臺灣博碩士論文加值系統

隨著行動裝置的普遍化，人們習 在進行消費決策前上網查詢資料，亦或
在使用已經成為生活模式的社交媒體時，獲得別人分享的產品或服務的相關資訊，在無意間即產生行銷效果，企業也開始著重社群行銷。隨著網路上資訊量的爆炸增加，網路評論之間也產生意見衝突，消費者需要判斷評論是否可被信任，網路匿名性讓消費者透過同質性來判斷是否能夠相信，並繼承其經驗。除此之外，資訊量的過載也讓人們在使用社交媒體時產生倦怠，甚至對社交媒體產生負面態度。
本研究試圖探討受測者是否會因為對評論來源的信任或同質性影響對產品 的購買意圖，又社交媒體倦怠和同質性是否會調節信任對產品態度的影響。研 究模型是基於整理相關文獻後提出。本研究以對來源高、低信任程度，兩種情 境的實驗於網路發放問卷的方式進行準實驗研究，共蒐集 210 份有效樣本。並 透過 SPSS、LISREL、SmartPLS 進行資料分析，用以檢驗研究假說。
研究結果顯示，使用者對網路評論的來源感知信任程度、來源感知同質程度會正向的影響對產品的態度，而對產品的態度也正向影響購買意圖。使用者對來源感知信任程度對產品的態度的影響，會受到社交媒體倦怠的負向調節。

Fueled by the proliferation of Internet and smartphones, consumers have changed their buying behavior, searching information on the Internet before making purchasing decisions. Social media has become a channel through which consumers obtain information regarding products and services. Thus, sharing information on the Internet creates marketing repercussions, therefore enterprises began to shift to social marketing. However, as the amount of information explodes, conflicting reviews on any product or service become common, forcing users to judge whether they can trust an information source. In addition, in cases where an information source is anonymous, personal similarity to the information source may also plays an important role. In addition, information overload potentially results in user fatigue, burnout and even negative attitude towards social media.
This study attempts to explore whether and how perceived trustworthiness of information source affects purchase decision, and how factors like perceived homogeneity (perceived similarity of oneself with the information source), and social media fatigue intervene the effects. A quasi-experiment where an Internet survey was conducted, with different context containing the simulated product review with high and low trustworthiness levels. 210 valid samples were collected, and analyzed with SPSS, LISREL and SmartPLS 3.0.
Results show that perceived trustworthiness of information source and perceived homogeneity influence attitudes towards the product, which in turn influence purchasing intention. Furthermore, social media fatigue effectively moderates the influence of perceived trustworthiness on product attitude.

摘要.................................................................................................................................i
Abstract ......................................................................................................................... ii
目錄.............................................................................................................................. iii
圖目錄............................................................................................................................v
表目錄...........................................................................................................................vi
第一章 緒論..................................................................................................................1
1-1 研究背景............................................................................................................1
1-2 研究動機............................................................................................................2
1-3 研究目的............................................................................................................3
1-4 研究步驟............................................................................................................4
第二章 文獻探討..........................................................................................................5
2-1 網路口碑............................................................................................................5
2-2 社交媒體............................................................................................................6
2-3 社交媒體倦怠....................................................................................................6 2-4 同質性................................................................................................................7
2-5 態度....................................................................................................................8
2-6 訊息來源可信度................................................................................................9
第三章 研究方法........................................................................................................10
3-1 研究架構與假說..............................................................................................10 3-2 研究變數之定義與操作化..............................................................................12
3-3 研究設計..........................................................................................................18
3-4 資料分析方法..................................................................................................23
第四章 資料分析........................................................................................................24
4-1 樣本描述性統計..............................................................................................24 4-2 問卷量表之信度與效度檢驗..........................................................................27
4-3 整體模型配適度..............................................................................................32 4-4 研究假說檢定..................................................................................................35
4-4 小結..................................................................................................................38
4-5 事後分析..........................................................................................................39
第五章 結論與建議....................................................................................................43
5-1 研究結果與討論..............................................................................................43
5-2 學術意涵..........................................................................................................44
5-3 管理意涵..........................................................................................................45
5-4 研究限制..........................................................................................................46
參考文獻......................................................................................................................48
英文文獻..................................................................................................................48
中文文獻..................................................................................................................51
網路文獻..................................................................................................................51
附錄..............................................................................................................................53
1. 實驗問卷..........................................................................................................53
2. 二階構念 PLS 路徑分析圖...........................................................................59
3. 二階構念 PLS Bootstrapping 路徑分析圖 ...................................................60
4. 研究模型 PLS 路徑分析圖...........................................................................61
5. 研究模型 PLS Bootstrapping 路徑分析圖 ....................................................62

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