網路口碑對消費者購買決策影響之研究__臺灣博碩士論文知識加 ...

研究生: 薛任慈 ; 研究生(外文):, Jen-tzu Shueh ; 論文名稱: 網路口碑對消費者購買決策影響之研究 ; 論文名稱(外文):, The Effects of Electronic Word-of-Mouth on Consumer ... 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：2022/10/1711:09 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 外文摘要 目次 參考文獻 電子全文 紙本論文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:薛任慈研究生(外文):Jen-tzuShueh論文名稱:網路口碑對消費者購買決策影響之研究論文名稱(外文):TheEffectsofElectronicWord-of-MouthonConsumerPurchaseDecision指導教授:王天津、吳昭彥指導教授(外文):Tien-ChinWang、Jhao-YanWu學位類別:碩士校院名稱:義守大學系所名稱:資訊管理學系碩士班學門:電算機學門學類:電算機一般學類論文種類:學術論文論文出版年:2009畢業學年度:97語文別:中文論文頁數:101中文關鍵詞:產品涉入、消費者自信心、網路口碑、購買決策外文關鍵詞:ConsumerSelf-Confidence、Involvement、ElectronicWord-of-Mouth(eWOM)、ConsumerPurchaseDecision相關次數: 被引用:86點閱:9000評分:下載:1882書目收藏:9 高上網普及率造就了網際網路成為重要的媒體平台，也顛覆過去傳統的商業經營模式，隨著網際網路科技裝置設備的增進與普及化，使人們能夠更便利地使用與接觸網際網路，間接豐富了在網際網路上的應用與發展，也促使人們積極上網搜尋資料，不再侷限於過去需面對面才能獲得資訊。

資訊搜尋在消費者的購買過程中是重要的步驟之一，透過網際網路，消費者能夠大量搜尋他人的消費經驗或產品口碑等資訊，個人經驗分享的影響力也同時延伸到其他消費者身上，網站上的產品評價與推薦進而成為網友們消費時的決策依據。

本研究探討消費者在使用網際網路搜尋產品資訊的過程中，消費者面對網路口碑訊息所知覺的搜尋態度、網路口碑品質及留言者專業程度對其購買決策的影響，以及消費者的產品涉入程度與自信心程度是否也會影響其購買決策，此外；再進一步探究消費者的產品涉入程度與消費者自信心程度在網路口碑訊息與購買決策間之干擾效果。

研究結果發現：(1)消費者面對網路口碑訊息所知覺的搜尋態度、網路口碑品質及留言者專業程度對其購買決策皆具有正向的影響；(2)當消費者的產品涉入與自信心程度越高時，網路口碑品質對消費者的購買決策影響之間的正向關係會越強；(3)當消費者的產品涉入程度越高時，留言者的專業程度對消費者的購買決策影響之間的正向關係會越弱。

