………...23
4.1 Final test Result…………………………………………………………23
4.2 Discussion………………………………………………………………32
CHAPTER FIVE CONCLUSION AND SUGGESTION……………………………..35
5.1 Conclusion……………………………………….……………………..35
5.2 Limitation and Suggestion…………………..………………………….36
REFERENCES…………………………………………………………………………37
APPENDICES………………………………………………………………………….44
Appendix I: Preliminary and Final Questionnaire…………………..……..….44
Appendix II: SPSS output………………………………………………………50




LIST OF TABLES

Table 3-1 Reliability Analysis on Attitude toward Placement marketing of pilot test………………………………………………………………………16
Table 3-2 Reliability Analysis on Attitude toward eWOM of pilot test….………18
Table 3-3 Reliability Analysis on Perceived Trust of pilot test………………...…20
Table 3-4 Reliability Analysis on Perceived Risk of pilot test……………………20
Table 4-1 Result of Frequency Data……………………………………………….22
Table 4-2 Reliability Analysis on Attitude toward Placement marketing of final test………………………………………………………………………23
Table 4-3 Reliability Analysis on Attitude toward eWOM of final test.…………25
Table 4-4 Reliability Analysis on Perceived Trust of final test…………..…….…27
Table 4-5 Reliability Analysis on Perceived Risk of final test……………...….…28
Table 4-6 The relationship between ‘Attitude toward Placement Marketing’ and ‘Attitude toward eWOM’ and ‘Perceived Trust’...…………………….29
Table 4-7 Summary of Hierarchical Regression Analysis for Variables predicting Satisfaction ‘Perceived Trust…………………………..……………….29
Table 4-8 Table 4-7 Summary of Hierarchical Regression Analysis for Variables predicting ‘Perceived Risk’……………………………………………..30
Table 5-1 Summary of all the hypothesis result.……………...….………………..35




LIST OF FIGURES

Figure 1-1 Location of Mongolia………………………………………………….. 2
Figure 1-2 twenty-one Cities and Provinces of Mongolia...……………………….. 2
Figure 1-3 The future of the Tourism Industry in Mongolia………………………. 3
Figure 3-1 Conceptual Model………………………………………………………14


















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