臺灣博碩士論文加值系統

現今正處於一個開放的社會及資訊爆炸的時代，網路熱潮興起，故在網路上的一群人有著彼此的興趣且共同的話題而形成了「虛擬社群」，而這些社群中因彼此可透過共通的話題及興趣，故通常具有較高的凝聚力(謝明晃，2005年)。而市面上的商品也愈來愈多樣，當許多消費者在購買前也會上網搜尋相關資訊，進而考量是否購買此商品。本研究之動機在於對於網路口碑是否影響對購買意願的程度，本研究將針對商品的「網路口碑」之高低對「購買意願」的影響進行研究，其中，干擾變數為消費者個人的之「涉入程度」。
本研究主要以台灣地區16歲以上有購買經驗者為樣本，以隨機發放網路問卷進行問卷調查，共發出問卷150 份，有效問卷共100 份，經由因素分析及多元迴歸分析方法，研究結果發現：
(1)商品之網路口碑越高，消費者之購買意願也就越高。
(2)消費者之涉入程度會正面干擾網路品碑與購買意願的關係。

We are at the era of open society and information explosion. The Internet fever has risen. People who have mutual interests and topics have formed “virtual communities” on the Internet. These communities usually have higher cohesion due to these mutual topics and interests (Ming-huang Shieh, 2005). There are more and more various commodities on the market. Many consumers also look for related information before they purchase and consider if they will buy this product. The motive of this study is to explore if Electronic Word of Mouth affects the purchase intention. This study aims to survey how the eWOM of commodities affects purchase intention. The intervening variable is consumers’ personal involvement level.
The main survey samples of this study are Taiwanese people who are more than 16 years old and have purchasing experience. The investigation is conducted by random 150 Internet questionnaires. 100 valid questionnaires are analyzed by factor analysis and multiple regression analysis and the conclusions are made as follows:
1. The higher the eWOM is, the higher the consumers’ purchase intentions are.
2. Consumers’ involvement level positively interferes the interrelationship between eWOM and purchase intention.

誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 VII
圖目錄 VII
第一章 緒論 1
第一節 ‘研究背景及動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 網路口碑 Electronic Word of Mouth 3
第二節 涉入程度 Involvement Level 13
第三節 購買意願 Purchase Intention 47
第三章 研究方法 50
第一節 研究架構 50
第二節 研究假設 51
第三節 各構面衡量工具 51
第四節 研究範圍與對象 56
第五節 資料分析方法 56
第六節 信度分析與效度分析 62
第四章 結果與討論 64
第一節 敘述統計 64
第二節 迴歸分析 65
第五章 結論與建議 67
第一節 研究結論 67
第二節 建議 68
第三節 研究限制 68
參考文獻 69
附錄一：問卷 70

