臺灣博碩士論文加值系統

現代社會裡，得到商品資訊的方法非常多元，除了以往的電視紙本，因為網際網路的發達，從網路得到商品資訊也逐漸趨多。隨著上網時間的增加，商品使用者網路分享文章也愈多，本研究主要討論分享文章中的品牌、討論深入度、作者知名度、是否是企業邀稿等資訊，對於接收資訊者心中的信任度進而對購物意願產生影響。
文獻中口耳相傳資訊、信任度對於購物意願的影響皆是正面的，所以本研究在於資訊內容、信任度及購物意願三個面項中作交叉比對，探討之間的關係。
本研究結論：網路分享中的品牌、內容深入度對於信任及購物意願的影響為正相關；作者知名度對於信任及購物意願影響不大；而企業邀稿對於信任及購物意願則是負相關。信任對於購物意願有正相關。

In modern society,the methods to get product information are verymultiple, in addition to conventional TV or paper , the information from the web merchandise is also gradually getting more because of the popularityof Internet. With the increasing time of spending online , consumers also share more articles on the internet, this study focuses on brand sharing articles,the depth of discussion,reputation of the authors, and whether it has thecommercial call of enterprise will influence the trust of the viewers whoreceived the information, and then have an impact on shopping intention.
Word of mouth information and customer trust for shopping Intentions are all positive in the literature review, so this study crossed three surfaces,the information content , customer trust and willingness to buy items, to investigate the relationship between .
The conclusion : There is a positive correlation between the brand shared on the internet ,the depth of discussion and the customer trust and shopping intention ; the reputation of author has little influence on the customer trust and shopping intention; there is negative relation between the commercial call of enterprise and the customer trust and shopping intention. There is positive relation between the customer trust and shopping intention.

誌謝 I
摘要 II
ABSTRACT III
目錄 IV
表錄 VI
圖錄 VII
一、 緒論 1
1.1研究背景與動機 1
1.2研究目的 5
1.3研究流程 6
二、 文獻探討 7
2.1電子商務 7
2.2網路購物 7
2.3品牌知名度 9
2.4資訊豐富度 10
2.5信任度 12
2.6購買意願 13
2.7再購買意願 14
2.8 PTT(BBS學術網站) 15
2.9部落格 16
2.10總結 17
三、 研究方法 18
3.1研究架構 18
3.2研究對象 19
3.3研究假說與問卷設計 20
3.3.1品牌知名度 21
3.3.2產品深入度 21
3.3.3分享者知名度 23
3.3.4企業邀稿 23
3.3.5信任度與購買意願 24
3.4資料分析方法 24
3.4.1敘述性統計 25
3.4.2信度分析 25
3.4.3效度分析 26
3.4.4迴歸分析 27
四、 研究結果 28
4.1樣本資料分析 28
4.1.1基本資料 28
4.1.2敘述統計 30
4.2信度與效度檢驗 35
4.2.1效度檢定 35
4.2.2信度檢定 37
4.3假說檢定 38
4.4研究假說檢定之彙整 40
五、 結論與分析 42
5.1研究結論 42
5.1.1網路文章中各變項對信任及購物意願的影響 42
5.1.2網路文章中信任度對於購物意願的影響 44
5.1.3網路文章中信任度對於再購物意願的影響 44
5.2實務建議 44
5.3研究限制 45
5.4未來研究建議 46
5.4.1可擴大研究樣本的範圍 46
5.4.2可針對變項作不同的研究方法 46
5.4.3針對研究問項更深入 47
參考文獻 48
附錄 53

