網路口碑之影響因素研究__臺灣博碩士論文知識加值系統

詳目顯示. Email地址: 轉寄. 展開. twitter. line · 我願授權國圖 · 國圖紙本論文. 研究生: 李文伶. 研究生(外文):, WenLing Lee. 論文名稱: 網路口碑之影響因素研究. 資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (165.22.106.144)您好！臺灣時間：2022/10/1711:05 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 目次 參考文獻 紙本論文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:李文伶研究生(外文):WenLingLee論文名稱:網路口碑之影響因素研究指導教授:嚴秀茹指導教授(外文):HsiuJuYen學位類別:碩士校院名稱:元智大學系所名稱:管理研究所學門:商業及管理學門學類:企業管理學類論文種類:學術論文論文出版年:2003畢業學年度:91語文別:中文論文頁數:105中文關鍵詞:來源專業程度、信任程度、口碑、線上口耳相傳外文關鍵詞:sourceexpertise、trust、word-of-mouth、onlineword-of-mouth/e-word-of-mouth相關次數: 被引用:50點閱:927評分:下載:0書目收藏:17 　　網際網路不僅顛覆過去商業模式，對於影響購買決策深遠的口耳相傳也提供一種全新途徑。

本研究以消費者在產品或服務購買前主動上網搜尋產品或服務的相關資訊為前題，以取得訊息較為便利的討論區作為訊息參考的園地，探討決定線上討論區上其他消費者所提供產品口碑影響力之重要因素。

具體而言，本研究探討「口碑傳播者之專業程度」、「對於口碑傳播者之熟悉程度」以及「是否提供親身經驗」等對於口碑可信度之影響。

　　本研究採用實驗法設計，共取得622份有效樣本。

研究結果顯示，對於線上口碑尋求者而言，線上口碑傳播者所傳達的訊息之信任程度，受到「口碑傳播者的專業程度」、「口碑尋求者對口碑傳播者的熟悉程度」影響。

同時，口碑內容正負面程度對於口碑尋求者的「購買意願」與「產品態度」之影響也取決於尋求者對於口碑傳播者之信任高低。

最後，本研究結果除了可以提供有志於探討網路口耳相傳行為之學者參考，也提供企業實務應用上可行之建議。

第一章緒論.......................................1　第一節研究背景與動機...........................1　第二節研究目的.................................2第二章文獻探討...................................3　第一節資訊搜尋與口耳相傳行為...................3　第二節線上口耳相傳行為(ONLINEWORD-OF-MOUTH)...6　　一、線上口耳相傳的定義與形式...................6　　二、傳統口耳相傳vs.線上口耳相傳.............10　第三節決定口碑影響力之特質....................12　　一、影響信任程度之來源特質....................15　　二、口耳相傳對消費者的影響....................20　第四節文獻探討結論............................23　　一、觀念性架構................................23第三章研究方法..................................24　第一節研究設計................................24　　一、線上口碑尋求途徑之現況調查................24　　二、焦點團體訪談..............................24　　三、實驗法驗證假設............................25　第二節變數定義................................27　　一、傳播者的親身經驗..........................27　　二、傳播者的專業程度..........................28　　三、口碑尋求者對於口碑傳播者的熟悉度..........28　　四、正負面口耳相傳............................28　第三節變數操弄................................29　　一、故事情境背景撰述..........................29　　二、傳播者的親身經驗..........................32　　三、傳播者的專業程度..........................32　　四、口碑尋求者對於口碑傳播者的熟悉度..........33　　五、正、負面口碑訊息內容......................33　第四節問卷前測................................33　　一、前測問卷設計..............................33　　二、前測......................................34　第五節問卷設計................................35　　一、因變數部分................................35　　二、受訪者相關經驗部分........................36　　三、個人基本資料部分..........................37　第六節統計分析方法............................38　　一、信度衡量..................................38　　二、描述性統計................................38　　三、變異數分析................................38第四章研究結果..................................41　第一節線上口碑尋求途徑之現況調查結果..........41　第二節焦點團體訪談結果........................47　　一、訪談內容..................................47　　二、訪談結果整理..............................47　第三節實驗法驗證假設結果......................52　　一、樣本分析..................................52　　二、操弄檢查(ManipulationCheck)..............53　　三、信度檢定..................................54　　四、描述性統計................................55　　五、研究假設檢定..............................57第五章結論與建議................................66　第一節研究結論................................66　第二節實務貢獻................................69　第三節研究限制................................73　第四節後續研究建議............................75參考文獻..........................................78附錄一焦點團體訪談內容...........................85 一、中文文獻1.EMBA世界經理人文摘，193期，2002年9月。

2.費翠，「網路市場行家理論驗證與延伸-其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究」，國立政治大學廣告學系碩士論文，民國九十年六月。

3.楊國樞、文崇一、吳聰賢、李亦園，社會及行為科學研究法（上、下冊），東華書局，台北，民國七十七年。

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 國圖紙本論文 推文 網路書籤 推薦 評分 引用網址 轉寄                                                                                                                                                                                                                    top 相關論文 相關期刊 熱門點閱論文 1. 網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究 2. Blog訊息信任影響口碑說服效果之研究 3. 產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響-以化妝品產業為例 4. 電子口碑效果與網路合購行為之研究 5. 網路口碑對消費者購買決策的影響－以手機為例 6. 網路口碑對消費者產品態度及購買意願影響之研究 7. 3C產品網路負面訊息回應方式及說服效果之研究 8. 線上遊戲論壇兩級傳播理論與口耳相傳影響玩家對代理商評價之研究 9. 影響正面與負面口碑形成之人格特質與態度因素研究-以懦憚A務業為例 10. 網站特徵對網路口碑說服力效果影響之研究－比較訊息所處位置之差異 11. 部落格口碑傳播訊息之研究：以攝影部落格為例 12. 網路市場行家特質與網路傳播行為之探討 13. 群體凝聚力對虛擬社群持續使用影響之研究 14. 網路討論區對於企業新產品開發的影響--以A牌手機為例 15. 電子口碑特性對消費行為之影響─以餐飲業口碑網站為例   無相關期刊   1. 網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究 2. 網路口碑對消費者產品態度及購買意願影響之研究 3. 網路口碑對消費者購買決策的影響－以手機為例 4. 電子口碑效果與網路合購行為之研究 5. 電子口碑特性對消費行為之影響─以餐飲業口碑網站為例 6. 產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響-以化妝品產業為例 7. 網路口碑來源可信度對訊息信任之影響 8. Blog訊息信任影響口碑說服效果之研究 9. 網路口碑對消費者購買決策影響之探討 10. 部落格口碑傳播訊息之研究：以攝影部落格為例 11. 網路口耳相傳訊息特性及接受者行為特質對態度形成之影響 12. 網路口碑宣傳與消費者正面情緒之形成:以網路留言版為例 13. 網路口碑中個人專業與關係強度對購買決策的影響──以電子郵件為例 14. 網路口碑的訊息訴求與情緒對消費者信任與購買意圖的影響 15. 網路口碑來源可信度對線上購買意圖之影響－以線上拍賣網站為例     簡易查詢 | 進階查詢 | 熱門排行 | 我的研究室