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研究生:陳軒如
研究生(外文):Chen, Syuan Ru
論文名稱:線上評論正/負向訊息對產品態度、訊息可信度的影響:以來源國效應為干擾變數
論文名稱(外文):Online consumer reviews positive / negative attitude towards the message of the product, it affects the credibility of the message: the country effect variable source of interference
指導教授:王郁玫
指導教授(外文):Wang, Yu Mei
口試委員:王郁玫許昌賢吳敏華
口試委員(外文):Wang, Yu MeiHsu, Chang HsienWu, Min Hua
口試日期:2016-01-19
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:104
語文別:中文
論文頁數:71
中文關鍵詞:線上顧客評論來源國效應評論可信度
外文關鍵詞:Online consumer reviewCountry-of-origin effectCredibility of the message
相關次數:
  • 被引用被引用:2
  • 點閱點閱:510
  • 評分評分:
  • 下載下載:42
  • 收藏至我的研究室書目清單書目收藏:2
在網路使用者之交互作用的觀點下,消費者可經由多元的線上溝通媒體搜尋與傳遞資訊,而這些以網站為基礎之溝通媒體集結了浩瀚的產品資訊,並能執行多樣的行銷功能。本研究依據線上評論訊息來探討正面評論來源可信度對產品態度的影響,同時依據推敲可能模式探討訊息來源國對來源可信度之干擾影響。
設計問卷做為資料收集方式,根據第三方網站的線上評論選定作為研究的訊息來源,共搜集330份有效樣本,驗證本研究的假說。實驗結果得到以下結果發現當欲消費的消費者在觀看這些評論時,這些正負向訊息評論的多寡會影響消費者對此間旅館本身的觀感。其次是,消費者還是會自行去判斷產品本身的好壞,不會被其他消費者牽著鼻走。而評論者的來源國也會影響到欲消費的消費者對此則評論訊息的觀感。

In view of network users, consumers can communicate via multiple online media search and delivery information, and Web-based communication media gathered together a vast product information, and can perform various marketing functions. This study based on online reviews messages to positive comments influence of source credibility on product attitudes, according to weigh possible modes of message source interference effects on source credibility.
Designing questionnaires for data collection, selected according to online reviews to third-party websites as a source of research information, collecting a total 330 Valid samples, verify the hypothesis of this research. Experimental results obtained the following results found for the consumption of consumers watching these comments, these comments positive and negative message size can affect the consumer's perception of the hotel itself. Secondly, consumers themselves to judge the quality of the product itself, not by other consumers holding the nose. And the country of origin of the comments will affect consumers in consumer perceptions of you comment on this message.

目錄
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機 3
第三節、 研究目的 4
第二章、 文獻探討 5
第一節、 線上顧客評論 5
第二節、 產品態度 9
第三節、 訊息來源可信度 11
第四節、 來源國效應 14
第三章、 研究設計與方法 18
第一節、 研究架構 18
第二節、 研究假設 19
第三節、 研究變數之操作性定義與衡量 22
第四節、 資料分析方法 26
第四章、 資料分析結果 28
第一節、 人口統計變數分析 28
第二節、 信度及效度分析 31
第三節、 探討驗證研究假說 38
第五章、 結論與管理意涵 44
第一節、 結論 44
第二節、 管理意涵 45
第三節、 研究限制 45
第四節、 未來研究與建議 46
參考文獻 47
一、 中文文獻 47
二、 英文文獻 48
三、 網路資料 56
附錄-問卷 57

表目錄
表2-1線上評論定義 6
表2-2訊息來源可信度定義 11
表3-4研究假設彙整表 21
表3-1訊息來源國衡量題項 23
表3-2評論可信度衡量題項 24
表3-3產品態度衡量題項 25
表4-1問卷發放及回收統計表 28
表4-2人口統計樣本結構表 30
表4-3正面多於負面的情境下個構面題項的Cronbach’s Alpha 值 31
表4-4負面多於正面的情境下個構面題項的Cronbach’s Alpha 值 33
表4-5 KMO判斷指標值 35
表4-6正面多於負面的情境下KMO 與 Bartlett 檢定分析結果 35
表4-7負面多於正面的情境下KMO 與 Bartlett 檢定分析結果 36
表4-8正面多於負面的情境下成分矩陣分析結果 36
表4-9負面多於正面的情境下成分矩陣分析結果 37
表4-10正面多於負面的情境下各構面平均數與標準差現況表 38
表4-11負面多於正面的情境下內容與設計構面 40
表4-12 線上評論正向訊息多於負向訊息相關係數矩陣 41
表4-13 線上評論負向訊息多於正向訊息相關係數矩陣 42
表4-14正向訊息多於負向訊息的評論可信度與訊息來源國變異數分析摘要表 42
表4-15負向訊息多於正向訊息的評論可信度與訊息來源國變異數分析摘要表 43
表5-1研究假說結果彙總表 44

圖目錄
圖2-1 態度的三個組成因素 10
圖2-2 網路可信度的架構 13
圖3-1 研究架構圖 18


一、中文文獻
王進淵(2003)。品牌來源國國家形象、品牌名稱、價格對知覺品質與購買意願影響之研究─以中國上海地區少淑女服消費者為例。輔仁大學織品服裝學系,碩士論文,台北縣。

汪志堅、駱少康(2002)。以內容分析法探討網路謠言之研究,資訊、科技與社會學報。(1),131-148。

金立印(2007)。網路口碑資訊對消費者購買決策的影響:一個實驗研究。經濟管理,22(2),36-42。

林君珍(2004),「產品置入之廣告研究-以觀光景點置入於台灣偶像劇為例」,銘傳大學觀光研究所碩士班論文,桃園縣。

林越、彭文欣、陳大競(2008)。產品來源國效應淺述。商場現代化。555,68。

畢繼東(2010)。負面網路口碑對消費者行為意願的影響研究。山東大學博士論文,未出版,濟南市。

黃合水(2003)。產品評價的來源國效應。心理科學進展,11(6),692-699。

賴忠毅(2009)。來源國形象、品牌聯盟與價格對網路購物消費者購買動機的影響。國立東華大學國際企業學系碩士班碩士論文,花蓮縣。


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三、網路資料
87%台灣網路消費者有網購意願。上網日期:2015年10月10日,檢自:http://www.nielsen.com/tw/zh/press-room/2014/news-2014-Taiwan-online-shopping.html

財團法人台灣網路資訊中心。上網日期:2015年10月2日,檢自:http://www.twnic.net.tw/


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