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博碩士論文 etd-0720113-193328 詳細資訊
Title page for etd-0720113-193328
論文名稱
Title
探討網路口碑對於消費者決策過程之影響:資訊來源、消費者專業知識、網路評論
The effect of consumer decision-making process via e-WOM: information sources, consumer expertise, and online review
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
45
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
2013-07-19
繳交日期
Date of Submission
2013-08-20
關鍵字
Keywords
網路口碑、認知適合理論、思考可能性模型、線上消費者評論、社交網絡、專業知識、虛擬社群
Electronic word-of-mouth, Virtual community, Social network, Expertise, Online consumer reviews, Elaboration likelihood model, Cognitive fit theory
統計
Statistics
本論文已被瀏覽 5816 次,被下載 0
The thesis/dissertation has been browsed 5816 times, has been downloaded 0 times.
中文摘要
本研究探討網路口碑的來源、消費者知識、線上消費者評論,對於消費者進行購買與推薦的決策影響。首先利用思考可能性模型檢視網路口碑的來源(社交網絡、虛擬社群)對於消費者的決策影響,再以認知適合理論,驗證消費者的知識高低與何種訊息類型契合。最終將三項因素混合設計,以2(網路口碑來源)x 2(專家知識)x 2(訊息類型)進行實驗。結果顯示,網路口碑的來源對於消費者確實有影響,對於商品並無顯著動機的消費族群,在社交網絡中顯著受到ELM模式的外圍路線影響,其購買意圖與推薦意圖皆高於虛擬社群的成員。並且在社交網絡中,對於新手消費者提供利益訊息,將有顯著的購買意圖與推薦意圖;在虛擬社群中,對於專家消費者提供屬性訊息,將有顯著的購買意圖與推薦意圖。本研究提供未來學術的引用與研究發展,並提供企業或網路零售商對於網路口碑的管理。
Abstract
This study investigates the effect of electronic word-of-mouth (e-WOM), consumer knowledge, online consumer reviews on consumer’s purchase and recommendation decision-making. Using the elaboration likelihood model ELM), we examine source of e-WOM(social network, virtual community) affect consumer’s decision-making. Using the cognitive fit theory, we try which type of reviews fits consumers with a high (low) level of expertise. We also investigate that the effects of the source of e-WOM, level of expertise and type of reviews. The hypotheses were tested using a 2 (source of e-WOM) x 2 (levels of expertise) x 2 (number of reviews) mixed design.
The results show that consumers with a low motivation have the effect of ELM (source of e-WOM) on purchase intention is stronger for social network than for virtual community, and in social network that cognitive fit (benefit-centric reviews) on purchase intention is stronger for novices than for experts, in virtual community that cognitive fit (attribute-centric reviews) on purchase intention is stronger for experts than for novices. This study delivers future research and online sellers to refer.
目次 Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
圖目錄 iv
表目錄 vi
第一章 緒論 7
第二章 文獻探討 13
第一節 口碑來源差異性 13
第二節 思考可能性模式 18
第三節 消費者的專家知識與訊息類型 21
第三章 研究設計 24
第一節 研究對象與實驗設計 24
第二節 實驗產品 24
第三節 實驗流程 24
第四章 研究結果 26
第五章、結論與建議 32
第一節、研究發現與結論 32
第二節、研究成果與貢獻 32
第三節、研究限制 33
第四節、研究方向建議 34
參考文獻 35
附錄 40
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