臺灣博碩士論文加值系統

隨著Web 2.0的發展，使用者原創內容 (UGC) 的評論 (回饋與使用心得) 網站突破了傳統口碑 (WoM) 的限制。購物網站裡的顧客回饋與使用心得 (顧客評論) 被認為是其中一種最有影響力的電子口碑 (e-WoM)，可以形塑顧客的態度，順暢他們的購買決策。網路回饋與使用心得提供了許多資訊給顧客，然而，過多的回饋與使用心得，以及其匿名的本質讓顧客難以辨認出哪個才是最相關的資訊和最誠實的意見。故在知覺可信度的影響下，能夠對這些回饋與使用心得的外部性與擴散性有深刻的理解是很重要的。
在眾多預測顧客購買態度與行為的因素中，知覺可信度是其中一個重要的因素。根據知覺可信度的相關理論，本文作者發展了一個整合架構，將顧客對於網路購物的回饋與使用心得之知覺可信度及其前置因素連結起來。本模型包含三個知覺可信度的前置因素 (網站可信度、回饋與使用心得內容可信度、回饋與使用心得來源可信度)，以及二個結果因素 (電子口碑、購買意圖)。使用結構方程模式來分析此模型。
數據透過網路問卷來收集。結果發現知覺可信度中介了前置因素 (網站可信度、回饋與使用心得內容可信度、回饋與使用心得來源可信度) 以及結果因素 (電子口碑，購買意圖)。這些發現對知覺可信度如何形成顧客決策提供了一個更全面性的圖像。

With the development of Web 2.0, user-generated content (UGC) review websites break through the limitations of traditional Word of Mouth (WoM). Customer reviews in shopping websites are considered as one of the most influential types of electronic Word-of-Mouth (e-WoM) in shaping consumer attitudes and facilitating purchase decisions. Online reviews provide a wealth of information to consumers. However, the overwhelming numbers of reviews available online and the anonymous nature of reviewers make it difficult for web users to identify the most relevant information and honest opinions about a product. It is critical to have a deep understanding of externalization and diffusion of online review under the effect of perceived credibility.
The perceived credibility is one of the most important factors that predicted people attitudes and behavior to purchasing intention. Based on the perceived credibility-related-theories, the author develops an integrated framework linking the antecedents that affect to perceived credibility of customers’ review on online shopping. Structural equation modeling was used to test the proposed model with three groups of antecedents of perceived credibility consisting of website credibility, review content credibility, and review source credibility and two groups of consequences consisting of e-WoM, and purchasing intention.
Data was collected through web-based survey. The results found that perceived credibility is a mediator between antecedents (website credibility, review content credibility, and review source credibility) and consequences (e-WoM, and purchasing intention). The findings provide a more comprehensive picture of how perceived credibility may foster customers’ decision making.

ACKNOWLEDGEMENT I
ABSTRACT III
摘要 IV
TABLE OF CONTENTS V
LIST OF TABLES X
LIST OF FIGURES XII
CHAPTER 1 1
INTRODUCTION 1
1.1. Research background 1
1.2. Research Problems and motivation 4
1.3. Research objectives 6
1.4. Research questions 7
1.5. Significance of Study 8
1.6. Dissertation structure 8
CHAPTER 2 11
LITERATURE REVIEW 11
2.1 Word of Mouth 11
2.1.1 Definition of WOM 11
2.1.2 The Influence of WoM on consumer behavior 13
2.2 Electronic Word of Mouth 14
2.2.1 Definition 14
2.2.2 Types of e-WoM communications 16
2.2.3 The influence of e-WoM 17
2.3 Online Customer Review 20
2.3.1 Definition 20
2.3.2 The effect of online customer reviews 21
2.3.3 Communication element of Online Reviews 23
2.3.3.1 Valence 23
2.3.3.2 Helpfulness Indicator 23
2.3.3.3 Review contents 24
2.4 Perceived Credibility 27
2.4.1 Definition 27
2.4.2 Element of perceived credibility 27
2.4.2.1 Source credibility 27
2.4.2.2 Medium credibility 28
2.5 Perceived credibility theories and research 30
2.5.1 The attribution theory 30
2.5.2 Self-perception theory 30
2.5.3 Prominence-Interpretation Theory 31
2.5.4 Elaboration Likelihood Model (ELM) 32
2.5.5 Social Judgment Theory 33
2.5.6 Social Information Processing Theory (SIPT) 34
2.5.7 The Information Integration Theory 34
2.6 Online Shopping and Customer Reviews 38
2.7 Online shopping in Vietnam 40
2.8 Theoretical framework and hypothesis development 42
2.8.1 Web Credibility 44
2.8.1.1 Web Features and Web Efficiency 45
2.8.1.2 Immediacy feedback 47
2.8.2 Review content Credibility 49
2.8.2.1 Review Rating 49
2.8.2.2 Review quality 51
2.8.2.3 Review Argument 52
2.8.3 Review Source Credibility 54
2.8.3.1 Social Interaction 55
2.8.3.2 Self-Disclosure 58
2.8.4 Perceived credibility 59
2.8.5 e-WOM and Purchasing Intention 60
2.8.6 Mediation Effect of Perceived Credibility 64
CHAPTER 3 65
RESEARCH METHODOLOGY 65
3.1 Theoretical Framework of Perceived Credibility 65
3.2 Measurement 68
3.2.1 Measure of website credibility-related constructs 68
3.2.2 Measure of Review Content-related-constructs 69
3.2.3 Measure of Review Source Creditability-related constructs 71
3.2.4 Measure of Perceived credibility 72
3.2.5 Measure of Purchasing Intention and eWoM 72
3.3 Control Variables 73
3.4 Study Setting 74
3.4.1 Questionnaire and Instrument 74
3.4.2 Pilot Test 75
3.4.3 Sampling Strategy 76
3.5 Data Analysis 78
3.5.1 The software for analysis 78
3.5.2 Descriptive statistics 78
3.5.3 Harman's single factor test for common method variance 79
3.5.4 Factor Analysis 79
3.5.5 Reliability and Validity 80
3.5.6 Structural Equation Modelling 80
3.5.7 Boostrapping 81
CHAPTER 4 83
DATA ANALYSIS AND RESULTS 83
4.1 Sample 83
4.2 Sample Size 87
4.3 Data assumption checks 88
4.3.1 Outlier Checking 88
4.3.2 Normality Checking 89
4.4 Measurement model Analyses 92
4.4.1 Reliability 92
4.4.2 Validation 94
4.4.3 Testing the Structural Model 100
4.5 Mediation checking 105
CHAPTER 5 107
DISCUSSION AND CONCLUSION 107
5.1 Discussion 107
5.2 Implication 109
5.2.1 Theoretical Implications 109
5.2.2 Management Implications 111
5.2.3 Limitations of the research 112
References 114
APPENDIX 132
Appendix 1: The study questionnaire – English Version 132
Appendix 2: The study questionnaire - Vietnamese Version 137

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