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研究生:宋元廷
研究生(外文):SUNG, YUAN-TING
論文名稱:網路口碑文章內之網友回應對消費者購買意願的影響-以寫手身份揭露為干擾變數
論文名稱(外文):The Influence of the Netizens’ Commentaries in Online Articles on the Purchase Intension of Consumers– The Moderator of Paid Poster Being Disclosed
指導教授:蘇宏仁蘇宏仁引用關係
指導教授(外文):SU, HUNG-JEN
口試委員:崔可欣艾昌瑞
口試委員(外文):TSWEI, KE-SHINAY, CHANG-RUAY
口試日期:2017-07-21
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理系行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:59
中文關鍵詞:網路口碑網友回應價性數量寫手揭露購買意願
外文關鍵詞:E-WOMsNetizens’ commentariesvalencevolumepaid postersdisclosurebuying intension
相關次數:
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由於網際網路的快速發展,現今社會的消費者,在購物前蒐集資訊由交換傳統口碑,變成在網路上傳播的網路口碑。網路口碑也成為影響消費者購買意願最重要的因素。企業為了影響消費者對產品的購買意願,利用網路口碑的匿名性以及消費者對網路口碑的信任,聘請網路口碑寫手,在各大網路論壇上,假扮消費者的身份,製造具有商業目的的網友回應,使消費者信以為真,並影響其購買意願。

消費者在購物前蒐集資訊時,會被網路論壇文章內不同的網友回應所影響。在許多網友都以正面評價回應時,消費者的購買意願也會提高。然而,當寫手偽裝成網友在文章內回應時,一旦寫手身份被揭露,消費者將不再信任此商品的網路口碑。購買意願也會被影響,甚至不願意再購買此產品。

如上述,本研究以實驗法探討(1)網友在網路論壇上的回應的價性,是否會對消費者購買意願造成影響;(2)網友在網路論壇上回應的數量,是否會對消費者購買意願造成影響;以及(3)寫手身份揭露,是否會影響網友回應對消費者購買意願的影響。利用2(網友回應價性:正面/負面)*2(網友回應數量:少量/大量)的實驗設計,研究「網友回應」是否會影響「消費者購買意願」,並以「寫手身份接露與否」為干擾變數。本研究最後發現網友回應價性會影響消費者購買意願;網友回應數量則不會影響;寫手身份揭露後則會使購買意願嚴重降低。並建議企業在操作網路口碑行銷時,應謹慎防止寫手身份揭露,以免無法再以網路口碑行銷的方式,來提升消費者購買意願。


關鍵字:網路口碑,網友回應,價性,數量,寫手,揭露,購買意願
Due to the rapid development of Internet, consumers rely on E-WOMs to do pre-purchase search rather than rely on traditional WOMs search. E-WOMs is also the most influential factor to the buying intension of consumers. In order to affect consumer’s buying intension, Enterprises hire paid posters to disguise as consumers in the major online-forums. Posting commentaries with business purpose and deceiving consumers and affecting their buying intension.

Consumers will be influenced by the Netizens’ commentaries on the online-forums when they are doing pre-purchase search. Their purchase intension will raise when many Netizens give positive valence commentaries. However, when paid posters being disclosed, it will affect consumers’ buying intension. They won’t trust the E-WOMs of this products or even won’t buy it.

This research uses experimental method to discuss (1) Whether the valence of commentaries in online-forums will have influence on consumers’ buying intension. (2) Whether the volume of commentaries in online-forums will have influence on consumers’ buying intension. And (3) Whether disclosing paid posters will have influence on consumers’ buying intension. We use a 2(commentaries valence: positive/negative) x 2(commentaries volume: little/numerous) between-subject design. And use the disclosure of paid posters as the moderator. We finally found that the valence of Netizens’ commentaries will have influence on consumers’ buying intension while the volume of Netizens’ commentaries won’t. And the disclosure of paid posters will make a serious reduction on their buying intension. We recommend that when enterprises in the operation of E-WOMs, they should be careful not to disclose their paid posters. In case of the enterprises can’t use E-WOMs marketing to enhance consumers’ buying intension forever.


Keywords: E-WOMs, Netizens’ commentaries, valence, volume, paid posters, disclosure, buying intension

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻回顧 6
2.1 網路口碑 6
2.2 口碑價性 9
2.3 口碑數量 10
2.4 網路口碑寫手 12
2.5 消費者購買意願 16
2.6 文獻回顧小結 18
2.7 理論架構 19
第三章 研究方法 21
3.1 前測 21
3.2 研究變數定義與衡量 23
3.3 實驗設計 25
3.4 統計分析方法 27
第四章 結果分析與討論 28
4.1 樣本描述與信度分析 28
4.2 假設檢定 29
第五章 結論與建議 32
5.1 結論 32
5.2 研究貢獻 33
5.3 研究限制及建議 35
參考文獻 37
附錄 47

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