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研究生:蘇鵬仁
研究生(外文):SU, PENG-JEN
論文名稱:情緒和產品類型對可信度與知覺有用性的影響
論文名稱(外文):The Effects of Emotions and Product Types on Credibility and Perceived Usefulness
指導教授:林靜儀林靜儀引用關係
指導教授(外文):LIN, CHING-YI
口試委員:王崇昱葉貞吟
口試委員(外文):WANG, CHUNG-YUYEH, JEN-YINY
口試日期:2022-01-12
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:66
中文關鍵詞:評論效價負面評論負面情緒可信度知覺有用性
外文關鍵詞:review valencenegative reviewsnegative emotionscredibilityperceived usefulness
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  線上顧客評論已成為消費者在網購決策過程中獲取產品相關資訊的重要來源之一。本研究以大學生與碩士生為研究對象,採用受測者間實驗設計,探討評論效價(正面、負面)、負面情緒(有、無)和產品類型(實用產品、享樂產品)對可信度與知覺有用性的交互作用。有效問卷共計300份。
  本研究結果經t檢定、變異數分析與迴歸分析,結果發現:(1)相對於正面評論,負面評論的可信度較低;(2)負面評論的知覺有用性顯著低於正面評論;(3)評論可信度會提高知覺有用性;(4)負面情緒會減弱負面評論對知覺有用性的效果;(5)相對於享樂產品,實用產品的負面評論對知覺有用性未有顯著較強烈的作用;(6)相對於享樂產品,實用產品的負面評論若伴隨著負面情緒會降低可信度與知覺有用性。檢驗結果對相關業者的行銷策略與管理實務提供管理意涵和建議。
  Online customer reviews have become one of the important sources for consumers to obtain product-related information in the online shopping decision-making process. This study uses an experimental design between subjects to explore the interaction effects of review valence (positive and negative), negative emotions (with and without), and product types (utilitarian products and hedonic products) on credibility and perceived usefulness. This research takes Taiwanese university students and master students as the research objects and uses online questionnaires to collect relevant data. There are a total of 300 valid questionnaires.
  The results of this study were tested by t-test, variance analysis and regression analysis. The results found that: (1) Compared with positive reviews, negative reviews have lower credibility; (2) the perceived usefulness of negative reviews is significantly lower than that of positive reviews; (3) the credibility of reviews will increase the perceived usefulness; (4) negative emotions will weaken the effect of negative reviews on perceived usefulness; (5) negative reviews had an insignificant stronger effect on perceived usefulness for utilitarian (vs. hedonic) products; (6) Negative reviews with negative emotions by online reviewers predict a less credibility and perceived usefulness for utilitarian (vs. hedonic) products. The findings provide several significant implications and suggestions for marketing strategy and managerial practice.
謝誌 I
中文摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VII

第一章 緒論 1
第二章 文獻探討與發展假設 4
 第一節 線上顧客評論 4
 第二節 評論效價 5
 第三節 可信度(credibility) 6
 第四節 負面評論對可信度的影響 7
 第五節 幫助性和知覺有用性 9
 第六節 負面評論和可信度對知覺有用性的影響 9
 第七節 負面情緒 11
 第八節 產品類型的調節作用 12
第三章 研究方法 15
 第一節 實驗操弄設計 15
 第二節 前測 16
 第三節 問卷設計 17
  一、評論效價 17
  二、負面情緒 17
  三、可信度 17
  四、知覺有用性 17
 第四節 資料收集 18
 第五節 統計方法 18
  一、敘述性統計 18
  二、相關與信度分析 18
  三、變異數分析 19
  四、多元迴歸分析 19
第四章 研究結果 20
 第一節 受測者基本資料 20
 第二節 信度分析 22
 第三節 相關分析 23
 第四節 假設驗證 24
第五章 結論與建議 31
 第一節 結論 31
 第二節 理論與實務意涵 33
 第三節 研究限制與建議 34
參考文獻 36
 一、中文文獻 36
 二、英文文獻 36
附錄 48
 附錄一 問卷紙本A 48
 附錄二 問卷紙本B 51
 附錄三 問卷紙本C 54
 附錄四 問卷紙本D 57
 附錄五 問卷紙本E 60
 附錄六 問卷紙本F 64
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