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研究生:李元萍
研究生(外文):LI, YUAN-PING
論文名稱:網路口碑對消費者購買意願之影響-以餐飲業為例
論文名稱(外文):The Influence of the Online Word-of-Mouth on Consumer Purchase Intention-A Case of Catering Industry
指導教授:徐子光徐子光引用關係
指導教授(外文):HSU, TZU-KUANG
口試委員:徐子光葉鳴朗俞龍通
口試委員(外文):HSU, TZU-KUANGYEH, MING-LANGYU, LONG-TONG
口試日期:2020-06-07
學位類別:碩士
校院名稱:中華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:58
中文關鍵詞:網路口碑知覺風險購買意願
外文關鍵詞:Online Word Of MouthPreceived RiskPurchase Intention
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  「秀才不出門,能知天下事」,已在當今社會上體現,隨著科技發展進步,網路無遠弗屆,近年來更是成為人人必備的重要資訊傳遞與接收之媒介。
正因為現今網路便利的關係,人們在對於不熟悉的產品要進行消費決策時,「網路口碑」便是消費者參考的重要依據之一。
  過往在進行網路口碑研究時,大多數都是以實體產品研究為主,以無形的服務性質研究較為缺乏,也正因為無形性的特點,會使顧客產生「知覺風險」,因此,本研究將針對餐廳服務業進行探討,探討網路口碑對於消費者之購買意願的影響,並加入知覺風險為中介變項,探究知覺風險在網路口碑及購買意願之間所產生的影響,以網路問卷方式發放問卷進行詳細分析,共回收322份有效問卷。並採用SPSS 26.0統計軟體進行資料分析。研究結果發現網路口碑對知覺風險有正向影響;知覺風險對購買意願有顯著正向影響;網路口碑對購買意願有正向影響;以及知覺風險在網路口碑與購買意願之間具有部分中介效果。
  "A scholar does not step outside his gate, yet he knows all the happenings under the sun." has been reflected in today's society. With the development of science and technology, the Internet has never been far away. In recent years, it has become an important medium for information transmission and reception.
  Because of the convenience of today's Internet, when people make consumer decisions about unfamiliar products, " Online Word Of Mouth" is one of the important basis for consumer reference.
  In the past, most of the Online Word Of Mouth research was based on the study of physical products. The lack of research on the nature of intangible services is also due to the intangible nature, which will cause customers to have “Perceived Risk”.
  Therefore, this study about Catering Industry will be explored to explore the impact of Online Word Of Mouth on consumers' willingness to purchase, and to add perceived risk as an intermediary variable to explore the impact of perceived risk on Electronic Word Of Mouth and purchase intention. Questionnaires were issued to conduct detailed analysis, and total have 322 valid questionnaires were collected. Using SPSS 26.0 statistical software for data analysis. The results of the study found that Online word-of-mouth has a positive effect on "perceived risk; perceived risk has a significant positive effect on purchase expectations; Online word of mouth has a positive impact on purchase intention;
and perceived risk has a partial mediating effect between Online word-of-mouth and purchase.
摘要.........................................................................................................................................i
ABSTRACT...........................................................................................................................ii
誌謝辭...................................................................................................................................iii
目錄.......................................................................................................................................iv
表目錄...................................................................................................................................vi
圖目錄.................................................................................................................................viii
第一章 緒論........................................................................................................................1
 第一節研究背景................................................................................................................1
 第二節研究動機................................................................................................................2
 第三節研究目的................................................................................................................2
 第四節研究流程................................................................................................................3
 第五節研究範圍................................................................................................................4
第二章 文獻探討................................................................................................................5
 第一節傳統口碑與網路口碑定義與差別........................................................................5
 第二節知覺風險................................................................................................................7
 第三節購買意願..............................................................................................................10
 第四節各構面之關係......................................................................................................11
第三章 研究設計..............................................................................................................13
 第一節研究架構..............................................................................................................13
 第二節研究假設..............................................................................................................13
 第三節操作型定義及衡量..............................................................................................13
 第四節研究方法..............................................................................................................16
第四章 研究結果分析與討論..........................................................................................18
 第一節問卷分析與抽樣方式..........................................................................................18
 第二節信度分析..............................................................................................................18
 第三節樣本敘述性統計..................................................................................................20
 第四節平均數之差異分析..............................................................................................24
 第五節迴歸分析..............................................................................................................27
 第六節中介效果驗證......................................................................................................31
第五章 研究結論與建議..................................................................................................33
 第一節研究結論..............................................................................................................33
 第二節研究限制與建議..................................................................................................34
參考文獻..............................................................................................................................37
附錄......................................................................................................................................40
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