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研究生:王怡如
研究生(外文):Yi-Ju Wang
論文名稱:網路口碑、口碑接受度、聯繫強度與購買意願關係之研究 -以網路郵購服飾品牌
論文名稱(外文):The Study of the Relationship of Electronic Word of Mouth, Consumers' Acceptance of WOM, Tie Strength and Purchase Intention - A Case Study of Internet Mail Order Clothing Brand “Lativ”
指導教授:王之弘王之弘引用關係
指導教授(外文):Chih-Hung Wang
口試委員:薛昭義賈棟忠
口試委員(外文):Chao-I HsuehTung-Chung Ku
口試日期:2015-06-25
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:企業管理系碩士班
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:2015
畢業學年度:103
語文別:中文
論文頁數:92
中文關鍵詞:網路口碑口碑接受度購買意願聯繫強度
外文關鍵詞:Electronic Word of MouthConsumers' Acceptance of WOMTie StrengthPurchase Intention
相關次數:
  • 被引用被引用:29
  • 點閱點閱:1563
  • 評分評分:
  • 下載下載:504
  • 收藏至我的研究室書目清單書目收藏:1
本研究將網路口碑分為正向口碑與負向口碑,以探討網路流行服飾消費者之網路口碑與口碑接受度對購買意圖之關係,是否會因消費者之訊息傳遞者聯繫強度之不同,而有不同的影響。在資料蒐集與分析方面,採問卷調查法,調查對象為會上網至Lativ facebook粉絲專頁瀏覽網路流行服飾網路口碑之網路購物消費者,以人員發放與網路發放兩種方式,共回收168份問卷,並以SPSS18.0進行信效度分析、敘述統計分析、獨立樣本t檢定、單變量分析、線性迴歸分析。本研究為二因子實驗設計,自變項包含 2(網路口碑:正面口碑/負面口碑)×2(聯繫強度:緊密聯繫/微弱聯繫),本研究發現,Lativ網路流行服飾之正面口碑與負面口碑,消費者之口碑接受度沒有顯著差異;而消費者之聯繫強度愈強,口碑接受度也越高;聯繫強度為緊密聯繫或微弱聯繫,口碑正負性沒有顯著性差異;口碑接受度對購買意願有顯著影響關係。最後,本研究提出以下建議與管理意涵,網路流行服飾之經營,不應只追求網路口碑的提升,更應提升意見交流平台的互動,並鎖定有使用聯繫強度強的交流平台之消費者為目標市場,促使消費者產生購買意願。
This study will eWOM into positive and negative word of mouth reputation, reputation and word of mouth to explore the Internet network fashion consumer acceptance of the purchase intent of the relationship, whether due to deliver a message to contact consumers of intensity different, and have different effects. In the data collection and analysis, mining questionnaire, the survey will be online as Lativ facebook fan page to browse the Internet Fashion eWOM of online shopping consumers in order to grant staff paid and the Internet in two ways, total 168 questionnaires were recovered, and SPSS18.0 reliability and validity analysis, descriptive statistics analysis, independent sample t test, univariate analysis, linear regression analysis. This study is two-factor experimental design includes two independent variables (eWOM: positive word of mouth / negative word of mouth) × 2 (contact intensity: close contact / weak link), this study found that positive word of mouth and Lativ network of Fashion negative reputation, the reputation of consumer acceptance of no significant differences; and stronger consumer associates strength, reputation higher acceptance; contact strength of close contact or weak links, positive and negative word of mouth no statistical significance; reputation acceptance of purchase intention significantly affect the relationship. Finally, this study proposes the following management advice and management implications, network of fashion, not only the pursuit of promotion eWOM, should enhance the interactive platform for exchange of views, and there is the use of consumer contact locking strength strong platform for the exchange of who is the target market, prompting consumers willingness to buy.
目 錄
中文摘要 i
英文摘要 ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 viii

第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題4
第三節 研究目的5
第四節 研究範圍與限制6
第五節 研究流程7
第二章 文獻探討8
第一節 台灣網路流行服飾業與Lativ網路流行服飾概況8
第二節 網路口碑12
第三節 口碑接受度16
第四節 聯繫強度19
第五節 購買意願23
第三章 研究方法26
第一節 研究架構26
第二節 研究假設27
第三節 變數定義與衡量工具30
第四節 實驗設計36
第五節 樣本與資料蒐集40
第六節 資料分析方法與分析架構 46
第七節 信度與效度分析 48
第四章 實證資料分析 50
第一節 樣本結構50
第二節 假說檢定54
第五章 結論與建議60
第一節 研究結論60
第二節 管理意涵與未來研究建議65
參考文獻67
中文部分67
英文部分71
附件79
附件一 正式問卷79
附件二 前測樣本結構90


表 目 錄
表2-1 國內外學者對「網路口碑」定義一覽表13
表2-2 國內外學者對「聯繫強度」定義一覽表19
表2-3 聯繫強度之差異22
表2-4 國內外學者對「購買意願」定義一覽表24
表3-1 網路口碑問卷衡量31
表3-2 聯繫強度衡量表32
表3-3 口碑接受度問卷題項彙整表33
表3-4 購買意願問卷題項彙整表34
表3-5 實驗組合38
表3-6 口碑資訊正負性操弄檢定42
表3-7 聯繫強度操弄檢定43
表3-8 口碑接受度量表44
表3-9 購買意願量表45
表3-10 口碑接受度信度分析48
表3-11 購買意願信度分析49
表4-1 樣本結構50
表4-2 實驗組別51
表4-3 基本消費資料調查表52
表4-4 購買動機調查表53
表4-5 得知品牌來源調查表53
表4-6 網路口碑的情況下,正面/負面口碑對購買意願影響的t檢定54
表4-7 網路口碑的情況下,聯繫強度對口碑接受度影響的t檢定 55
表4-8 各實驗組的各變項反應值57
表4-9 自變數效果檢定57
表4-10 在正負口碑的情況下,口碑接受度對購買意願影響的迴歸分析58
表4-11 假說檢驗表59


圖 目 錄
圖1-1 研究流程圖 7
圖3-1 研究架構圖 26
圖3-2 統計分析架構圖47

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