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博碩士論文 etd-0629113-014951 詳細資訊
Title page for etd-0629113-014951
論文名稱
Title
比較性口碑對消費者購買決策之影響
The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision
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
114
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
2013-07-13
繳交日期
Date of Submission
2013-07-30
關鍵字
Keywords
比較性口碑、購買決策、推敲可能性模式、專業程度、關係強度
Elaboration Likelihood Model, Purchase Decision, Comparative WOM, Expertise, Tie Strength
統計
Statistics
本論文已被瀏覽 5932 次,被下載 1684
The thesis/dissertation has been browsed 5932 times, has been downloaded 1684 times.
中文摘要
隨著網路科技的發展,購物前上網搜尋產品相關的心得已經成為民眾常見的行為。眾多文獻中也證實網路口碑對消費者的購買決策有密切的影響力。在這些網路口碑中,除了針對單項產品作分享外,也常有與其他產品相互比較現象,這種形式的口碑稱為比較性口碑。在廣告中,為了突顯廣告效果,也常常有與其他產品互相比較的現象,稱為比較性廣告。在學術界中,已經大量對比較性廣告進行探討,然而卻甚少針對比較性口碑進行研究。
以推敲可能性模式(Elaboration Likelihood Model;ELM)而言,不論是廣告與口碑,都是一種說服的訊息。消費者在接受訊息的刺激之後,會以兩種說服途徑造成其態度及行為改變,一種是較為理性思考的中央路徑(Central Route),一種是較直覺、感性的周邊路徑(Peripheral Route),而兩種說服途徑都會對消費者造成影響。
本研究以推敲可能性模式為基礎架構,探討比較性口碑與非比較性口碑在說服路徑上是否存在差異,並探討比較性口碑是否能比非比較性口碑更能正面影響消費者購買決策。本研究以實地實驗法進行研究,以口碑型態(比較/非比較)、專業程度(高專業/低專業)、關係強度(強關係/弱關係)作為自變數,以中央路徑以及周邊路徑為中介變數,以購買決策為依變數進行三因子的實驗設計研究。
結果發現,比較性口碑比非比較性口碑更能正面影響消費者的購買決策,且比較性資訊僅對周邊路徑有說服效果。消費者在面對比較性口碑時,會偏向以周邊路徑影響其購買決策,而面對非比較性口碑時,會偏向以中央路徑影響其購買決策。
Abstract
In recent year, it’s very common that consumers search product information before shopping. Consumer feedbacks on the Internet are called electronic word of mouth (eWOM). Many previous studies have reported that eWOM has a great influence on consumer’s purchase decisions. Sometimes, people will compare one product with other competing products in eWOM. This type of WOM is called comparative WOM. Product comparison also happens very often in commercial advertising, called comparative advertising. Although quite a few studies have studied comparative advertising, the effect of comparative eWOM is not yet well-understood.
In this study, we used the Elaboration Likelihood Model to examine the effect of comparative eWOM on purchase intention, and the mechanism causing the effect of comparative eWOM.
A field experiment was conducted. It is a three-factor experimental design. Independent variables are WOM type (comparative / non-comparative), writer’s professional level (high expertise / low expertise), and relationship strength (strong ties / weak ties). Mediating variables are the elaboration paths (central vs. peripheral route). Dependent variable is purchase decision after viewing the eWOM.
Our findings show that the comparative eWOM had a higher influence on consumers' purchase decisions than non-comparative eWOM, primarily through the peripheral route. The non-comparative e-WOM, however, tended to affect purchase decisions though the central route.
目次 Table of Contents
論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目次 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 4
第三節 研究流程 7
第二章 文獻探討 8
第一節 購買決策 8
第二節 網路口碑 12
第三節 比較性廣告 14
第四節 比較性口碑 16
第五節 傳遞者專業 20
第六節 關係強度 22
第七節 推敲可能性模式 24
第三章 研究架構與方法 28
第一節 研究架構 28
第二節 研究假說 29
第三節 操作型定義與變項衡量 32
第四節 研究設計 36
第五節 研究前測1 42
第六節 研究前測2 47
第七節 正式研究設計 51
第四章 研究結果與分析 52
第一節 樣本結構 52
第二節 信度分析 53
第三節 效度分析 55
第四節 操弄檢定 58
第五節 研究假說之驗證分析 59
第六節 結構模型方程式分析 64
第七節 多變量變異數分析 70
第八節 研究結果彙整 76
第五章 結論與建議 79
第一節 研究發現與結論 79
第二節 研究貢獻 81
第三節 研究限制與未來研究方向建議 83
參考文獻 84
附錄一 口碑文案 88
附錄二 實驗問卷 91
參考文獻 References
中文部份
1. 吳正凱 (2009), 網路口碑對網路購物延遲購買之影響, 私立東吳大學碩士論文。
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4. 詹士慧 (2009). 附帶口碑之存在與影響──以UrCosme為例, 國立臺灣科技大學碩士論文。
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英文部份
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