中文部分
[12]李義昭、邱炳勳、鄭魁香，「網路購物之購買意願探討----以台南市都會地區為例」，高苑科技大學，民國九十八年。
[14]果芸，電子商務帶來的機會與挑戰，資訊與電腦211 期，頁22-25，民國八十七年。
[15]李昀叡，「網際網路圖書購物公司行銷管理之研究」，元智大學資訊研究所碩士論文，民國八十七年。
[22]邱毓蘋，「資訊豐富度對網路購物意願之研究」，國立交通大學傳播所，民國八十九年。
[29]吳美慧，「文章強度、部落客評價及推薦產品取得方式對購買意圖之影響」，國立中央大學資訊管理所，民國一百零二年六月。
[38]陳美樺，「網路推薦訊息來源對消費者信任、知覺風險、知覺品質以及購買意願之影響」，國立成功大學電信管理研究所，民國九十六年四月三十日。
[52]涂金堂、吳明隆，SPSS與統計應用分析，修訂二版，五南圖書出版股份有限公司，台北市，民國九十五年二月，第445-466頁。
[53]俞洪亮、蔡義清、莊懿妃，商管研究資料分析SPSS的應用，修訂二版，華泰文化，台北市，民國一百零一年七月，第五章、第十一章。
[54]吳昌憲，「品牌形象、服務品質、滿意度、忠誠度對再購買意願之影響─以智慧型手機為例」，國立虎尾科技大學資訊管理系，民國一百零一年六月。
[55]杜季容，「團購平台接受度與配適度之研究-以愛合購為例」，私立華梵大學資訊管理所，民國一百零四年六月。
[56]林心慧、林文玲，「個人部落格之置入性廣告對行銷溝通效果的影響」，中華管理評論國際學報，第十四卷二期，2011年5月。
[57]柯昉欣，「部落格內容豐富度對廣告效果影響之實驗室研究─作者類型與部落格態度的調節效果」，民國九十八年八月。
 
英文部分
[5]Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for acommon, repeat-purchase product. Journal of Consumer Research, 17(2), 141148.
[6]Hanson, W. (2000). Internet Marketing.
[7]Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78(4), 105-113.
[8]Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technologyin Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3),243-268.
[10]Whinston, A. & Kalakota, R. (1996). Frontiers of electronic commerce, NewYork: Addison-Wesley Publishing.
[11]Haynes,Ted.1995.The electronic commerce dictionary.Menlo Park,RobledaCompany.
[13]Hoffman, D. L. and Novak, T. P., (1995) “Marketing in Hypermedia ComputerMediated Environments; Conceptual Foundations”, Journal of Marketing, Vol.60,p50-p68.
[16]Aaker, D. A. (1991). Managing brand equity. New York: the Free Press.
[17]Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-basedbrand equity. Journal of Marketing, 57(1), 122.
[18]Aaker, D. A. (1996). Measuring brand equity across products and markets.California Management Review, 38(3), 102120.
[19]Kamins, M. A., & Marks, L. J. (1991). The perception of Kosher as a third partycertification claim in advertising for familiar and unfamiliar brands. Journal of Academy of Marketing Science, 19(3), 177185.
[20]Daft, L. Richard & Lengel, H. Robert. (1984). “Information Richness. A NewApproachto Managerial Behavior and Organization Design,” Research in Organizational Behavior,(6), pp. 191-233.
[21]Daft, L. Richard & Lengel, H.Robert. (1986). “Organizational InformationRequirements,Media Richness and Structural Design,” Management Science, 32(5), pp. 554-571.
[23]Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York:John Wiley & Sons, Inc.
[24]Engel, F. James, Kollat, T. David & Blackwell, D. Roger. (1973). ConsumerBehavior,New York: Holt, Rinehart and Winston.