池文海、唐資文、林怡安(民96)，消費者購買涉入、品牌權益、知覺風險與顧客忠誠度之關係，中華管理評論國際學報，第13 卷，第2 期，91-113 頁
何雍慶、林美珠(2007)：電子商務顧客網路購物知覺價值因果關係之研究–以國內大專生為例。顧客滿意學刊, 第3 期，第1 期，61-69頁
余國維(民86)消費屬性與產品特性對網路購物意願之影響，國立成功大學交通管理科學研究所碩士論文
吳廣文、黃紹彥、林琦珍、吳昆璋(民98)，品牌來源國及品牌權益對年輕女鞋消費者購買意願之影響，中華管理學報，第10 卷，第3 期，25-44 頁
林佳燕(民95)，交易成本對網路購買意願影響之研究，國立台北商業技術學院商學研究所碩士論文
翁嘉伶(民100)，網路口碑因素影響消費者購買數位相機說服效果之研究。國立交通大學碩士論文
陳玫真、黃營杉(民98)，網站可用性對消費者行為意圖影響之研究，東吳經濟商學學報，第67 期，79-106 頁
Bone P. Word-of-Mouth effects on short-term and long-term product judgements[J]. Journal of Business Research 1995,32(3):213-223.
John C., Sojin P., Alex Z. Toeard a theorhy of motivation and personality with application to word-of-mouth communications[J]. Journal of Business Research, 2007,60(6):590-596.
[18] Holbrook M. Byond Attitude Strueture[J]. Journal of Marketing Research，1978，(15):546-556.
[19] Duhan D., Johnson S., Wilcox J., Harrell G. Influences on Consumer Use of Word-of-Mouth Recommendation Sources[J]. Journal of Academic Marketing Science, 1977, 25(4):283-295.
[20] Brister J. Word of Mouth Communication and Their Effects in Consumer Network[J]. Advances in Consumer Research, 1991, 18:155-169.
[21] Herr P., Kardes, F., Kim J. Effects of Word-of-Mouth and Product-Attribute Information an Persuasion:An Accessibility-Diagonositicity Perspective[J]. Journal of Consumer Research, 1991, 17(4):454-462.
[22] Ahluwalia R.,Robert E., Rao U. Consumer Response to Negative Publicity:The Moderating Role of Commitment [J]. Journal of Marketing Research, 2000, 37:97-108.
[23] Sen S., Lerman D. Why are you telling me this? An examination into negative consumer reviews on the web[J]. Journal of Interactive Marketing 2007, 21(4):76-94.
[24] Park D., Lee J., Han I. The effect of on-line consumer reviews on consumer purchasing iniention:The moderating role of involvement [J].International Joumal of Electronic Commerce, 2007, 11(4):125-148.
[25] Petty R., Cacioppo J. The effects of involvement on response to argument quantity and quality:Central and peripheral routes to persuasion[J]. Joumal of Personality and Social Psychology，1984，46(1):69-81.
[26] Petty R., Cacioppo J., Sehumann D. Central and peripheral routes to advertising effectiveness:the moderating role of involvement[J]. Journal of Consumer Research, 1983, 10(2):135-146.
[27] Zaichkowsky J. Measuring the Involvement Construct [J]. Journal of Consumer Research, 1985, (12):341-352.
[28] Hawkins D., Roger J., and Kenneth A. Consumer Behavior:Building Marketing Strategy, 7th. NY:McGraw-Hill, 1998.
[29] Punj G., Staelin R. Model of Consumer Information Search Behavior for New Automobiles[J]. Journal of Consumer Research, 1983, 9(4):366-380.
[30] Johnson,E.J.&Russo,J.E.Product Familiarity and Learning New Information[J]. Journal of Consumer Research, 1984, 11(1):542-550.
[31] Mary C., John L., Mary F. and Laura J. a dynamic study of interpersonal information search[J]. Journal of the Academy of Marketing Science.
[32] Herr P., Kardes F., Kim J., Effects of word-of-mouth and product-attribute information on persuasion:An accessibility-diagnosticity perspective [J]. Journal of Consumer Research, 1991, 17(4), 454-462.
[33] Mcknight D., Choudhury V., and Kacmar C. The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model[J]. Journal of Strategic Information Systems, 2002, 11(3-4):297-323.
[34] Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh and Dwayne D. Gremler, “Electronic Word-of-Mouth Via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?,” [J] Journal of Interactive Marketing, vol. 18, no. 1, 2004, pp. 38-52.
[35] Wirtz, Jochen and Patricia Chew, “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour” [J.] International Journal of Service Industry Management , vol. 13, no. 2, 2002, pp. 141-162.
[36] Laczniak, Russell N., Thomas E. DeCarlo and Sridhar N. Ramaswami, “Consumers' Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective,” [J]. Journal of Consumer Psychology, vol. 11, no. 1, 2001, pp. 57-73.
[37] Strauss, Judy and Donna J. Hill , “Consumer Complaints by E-mail: An Exploratory Investigation of Corporate Responses and Customer Reactions,” [J].Journal of Interactive Marketing, vol. 15, no. 1, 2001, pp. 63-73.
[38] Bansal, Harvis S. and Peter A. Voyer, “Word-of-Mouth Processes Within a Services Purchase Decision Context,” [J]. Journal of Service Research, vol. 3, no. 2, 2000, pp. 166-177.
[39] Bettman, James R., An Information Processing Theory of Consumer Choice, 3th ed., MA: Addison-Wesley, 1979.
[40] Schmidt, Jeffrey B. and Richard A. Spreng, “A Proposed Model of External Consumer Information Search,” [J]. Journal of the Academy of Marketing Science, vol. 24, no. 3, 1996, pp. 246-256.
[41] Brucks, Merrie, “The Effects of Product Class Knowledge on Information Search Behavior,” [J]. Journal of Consumer Research, vol. 12, no. 1, 1985, pp. 1-16.
[42] Murray, Keith B., “A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” [J]. Journal of Marketing, vol. 55, no. 1, 1991, pp. 10-25.
[43] Edwards, Kari and Edward E. Smith, “A Disconfirmation Bias in the Evaluation of Arguments,” Journal of Personality and Social Psychology, vol. 71, no. 1, 1996, pp. 5-24.
[44] Briggs, Rex and Nigel Hollis, “Advertising on the Web: Is There Response before Click-Through,” [J].Journal of Advertising Research, vol. 37, no. 2, 1997, pp. 33-45.
[45] Brown, Jacqueline Johnson and Peter H. Reingen, “Social Ties and Word-of-Mouth Referral Behavior,” [J]. Journal of Consumer Research, vol. 14, no. 3, 1987, pp. 350-362.