臺灣博碩士論文加值系統

隨著網路的發達與便捷，消費者在購買的習慣也有了些許的不同，消費者可以透過瀏覽頁面的動作，搜尋資訊，經由部落格的推薦，使得消費者產生興趣並前往或購買，再將其經驗分享透過網路的廣大連結傳播出去，產生了網路口碑。
本研究探討網路上之美食部落格，觀察消費者在資訊品質、訊息來源可信度與網路口碑傳播之間的關係，了解影響消費者與網路口碑傳播的重要因素。
本研究以問卷調查法進行資料蒐集，發放對象以台灣網路使用者為抽樣對象，採取網路問卷的方式收集樣本資料，於2014年06月1日至2014年06月25日進行發放，共25個工作天，一共回收600份問卷，有效問卷共543分，有效回收率為90.5%。本研究以敘述性統計、共同方法變異檢測、信效度分析、多因子變異數分析及結構方程模式進行研究驗證，重要的實證結果為：一、美食部落格的類型對訊息來源可信度與網路口碑有影響，而美食部落格的類型則不會影響資訊品質；二、資訊品質對網路口碑有正向顯著影響；三、資訊品質對訊息來源可信度有正向顯著影響；四、訊息來源可信度對網路口碑有正向顯著影響。並建議後續相關研究可以嘗試以實驗法進行，並加入從眾變數來進行探討，使得此問題可以更加的完整。

As the internet being widely spread, it impacted the way that consumers spend money. Consumers could search online, read the recommendation on the blogs that they find interesting, and then go to the nearest local retail stores to look for the item. This research paper discusses the relationship between information quality, information source credibility, and the influences of the ratings and recommendations spread on personal blogs. Also, this research paper elaborates the understanding of the impact on consumers regarding motivation and decision making.
This study sets Taiwanese people who have used internet as the subjects. Of the 600 questionnaires distributed between June 14, 2014 and June 25, 2014, 543 were valid with a valid response rate of 90.5% Common method variance (CMV), reliability and validity analysis, multi-factor analysis of variance, the multiple regression analysis and the structural equation model (SEM) were adopted for data analysis. The study results show as follows:
(1) The type of cuisine blog message has influence on source credibility and online word-of-mouth communication, but on information quality. (2) The cognitive information quality of users has positive effects on online word-of-mouth communication. (3) The cognitive information quality of users has positive effects on information source credibility. (4)Information source credibility has positive effects on online word-of-mouth communication. Based on these research results, some recommendations were proposed for future studies, including to the use or experimental design, , and the addition of consumer conformity.
Keywords: Blogs, Information Quality, Information Source Credibility, Online Word-of-Mouth Communication.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 部落格平台 7
第二節 資訊搜尋 14
第三節 資訊品質 18
第四節 訊息來源可信度 22
第五節 網路口碑 26
第六節 各變數之關係 36
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假說 40
第三節 研究變項之定義與衡量 42
第四節 研究對象與抽樣方法 45
第五節 資料分析方法 47
第四章 資料分析 49
第一節 敘述性統計分析 49
第二節 共同方法變異檢測 56
第三節 信度與效度分析 57
第四節 多因子變異數分析 66
第五節 結構方程模式分析 70
第五章 結論與建議 77
第一節 研究結論與討論 77
二、 選擇類型不同 78
三、 資訊品質與網路口碑（H1） 78
四、 資訊品質與訊息來源可信度（H2） 78
五、 訊息來源可信度與網路口碑（H3） 79
第二節 研究貢獻與管理實務意涵 80
第三節 研究限制與後續發展建議 82
參考文獻 85
中文文獻 85
英文文獻 87

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