臺灣博碩士論文加值系統

本文為關於社群媒體 Instagram 限時動態之研究，旨在以使用者觀點角度探討對於廠商限時動態之應對行為，並進而探究其行為與電子口碑及敘事說服效果之關係。研究發現當面對廠商限時動態時，使用者對於朋友與自己利弊之間的衡量、關於限時動態的第一印象以及基於個人經驗的描述性心境影響其正面應對行為，並且本研究進而發現使用者之應對行為會影響限時動態的電子口碑以及其敘事說服效果。

This study is aimed to explore the relationship among peoples’ viewpoints, coping behavior and the effects of the Stories feature. In other words, the connection among “what audiences think”, “how they react” and “how the Stories feature work” will be investigated in this study. The empirical outcomes illustrate that the third-person perception and the affect would have an impact on coping behavior. The assessment about the impact on self and friends, the primitive affect and the descriptive affect would influence positive coping behavior. The coping behavior would affect the
electronic word-of-mouth and the narrative persuasive effect. This study is expected to give suggestions and advices for companies which tend to spread official messages through the Stories feature so that they can fine-tune marketing strategy.

Chapter 1 Introduction
1.1 Research Background
1.2 Research Value and Research Expected Result
1.3 Research Process
Chapter 2 Literature Review
2.1 e-WOM
2.1.1 Definition of e-WOM
2.1.2 Category and Construct
2.1.3 Indicators
2.2 Narrative Persuasion Effect
2.2.1 Definition of Narrative Persuasion Effect
2.2.2 Category and Construct
2.2.3 Indicators
2.3 Coping Behavior
2.3.1 Definition of Coping Behavior
2.3.2 Category and Construct
(a) Category
(b) Construct
2.3.3 Indicators
2.4 Persuasion Knowledge
2.4.1 Definition of Persuasion Knowledge
2.4.2 Category and Construct
2.4.3 Indicators
2.5 Third-person Perception
2.5.1 Definition of Third-person Perception
2.5.2 Category and Construct
2.5.3 Indicators
2.6 Affect
2.6.1 Definition of Affect
2.6.2 Category and Construct
2.6.3 Indicators
Chapter 3 Research Methodology
3.1 Research Framework
3.2 Research Hypothesis
3.2.1 Relationship among persuasion knowledge, the third-person perception, affect and coping behavior
3.2.2 Relationship between coping behavior and e-WOM
3.2.3 Relationship between coping behavior and narrative persuasion effect
Chapter 4 Empirical Results
4.1 Basic Statistics Analysis of Pre-test
4.1.1 Descriptive Statistic Analysis
4.1.2 Reliability Analysis
4.1.3 Validity Analysis
4.2 Basic statistics analysis of Formal-Test
4.2.1 Frequency analysis and ANOVA analysis
4.2.2 Reliability analysis
4.2.3 Validity analysis
4.3 Hypothesis test with Leserel Approach
4.3.1 The Overall Model Evaluation
4.3.2 Empirical Analysis of Rival Model
4.3.3 Moderating Effect
4.4 Hypothesis test with Multi-Nominal Logistic Approach
4.4.1 Coping behavior in the PK, the TPP, and the AFF
4.4.2 Integrated distribution
4.4.3 Overall test of relationship
4.4.4 Relationship between independent and dependent variables
Chapter 5 Conclusion
5.1 Research Conclusions
5.1.1 Main Conclusion
5.1.2 Theoretical Implication
5.1.3 Practical Implication
5.2 Managerial Suggestion
5.3 Future Research Suggestions
Reference
Appendix

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