臺灣博碩士論文加值系統

資策會MIC（2014）調查發現台灣高達81% 的消費者在購物前會利用搜尋網路口碑，然而消費者對不同網路口碑來源的信任度不同，他們對部落客名人的信任度遠低於社群網站和討論區的網友。且近年女性獨立自主意識提升，對於制定購買決策具有獨立思考能力，要如何透過網路口碑影響這群時代新女性-購物自信者，是企業為了制定更好的行銷策略所需了解的議題，本研究對購物自信者之定義為具有理想點、獨立自我建構、自我效能高之消費者。而本研究的目的為探討網路口碑對購物自信者產品態度的影響，並比較部落格和消費者評價網站之溝通效果，以了解理想點、自我建構和自我效能對網路口碑後產品態度之影響。
研究結果顯示，理想點對於消費者評論網站的網路口碑後產品態度具有顯著正向影響；相依自我建構對於網路口碑後產品態度具有顯著正向影響，不論是在部落格或消費者評論網站上都成立；自我效能對於部落格的網路口碑後產品態度具有顯著負向影響；而事前產品態度對於網路口碑後產品態度具有顯著正向影響，不論是在部落格或消費者評論網站上都成立。由此可知，消費者評論網站對購物自信者產品態度的正面影響效果較顯著，因此企業可以與消費者評論網站合作，提供關注自己品牌之消費者試用品、鼓勵其撰寫試用評論以提高口碑聲量。而本研究結果亦發現，消費者評論網站後之產品態度明顯高於部落格後之產品態度，呼應資策會MIC（2014）調查報告所指出，目前消費者對於部落客名人的信任度遠低於網友心得分享，所以整體而言，企業在推動行銷策略的播（seeding）活動時，消費者評論網站會是較佳的選擇。

There are 81% consumers in Taiwan will search eWOM before shopping, and they trust in different degrees in different eWOM. The survey results indicate that consumers’ trust in bloggers is far below than friends in social networking sites or discussion forums. In this day and age, women’s awareness of independence is rising and they have the ability to think independently during shopping. This kind of female consumers are the Confident shopper which was defined as the consumer who has an available ideal point, is independent self-construal and high self-efficacy. The research purpose is to investigate between blogs and consumer review sites, which types of eWOM influence the product attitude of the Confident Shopper more effectively in the beauty industry.
The results are as follows. Firstly, ideal point has a significant positive effect on the product attitude after eWOM in consumer review sites. Secondly, interdependent self-construal has a significant positive effect on the product attitude after eWOM both in blogs and consumer review sites. Thirdly, self-efficacy has a significant negative effect on the product attitude after eWOM in blogs. Finally, product attitude before eWOM has a significant positive effect on the product attitude after eWOM both in blogs and consumer review sites. In conclusion, eWOM in consumer review sites are more effectively than blogs to make the Confident Shopper establish a positive product attitude. So the firms should give trial products to prospective customers in consumer review sites to facilitate eWOM.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 網路口碑 5
第二節 理想點 14
第三節 自我建構 19
第四節 自我效能 23
第五節 產品態度 29
第三章 研究方法 32
第一節 研究架構與假設 32
第二節 變數操作型定義與衡量 38
第三節 問卷調查設計 45
第四節 統計分析方法 47
第四章 研究結果與分析 50
第一節 樣本結構 50
第二節 敘述性統計 53
第三節 因素與信度分析 61
第四節 相關分析 73
第五節 迴歸分析 78
第五章 結論與建議 83
第一節 研究結論 83
第二節 研究貢獻 85
第三節 管理意涵 87
第四節 研究限制與後續研究建議 88
參考文獻 90
附錄 正式問卷 94

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