Popularizationofinternetnotonlymadeinternetbecomeanimportantmediaplatform,butalsooverturnedtraditionalbusiness.Asinternetgrowingatrapidandbecomemorepopular,peoplecanuseinternetconveniently,madeapplicationanddevelopmentofinternetwidespread.Furthermore,madepeopleacquireinformationfrominterneteasilywithoutpersonalcontact.Intheprocessofpurchasing,searchforinformationofproductisimportanttoconsumer.Consumercanacquireinformationofproductthroughexperiencesharingsuchasconsumptionexperienceorproductrecommendation.Andthiscanserveasabasisforconsumerdecision-making.Theinterrelationshipamonggeneralattitudetowardreview,reviewqualityanddisseminator’sexpertiseonconsumerpurchasedecision,andtheinterrelationshipbetweeninvolvementandconsumerself-confidenceonconsumerpurchasedecision.Moreover,researchintomoderatingeffectsoninvolvementandconsumerself-confidence.Theresultsofthisresearchare:1)generalattitudetowardreview,reviewqualityanddisseminator’sexpertisepositivelyimpactonconsumerpurchasedecision;2)themoderatingeffectsofinvolvementhavesignificantimpactsontherelationshipbetweenthereviewqualityanddisseminator’sexpertiseaswellasconsumerpurchasedecision;3)themoderatingeffectsofconsumerself-confidencehavesignificantimpactsontherelationshipbetweenthereviewqualityandconsumerpurchasedecision. 目錄第一章緒論1.1研究背景11.2研究動機與目的31.3研究流程61.4論文架構7第二章文獻探討2.1口碑傳播82.2網路口碑142.3購買決策202.4產品涉入232.5消費者自信心26第三章研究方法3.1研究目的323.2研究架構333.3研究假說343.4研究變項之操作型定義與衡量353.4.1研究自變項353.4.2研究干擾變項373.4.3研究依變項393.5樣本抽樣413.6研究程序413.7問卷架構433.8資料分析方法483.8.1敘述性統計分析483.8.2信度分析483.8.3效度分析493.8.4相關分析493.8.5迴歸分析49第四章分析結果與討論4.1信度檢定分析504.2效度檢定分析514.3樣本結構分析524.4研究變項之敘述性統計544.5構面之相關分析564.6研究假說驗證584.6.1主效果探討594.6.2干擾效果探討61第五章結論與建議5.1研究結論685.1.1消費者網路口碑搜尋態度對消費者購買決策影響685.1.2網路口碑品質對消費者購買決策影響695.1.3留言者專業程度對消費者購買決策影響695.1.4消費者產品涉入程度對消費者購買決策影響705.1.5消費者自信心程度對消費者購買決策影響715.2管理意涵735.2.1提高消費者網路口碑搜尋態度735.2.2積極經營網路口碑735.2.3正視網路口碑的影響力所產生的效應745.3研究限制755.4未來研究方向建議76參考文獻中文參考文獻78英文參考文獻79附錄附錄一：問卷86附錄二：個人著作91表目錄表1-1論文架構表7表2-1口碑傳播之定義彙整10表2-2正負面口碑影響力之文獻彙整12表2-3網路口碑之定義彙整16表2-4國內網路口碑文獻彙18表2-5購買決策之定義彙整22表2-6產品涉入之定義彙整24表2-7消費者自信心之定義彙整30表3-1變項衡量尺度彙整表40表3-2自變項之衡量題項44表3-3干擾變項之衡量題項（1/2）45表3-4干擾變項之衡量題項（2/2）46表3-5依變項之衡量題項47表4-1問卷信度分析表50表4-2樣本結構分析表53表4-3自變項之敘述性統計分析54表4-4干擾變項之敘述性統計分析55表4-5依變項之敘述性統計分析55表4-6各構面相關分析表57表4-7變項整理表58表4-8模式一迴歸分析表60表4-9交互項_產品涉入程度61表4-10迴歸分析表_產品涉入程度64表4-11交互項_消費者自信心程度65表4-12迴歸分析表_消費者自信心程度67表5-1研究假說結果72圖目錄圖1-1研究流程6圖2-1EKB消費者購買行為模式21圖3-1研究架構圖33圖4-1自變項之多元迴歸分析模式圖59圖4-2產品涉入程度之多元階層迴歸分析模式圖62圖4-3自信心程度之多元階層迴歸分析模式圖65 中文參考文獻1.方世榮、張苑惠(2006)，網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素，電子商務學報，8(4)，499-532。

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 電子全文  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. 網路匿名性、企業形象與關係品質對網路口碑影響之研究-以線上遊戲為例 2. 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 3. 網路口碑可信度影響因素之研究 4. Facebook運動品牌粉絲團使用者網路口碑、運動產品涉入與購買決策關係之研究 5. Plurk使用者之實證研究微網誌之資訊品質、信任、涉入程度對口碑傳播之影響 6. 網路負面口碑對消費者購買決策之影響 7. 以認知性與情緒性因素探討網路口碑對消費者決策之影響 8. 以決策規則探討旅客機上購物行為 9. 電子佈告欄推文搜尋態度與購買決策影響之關係 10. 青少年網路口碑、知覺品質、信任與購買意願之研究－以桃園縣高中職學生為例 11. 三地元宵節傳統節慶活動網路口碑之研究─以平溪、鹽水、台東為例 12. 資訊超載與知覺風險對信心、決策滿意度及轉換意圖之影響 13. 探索網路顧客評價特性對潛在顧客之影響 14. 資訊品質對網路霸凌意圖之影響 15. 觀光客旅遊目的地意象與電子口碑對旅遊意願影響之研究-以馬祖旅遊為例   1. 1.方世榮、張苑惠(2006)，網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素，電子商務學報，8(4)，499-532。

2. 1.方世榮、張苑惠(2006)，網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素，電子商務學報，8(4)，499-532。

  1. 網路匿名性、企業形象與關係品質對網路口碑影響之研究-以線上遊戲為例 2. 網路口碑可信度影響因素之研究 3. Facebook運動品牌粉絲團使用者網路口碑、運動產品涉入與購買決策關係之研究 4. 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 5. 品牌形象、網路口碑與購買意願之研究 6. 人格特質、網路口碑與涉入程度相關性研究-以智慧型手機購買決策為例 7. 網路口碑效應對消費者購買意願影響之探討 8. 部落格口碑對消費者購買決策影響之研究 9. Google評論對消費者選擇餐廳之影響 10. 網路口碑對消費者購買決策影響之探討－比較Facebook與部落格 11. 網路口碑說服效果之研究 12. 網路負面口碑對消費者購買決策之影響 13. 網路口碑來源可信度、消費者信任與涉入對購買意圖之影響 14. 網路口碑對消費者購買決策影響之探討 15. 網路口碑影響從眾行為之研究     簡易查詢 | 進階查詢 | 熱門排行 | 我的研究室