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研究生:宋禹軒
研究生(外文):SONG, YUXUAN
論文名稱:顧客的不同信任與從眾效應在推薦系統中對產品促銷效果的影響:兩岸對比分析
論文名稱(外文):The Impact of Customer's Different Trust and Bandwagon Effect on Product Promotion Effectiveness in Recommendation System: A Cross-Strait Comparative Analysis
指導教授:吳祉芸
指導教授(外文):Wu, Chih-Yun
口試委員:白凢芸楊溥泰
口試委員(外文):Pai, Fan-YunYang, Pu-Tai
口試日期:2021-07-21
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:2021
畢業學年度:109
語文別:中文
論文頁數:55
中文關鍵詞:信任推薦系統從眾效應產品促銷效果PLS-SEM
外文關鍵詞:TrustRecommendation SystemBandwagon EffectProduct Promotion EffectivenessPLS-SEM
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當今社會存在資訊過載的情況,而推薦系統可以根據顧客需求,找出顧客需要的資訊。顧客在線上購物時搜索要購買的產品,推薦系統就會向顧客推薦不同品牌的產品,並進行排序。其中,信任會影響到用戶是否接受推薦系統的推薦。除此以外,很多時候顧客的從眾心理也會影響到其決策。本論文研究感知推薦系統信任,從眾效應与产品促销效果之间的关系。感知推薦信任是由三种信任信念組成的,分別是:能力信任,友善信任與诚信信任。並且在大陸與台灣分別發放問卷,進行對比分析。因為PLS-SEM的優點在於最小樣本需求、非常態性資料與測量尺度,所以數據分析使用PLS-SEM。大陸的分析结果與台灣的分析結果都表明,感知推薦系統信任對产品促销效果產生影響,從眾效應分別對感知推薦系統信任以及产品促销效果產生影響。
Nowadays, there is a problem of information overload, and the recommendation system can find out the required information according to customers’ needs. When customers are searching for products to purchase in online, the recommendation system will recommend different brands of products to customers and classify them. Especially, trust will affect whether customers accepts the recommendation of the recommendation system. In addition, the Bandwagon Effect of customers will also affect the customer's decision-making in many cases. This thesis discusses about the relation between Perceived Recommendation System (RS) Trust, Bandwagon Effect, and Product Promotion Effectiveness. Specifically, there is three types of belief consisted in Perceived RS Trust: Competence belief, Benevolence belief, and Integrity belief. Besides, the questionnaires is distributed in different places for comparative analysis. PLS-SEM has the advantage in the minimum sample size requirement, non-normal data and measurement scale, thus this research will use PLS-SEM for data analysis. As a result, this cross-strait analysis shows that Perceived RS Trust causes an impact on Product Promotion Effectiveness, and the Bandwagon Effect also causes an impact on Perceived RS Trust and Product Promotion Effectiveness respectively.
中文摘要 I
ABSTRACT II
目錄 III
表目錄 V
圖目錄 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 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 感知推薦系統 6
第二節 從眾效應 7
第三節 產品促銷效果 8
第三章 研究方法 10
第一節 研究架構 10
第二節 研究方法 11
第三節 研究對象 12
第四節 問卷設計 13
第五節 分析方法及工具 15
第四章 研究結果與討論 19
第一節 描述性分析 19
第二節 組合信度 25
第三節 輻合效度 25
第四節 區別效度 28
第五節 共線性分析與拔靴法 30
第六節 決定係數 35
第五章 結論與未來建議 37
第一節 研究結論 37
第二節 管理意涵 39
第三節 研究對比 40
第四節 研究限制 41
第五節 未來建議 42
參考文獻 43
附錄 48

表目錄
表3-1 問卷構念來源 13
表3-2 組合信度CR的解讀 15
表3-3 R2的標準 18
表4-1 有效問卷統計表 19
表4-2 大陸受訪者人口統計數據 19
表4-3 台灣受訪者人口統計數據 22
表4-4 信度分析 25
表4-5 平均變異萃取量 26
表4-6 因素負荷量 26
表4-7 交叉負荷量 28
表4-8 FORNELL-LARCKER分析 30
表4-9 HTMT分析 30
表4-10 大陸樣本共線性分析 31
表4-11 台灣樣本共線性分析 31
表4-12 大陸樣本拔靴法結果 33
表4-13 台灣樣本拔靴法結果 35
表4-14 決定係數 35
表5-1 假說檢定結果 38

圖目錄
圖1-1 研究流程圖 5
圖3-1 研究架構圖 10
圖4-1 大陸樣本拔靴法結果 33
圖4-2 台灣樣本拔靴法結果 34
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