[25]Midgley, D. F. (1983). “Patterns of Interpersonal Information Seeking for thePurchase of a Symbolic Product,” Journal of Marketing Research, 20(1), pp. 74-83.
[26]Freiden, J. B. (1984). “Advertising Spokesperson Effects: An Examination ofEndorser Type and Gender on Two Audiences,” Journal of Advertising Research, 24(5),pp. 33-41.
[27]Mowen, J. C. & Brown, S. W. (1981). “On explaining and predicting the effectiveness of celebrity endorsers,” Advances in Consumer Research, 8, pp. 437-441.
[28]Duhan,D.F., Scott,D.J., James,B.W., & Gilbert,D.H.(1997). “Influences onConsumer Use of Word-of-Mouth Recommendation Sources, Journal of the Academy ofMarketing Science, Vol. 25, No. 4, Fall, 283-295
[30]Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so differentafter all: A cross-discipline view of trust. Academy of Management Review,23 ,393-404.
[31]Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integration model oforganizational trust. Academy of Marketing Science, 20 (3), 709-734.
[32]Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effect of word-of-mouth andproduct-attribute information on persuasion: An accessibility diagnostic perspective.Journal of Consumer Research, 17, 454-462.
[33]Smith, R. E. (1993). Integrating information from advertising and trial: Processesand effects on consumer response to product information. Journal of Marketing Research, 30 (2), 204-220.
[34]Sultan, F., Urban, G., Shankar, V., & Bart, I. (2004). Determinants and role of trustin e-business: A large scale empirical study. MIT Sloan School of Management Working Paper 4282-02.
[35] Bunduchi, R. (2005). Business relationships in internet-based electronic markets:the role of goodwill trust and transaction costs. Information Systems Journal 15 (4),321-341.
[36]Jones, S., Wilkens, M., Morris, P., & Masera, M. (2000). Trust Requirements inE-Business. Communications of the ACM, 43 (12), 81-87.
[37]Lee, M. K. O., & Turban, E. (2001). A trust model for consumer Internet shopping.International Journal of Electronic Commerce, 6 (1), 75-91.
[39]Dodds, William B., Kent B. Monroe, and Grewal D. (1991),"Effects of Price, Band,and Store Information on Buyers’ Product Evaluation," Journal of Marketing Research,28, 1, 307-319.
[40]Morwitz, V. G. and Schmittlein, D., (1992) “Using segmentation to improve salesforecasts based on purchase intent: Which ‘intenders’ actually buy?” Journal ofMarketing Research, Vol.29, No.4, pp.391-405.
[41]Schiffman, L. G., and L. L. Kanuk, 2004. Consumer behavior, 8 , N.J.: PearsonEducation Inc.,Upper Saddle River, New Jersey:Prentice-Hall.
[42]Zeithaml, Valerie A., 1988. Consumer Perceptions of Price, Quality, and Value: AMeans-End Model and Synthesis of Evidence, Journal of Marketing, 52(July), 2-22.
[43]Spears, N. and Singh, S. N., (2004) “Measuring attitude toward the brand andpurchase intentions,” Journal of Current Issues and Research in Advertising, Vol.26,No.2, pp. 53-66.
[44]Kotler, P. (1994). Marketing management: Analysis, planning, implementation, andcontrol (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.
[45]Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003) “Customerrepurchase intention: A general structural equation model” European Journal ofMarketing; Vol .37, Iss. 11/12; pg. 1762
[46]Bolton & Katherine, N. L. (1999). “A Dynamic Model of Customers’ Usage ofService: Usage As An Antecedent and Consequence of Satisfaction,” Journal ofMarketing Research, Vol.36, pp.171-186
[47]Selnes, F. (1993), "An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty," Journal of European Marketing, 27 (9), 19-35.
[48]Cronin, J. J. J. and Taylor, S. A. (1992), “Measuring Service Quality: AReexamination and Extension,” Journal of Marketing, Vol. 56, pp.55-68.
[49]Taylor, S. A. and Baker, T. L. (1994), “An Assessment of Relationship betweenService Quality and Customer Satisfaction in the Formation of Consumer’s PurchaseIntention,” Journal of Retailing, Vol. 70, pp.163-178.

 
網路部分
[1]http://www.twnic.net.tw/NEWS4/135.pdf (「台灣寬頻網路使用調查」，民國103年8月19日)
[2]http://www.nielsen.com/tw/zh/insights/reports/2014/taiwan-online-shopping-queens.html(掌握網購大戶：「白」「富」「高」的她，2016/1/9)
[3]http://www.appledaily.com.tw/appledaily/article/headline/20140113/35574966/台灣人瘋網購每月2.37次/蘋果日報(2016/1/9)
[4]http://yahoo-emarketing.tumblr.com/post/120335089041/%E7%BE%8E%E5%A6%9D%E7%99%BD%E7%9A%AE%E6%9B%B8%E7%B6%B2%E8%B7%AF%E7%BE%8E%E5%A6%9D%E6%97%8F%E6%B6%88%E8%B2%BB%E8%B6%A8%E5%8B%A2%E4%B8%8A(美妝白皮書—網路美妝族消費趨勢上，2016/1/9)
http://yahoo-emarketing.tumblr.com/post/120334742986/%E7%BE%8E%E5%A6%9D%E7%99%BD%E7%9A%AE%E6%9B%B8%E7%B6%B2%E8%B7%AF%E7%BE%8E%E5%A6%9D%E6%97%8F%E6%B6%88%E8%B2%BB%E8%B6%A8%E5%8B%A2%E4%B8%8B(美妝白皮書—網路美妝族消費趨勢下，2016/1/9)
[9]https://zh.wikipedia.org/wiki/%E6%89%B9%E8%B8%A2%E8%B8%A2(批踢踢，2016/1/9)
[50]https://zh.wikipedia.org/wiki/%E7%B6%B2%E8%AA%8C(部落格，2016/5/24)
[51]http://wiki.mbalib.com/zh-tw/%E7%BB%9F%E8%AE%A1%E5%88%86%E6%9E%90(統計分析-MBA智庫，2016/1/9)