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研究生:邱昱寧
研究生(外文):CHIU, YU-NING
論文名稱:線上旅遊評論網站使用者網路口碑、涉入程度、訊息來源可信度與購買意願關係之研究
論文名稱(外文):The study on the relationship among Electronic Word-of-Mouth, Involvement, Source Credibility and Purchase Intention for Online Travel Reviews Websites Users
指導教授:牟鍾福牟鍾福引用關係
指導教授(外文):MOU, CHUNG-FU
口試委員:鄭志富陳成業
口試委員(外文):CHENG,CHIH-FUCHEN,CHEN-YUEH
口試日期:2017-06-12
學位類別:碩士
校院名稱:國立體育大學
系所名稱:體育推廣學系
學門:民生學門
學類:運動休閒及休閒管理學類
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:142
中文關鍵詞:旅遊網站評論網站網路口碑涉入程度訊息來源可信度購買意願
外文關鍵詞:travel websitecomment siteword of mouthinvolvementsource credibilitypurchase intention
相關次數:
  • 被引用被引用:13
  • 點閱點閱:1050
  • 評分評分:
  • 下載下載:440
  • 收藏至我的研究室書目清單書目收藏:4
本研究主要目的在於解析線上旅遊評論網站使用者網路口碑、涉入程度、訊息來源可信度與購買意願模式之徑路關係,並驗證其適配性。透過「線上旅遊評論網站使用者網路口碑、涉入程度、訊息來源可信度與購買意願模式之問卷」進行調查,共計回收565份問卷,並以432份有效問卷進行SPSS與AMOS統計套裝軟體資料作統計分析。首先分析問卷資料之樣本特性、問卷之信、效度與驗證性因素分析,再以結構化方程模式進行資料分析,探討變數之間的因果關係,驗證本研究的研究假說,獲得結果如下:(一) 網路口碑對訊息來源可信度有正向影響。(二) 涉入程度對訊息來源可信度有正向影響。(三) 網路口碑對購買意願有正向影響。(四) 涉入程度對購買意願有正向影響。(五) 訊息來源可信度對購買意願有正向影響。依據相關文獻與研究結果,本研究針對線上旅遊網站平台業者以及使用者,在後續研究上提出具體建議以作為相關實務工作者及未來研究之參考。
The main purpose of this study is to analyze travel review websites' connections among online reputation, relating level, source credibility and purchase intention patterns, verifying its adaptability. Through the questionnaires online, add up to 565 questionnaires were collected, in which 432 valid samples are analyzed by SPSS and AMOS. First, analyze the feature within samples, reliability, validity, and CFA, analyzed with SEM, investigating the casual connection within variables, verifying the study's hypothesis. The following's the received result:(1) Internet reputation has positive impacts on source credibility. (2) Relating level has positive impacts on source credibility. (3) Internet reputation has positive impacts on purchase intention. (4) Relating level has positive impacts on purchase intention. (5) Source credibility has positive impacts on purchase intention. According to correlational studies and results, this study offers significant suggestions in connection with travel agencies and users for future related work popularity and study references.
第一章 緒 論--------------------------------------------------1
第一節 研究背景與動機------------------------------------------1
第二節 研究目的-----------------------------------------------3
第三節 研究問題-----------------------------------------------4
第四節 研究範圍與限制-----------------------------------------4
第五節 名詞解釋-----------------------------------------------5
第二章 文獻探討----------------------------------------------6
第一節 線上旅遊評論網站---------------------------------------6
第二節 網路口碑----------------------------------------------10
第三節 涉入程度----------------------------------------------22
第四節 訊息來源可信度----------------------------------------31
第五節 購買意願---------------------------------------------36
第六節 相關研究述評------------------------------------------44
第七節 本章總結----------------------------------------------53
第三章 研究方法----------------------------------------------55
第一節 研究架構----------------------------------------------55
第二節 研究流程----------------------------------------------56
第三節 研究對象----------------------------------------------57
第四節 研究工具----------------------------------------------58
第五節 資料處理----------------------------------------------72
第四章 研究結果與討論-----------------------------------------77
第一節 樣本結構分析-------------------------------------------77
第二節 驗證性因素分析-----------------------------------------80
第三節 模型適配度考驗-----------------------------------------92
第四節 路徑分析----------------------------------------------99
第五節 綜合討論----------------------------------------------102
第五章 結論與建議--------------------------------------------107
第一節 結論-------------------------------------------------107
第二節 建議-------------------------------------------------109
參考文獻----------------------------------------------------111
第一節 中文部分----------------------------------------------111
第二節 英文部分----------------------------------------------115
附錄--------------------------------------------------------125
附錄一 線上旅遊評論網站網路口碑、涉入程度、訊息來源可信度與購買意願之關係研究問卷--------------------125

一、中文部分
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王翊瑄 (2015)。運動鞋之品牌形象、代言人可信度、品牌態度與購買意願關係之研究 (博碩士論文)。取自臺灣博碩士論文知識加值系統。
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