臺灣博碩士論文加值系統

近年來科技與資訊快速發展，網際網路在技術不斷的成熟完善下，逐漸成為了一個健全的商業環境，越來越多的消費者傾向於使用網路購買商品，雖然網路購物與一般通路相比具有多元化、個性化、交互性、快速性、廣泛性和全球性、開放性、豐富性等優點，但網路卻無法提供實體商品的購物體驗，使消費者對於網路產生不信任感，由於無法感受到實體的商品，只能以圖片商品資訊以及規格介紹等賣家提供的訊息和其他消費者的口碑來做判斷。因此，對於商家來說，如何通過經營消費者的口碑，提升消費者的品牌信任或降低消費者的知覺風險，使消費者增加購買意願，從而提升銷售額是一個值得研究的課題。
本研究主要在探討網路購物的消費者對於網路口碑品質、品牌信任、知覺風險和購買意願之間的關係。本研究使用網路問卷的方式，針對使用網路購物的消費者為研究對象，共回收了211份有效問卷，有效回收率為85.8%，並採用回歸分析法進行假說的驗證。研究結果證實，網路口碑的品質對於消費者的品牌信任具有顯著的影響，而品牌信任又顯著的影響了消費者的購買意願，消費者的知覺風險又會正向干擾網路口碑品質與品牌信任的關係。

Thanks to today's rapidly evolving science and technology, the Internet has gradually become a sound business environment. More and more consumers tend to use the Internet to go shopping. Compared to traditional channels, online shopping is more diverse, personalized, interactive, rapid, extensive, global, open, and rich. However, the Internet cannot provide the shopping experience of tangible goods, causing distrust in online shopping. Due to the intangibility of goods, consumers can only use the information provided by sellers such as the image of product, specifications and other consumers' word-of-mouth to make a judgment. So, it is important for businesses to know how to manage consumer’s online product evaluations in order to enhance consumers’ brand trust, reduce consumers’ perceived risk, and increase consumers' purchase intention.
This study explores the relationship between perceived E-WOM quality, brand trust and perceived risk of online shoppers. An online questionnaire survey among online shoppers collected a total of 211 valid questionnaires. Regression analysis was used to verify the hypothesis. Research results show that: 1) E-WOM quality has a significant impact on consumers' brand trust. 2) Brand trust has a significant impact on consumers’ purchase intention. 3) The perceived risk of consumer has a positive interference with the relationship between E-WOM quality and brand trust.

目錄
摘要............................................................. I
ABSTRACT ....................................................... II
致謝............................................................ III
目錄............................................................ IV
表目錄.......................................................... VI
圖目錄.......................................................... VII
第壹章、緒論 .................................................... 1
第一節 研究背景 ................................................. 1
第二節 研究動機 ................................................. 2
第三節 研究目的 ................................................. 4
第四節 研究流程 ................................................. 5
第貳章、文獻探討 ................................................ 7
第一節 中國大陸電商市場概況 ...................................... 7
第二節 口碑 .................................................... 14
第三節 品牌信任 ................................................ 18
第四節 知覺風險 ................................................ 20
第五節 購買意願 ................................................ 24
第叁章、研究方法 ............................................... 27
第一節 研究架構................................................. 27
第二節 研究假設................................................. 28
第三節 變數操作性定義與衡量方法.................................. 30
第四節 研究設計 ................................................ 34
第肆章、研究結果 ............................................... 39
第一節 敘述性統計分析........................................... 39
第二節 信度檢定分析 ............................................ 43
第三節 效度檢定分析 ............................................ 44
第伍章、結論與建議 ............................................. 49
第一節 研究結論................................................. 49
第二節 管理意涵................................................. 51
第三節 研究限制及未來研究方向 ................................... 53
參考文獻....................................................... 55
附錄：研究問卷 ................................................ 62

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