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研究生:柏思平
研究生(外文):POTHIPAN APINYA
論文名稱:泰國蝦皮購物平台產品評論可信度之研究
論文名稱(外文):THE STUDY OF THE PRODUCT REVIEW CREDIBILITY ON SHOPEE PLATFORM IN THAILAND
指導教授:彭國芳彭國芳引用關係
指導教授(外文):PENG, KUO-FANG
口試委員:李逢嘉謝翠娟
口試委員(外文):LI, FENG-CHIASHIEH, TSUEY-JIUAN
口試日期:2022-06-23
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:83
中文關鍵詞:線上產品評論蝦皮購物平台評論可信度評論者專業度評論者可信賴度個人相似度產品使用相似度
外文關鍵詞:Online product reviews (OPR)Shopee PlatformReview CredibilityReviewer expertiseReviewer trustworthinessPersonal similarityUsage similarity
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在泰國電子商務的市場裡,蝦皮購物平台是非常知名而受到歡迎的,在泰國各地的線上顧客與消費者,隨時隨地都能極為便利與流暢地使用該平台的購物服務。泰國國家數位經濟社會推動委員會辦公室發布報告指出,泰國民眾已經越來越信任並接受網路上的產品與服務,光是行動網路銀行服務的使用率就已經從37.7%快速成長至76.6%,使得泰國市場對於行動銀行與行動支付的使用率已成為全球最高的成熟市場之一。蝦皮購物平台在泰國推出了行動APP的購物平台提供了各式各樣的商品,尤其在新冠疫情中更是幫助了諸多商務賣家渡過嚴峻的營業危機。跟傳統實體商務相比,該平台能夠協助賣家快速標定並觸及目標客群,也促使許多賣家都紛紛開始運用該平台來拓展競爭策略以說服自己的客群喜歡並購買商品。然而這當中不免浮現了一個關鍵議題,那就是購物平台上所提供的商品評論閱讀及其可信度的問題。蝦皮購物平台上所提供的商品評論往往影響了線上消費者對於購物決策的評估乃至於其進一步的購買意願,然而針對泰國市場的研究卻仍相對不足,本研究基於文獻探討提出一個研究模型並經過問卷調查使用路徑分析檢定實證後發現,蝦皮購物平台上評論者的專業度、評論者-閱讀者的商品使用相似度並未獲得支持,而是評論者的可信賴度、評論者-閱讀者的個人相似度、評論內容品質因子才是蝦皮平台商品評論可信度主要的顯著影響因素,最後,本研究亦試圖提出調節干擾因素的檢定然而卻都未能對研究模型的影響關係獲得明顯的干擾效果。本研究之意涵與具體建議亦將於文末有所討論。
Presently, online Shopee platform is very famous in Thailand, every part of Thailand can be accessible the Shopee's usage which provides convenience and fluency in shopping for users or consumer who want to shop anytime, anywhere. Office of National Digital Economy and Society Commission (2021) report that people accept and trust the usage of e-commerce more, with more people buying products and services through online channels. Increased from 37.7% to 76.6% and Thailand has the highest value of online payments via mobile banking in the world. The Shopee Application on e-commerce channel is app which provide service to sell various products, it is a marketing channel that can help salvage the crisis for sellers because it can reach quickly consumers and meet the target group. Many sellers, they are trying to use a new strategy to compete, persuade customers to purchase product. The one thing is important for sell online on Shopee platform is credibility and also thing which make consumer decision purchase is product reviews reading. Thus, credibility of product reviews on online Shopee is important and effect to customer’s purchase intention. Our research found reviewer expertise, and reviewer-receiver usage similarity were rejected in this research. In terms of reviewer trustworthiness, reviewer-receiver personal similarity, and content quality factors were supported. And finally, moderating effect testing was not found to be significant.
CHINESE ABSTRACT i
ENGLISH ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1. INTRODUCTION 1
1.1 Background of the Study 4
1.2 Motivation 5
1.3 Research Objective 6
1.4 Research Questions 7
1.5 Scope of the Research 7
1.6 Research Organization 7
CHAPTER 2 LITERATURE REVIEW 9
2.1 Online Product Review 9
2.2 Online Purchase Intention11
2.3 Online Consumers' Buying Decision 12
CHAPTER 3. METHODOLOGY 15
3.1 Research Model 15
3.2 Factors Affecting Shopee Review Credibility and Hypothesis Development 16
3.2.1 Reviewer Expertise 16
3.2.1.1 Reviewer Expertise and Review Credibility 17
3.2.2 Reviewer Trustworthiness 17
3.2.2.1 Reviewer Trustworthiness and Review Credibility 18
3.2.3 Reviewer-Receiver Personal Similarity 18
3.2.3.1 Reviewer-Receiver Personal Similarity and Review Credibility 19
3.2.4 Reviewer-Receiver Usage Similarity 19
3.2.4.1 Reviewer-Receiver Usage Similarity and Review Credibility 20
3.2.5 Content Quality 20
3.2.5.1 Content Quality and Review Credibility 21
3.2.6 Review Credibility 21
3.2.6.1 Review Credibility and Purchase Intention 22
3.2.7 Online Shopping Experience 23
3.2.8 Product Involvement 24
3.3 Questionnaire Design 25
CHAPTER 4. DATA COLLECTION AND ANALYSIS 29
4.1 Data Collection Plan 29
4.2 Sample Demographics 29
4.3 Reliability and Validity Test 36
4.4 Convergent Validity Analysis 37
4.4.1 Composite Reliability (CR) and Factor Loading of the Indicator 37
4.4.2 Discriminant Validity 39
4.5 Measurement Model and Structural Model (Hypothesis Testing) 40
4.6 Moderating Effect testing 45
4.6.1 HIGH shopping experience level vs LOW shopping experience level 45
4.6.2 HIGH product involvement level vs LOW product involvement level 52
CHAPTER 5. CONCLUSION 58
5.1 Main Finding and Discussions 58
5.2 Limitations and Future Directions 62
5.3 Recommendations or Suggestions 63
REFERENCES 64
APPENDICES: I (English) 70
APPENDICES: II (Thai) 77

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