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博碩士論文 etd-0714111-023034 詳細資訊
Title page for etd-0714111-023034
論文名稱
Title
網路口碑文之認知失調與信任
The Cognitive Dissonance Theory and Trust of Online Word-of-Mouth Recommendation
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
88
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-27
繳交日期
Date of Submission
2011-07-14
關鍵字
Keywords
網路口碑、認知失調、降低風險策略
Cognitive Dissonance, Online word-of-mouth, Risk Relieve Strategies
統計
Statistics
本論文已被瀏覽 5756 次,被下載 1930
The thesis/dissertation has been browsed 5756 times, has been downloaded 1930 times.
中文摘要
由於網際網路的普遍化,消費者常常會根據網路的口碑推薦文做出購買的決策。消費者根據這些口碑推薦文所做的購買決策並非全無風險。許多網友有上當或買到的商品不符合口碑推薦內容之經驗,因而產生認知失調。然而,消費者仍舊會持續地在網路上搜尋口碑推薦文,以獲取商品資訊或是其他消費者的口碑推薦。值此之時,消費者可能面臨到許\多不同的心理狀態。本研究調查網路口碑推薦文使用者之認知失調心理與所採取的降低風險策略、信任之關係。本研究發現,習慣型的消費者較重視「商店印象」;過度自信型者較重視「主要品牌印象」;控制錯覺型的消費者較重視「比較」。本研究也發現,口碑使用者因習慣與過度自信而會再次信任網路口碑。控制錯覺愈強烈的消費者,愈不信任網路口碑推薦文。本文對於學術上的貢獻為應用過去使用於財務管理的認知失調理論於消費者網路口碑行為中,並設計相關問卷,提出實證證明問卷題項的信效度與認知失調對風險策略信任的影響。
Abstract
Because of the popularity of the internet, consumers make purchase decision based on online word-of-mouth recommendation. However, this is risky. Many consumer find that what they buy is not quite the same as the online word-of-mouth recommends. Consumers may therefore generate Cognitive dissonance. Despite the bad experience, Internet users still make purchase decision based on word-of-mouth recommendation afterward. This study investigates the relationships among cognitive dissonance of online word-of-mouth users, the risk relieve strategies, and trust. The results find that consumers with inertia prefer store image as risk relieve strategy the most, consumers with over-confidence prefer shopping the most. It is found that inertia and over-confidence positively affect trust. This research contributes to theory by applying the theory of cognitive dissonance in the finance management field to consumer online word-of-mouth behavior and by designing the questionnaire, this paper also provides empirical evidence to support the validity and credibility of the construct items. It makes acaedemic contribution by examining effects of cognitive dissonance on risk strategy and trust.
目次 Table of Contents
論文審定書............................................................................i
誌謝.................................................................................ii
摘要.................................................................................iv
Abstract..............................................................................v
壹、緒論..............................................................................1
一、 研究背景與動機...................................................................1
二、 研究目的.........................................................................4
貳、文獻探討..........................................................................5
一、網路口碑(Online Word-of-Mouth).................................................5
二、認知失調理論(Cognitive Dissonance Theory).......................................7
(一)、習慣(Habit)..................................................................12
(二)、賭徒誤謬(Gambler's Fallacy)..................................................14
(三)、模糊趨避(Ambiguity Aversion).................................................15
(四)、過度樂觀(Over Optimism)........................................................17
(五)、控制錯覺(Illusion of Control)..................................................18
(六)、過度自信(Overconfidence Theory)..............................................20
三、降低風險策略.....................................................................23
四、信任(Trust)....................................................................28
參、研究方法.........................................................................33
第一節 研究架構......................................................................33
一、操作型定義與問卷設計.............................................................34
二、研究程序.........................................................................39
三、研究假設.........................................................................40
第二節 資料分析方法.................................................................41
肆、資料分析與結果...................................................................43
一、描述性統計分析...................................................................43
二、信效度分析.......................................................................48
三、假設驗證.........................................................................52
四、共線性分析.......................................................................56
五、多元迴歸分析.....................................................................57
伍、討論.............................................................................58
一、認知失調與降低風險策略...........................................................58
二、認知失調後的心理狀態與信任.......................................................59
陸、研究結論與建議...................................................................61
柒、參考文獻.........................................................................66
附錄一 問卷..........................................................................75
附錄二 捐款收據......................................................................80
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