臺灣博碩士論文加值系統

隨著生活習慣的改變，消費習慣也會有影響，近年來，台灣對於熟食外送平台的發展相當迅速，至今已經有許多熟食業者加入電商市場希望能藉由熟食外送平台，提升自己的客流量和知名度，但有許多業者和消費者仍在觀望當中，所以本研究根據口碑建立模型，探討口碑豐富度、口碑量、口碑來源、態度以及使用意圖等變數，發放並收回了275份問卷，問卷以台灣16-60歲為對象，並使用SPSS統計軟體進行分析檢驗，最後再進行彙整與討論。

本研究結果發現口碑豐富度以及口碑量會正向影響消費者對熟食外送平台的態度；消費者對熟食外送平台的態度會影響使用意圖；口碑來源對口碑豐富度和口碑量存在干擾效果；知覺風險對於消費者對熟食外送平台的態度與使用意圖之間不存在干擾效果。在延伸分析上，男性和女性都會受到口碑量和口碑豐富度對使用態度的影響，而女性和30歲以上族群都認為口碑來源對口碑豐富度和使用態度之間有干擾效果。

In recent year, Taiwan’s Food Delivery Platform has developed very fast. So far, many food companies hope to join the Food Delivery Platform to improve their passenger reputation, attract new customers and enhance revenue. This study therefore aims at analyze the relationships among word of mouth richness, amount of word of mouth, source of word of mouth, attitude and usage intention. A conceptual model was constructed and a questionnaire was established. Questionnaires were then distributed and 275 respondents were collected.

From the analysis results, it is found that Word-of-mouth richness and number of Word-of-mouth positively influence Attitude and Attitude positively influences usage intention. However, Word of mouth source enhance the relationship among Word-of-mouth richness and number of Word-of-mouth and Attitude. Then, samples are classified by sex and age. It is found that regardless of gender will be affected by the number of word-of-mouth and word-of-mouth richness; Women and more than 30 ethnic groups believe that the source of word-of-mouth has a disturbing effect on word-of-mouth richness and attitude.

摘要...............................................................................................I
英文摘要......................................................................................II
目錄.............................................................................................III
圖目錄..........................................................................................V
表目錄.........................................................................................VI
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
第三節研究流程圖..................................................................4
第二章文獻探討............................................................................5
第一節口碑.............................................................................5
第二節理性行為理論…...........................................................9
第三節推敲可能性模型.........................................................13
第四節風險...........................................................................16
第五節假設推導....................................................................19
第三章研究方法..........................................................................23
第一節研究架構....................................................................23
第二節問卷設計....................................................................24
第三節研究對象與資料蒐集..................................................29
第四節資料分析方法.............................................................30
第四章分析結果….......................................................................32
第一節樣本結構分析…..........................................................32
第二節信效度分析…..........................................................…36
第三節相關分析…..............................................................…37
第四節假設驗證….............................................................…38
第五節延伸分析….............................................................…41
第六節討論…........................................................................47
第五章結論與建議.......................................................................51
第一節研究結論.....................................................................51
第二節理論貢獻.....................................................................52
第三節管理意涵.....................................................................52
第四節研究限制與未來研究建議............................................54
參考文獻…...................................................................................55
問卷.................................................................................................64

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