現在位置首頁 > 博碩士論文 > 詳目
論文中文名稱:探索電子口碑對購買意圖影響之研究 [以論文名稱查詢館藏系統]
論文英文名稱:The research of the electronic word of mouth on purchase intention [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:管理學院
系所名稱:資訊與運籌管理研究所
畢業學年度:100
出版年度:101
中文姓名:李唯菁
英文姓名:Wei-Ching Li
研究生學號:99938004
學位類別:碩士
語文別:中文
口試日期:2012-06-19
論文頁數:69
指導教授中文名:翁頌舜
指導教授英文名:Sung-Shuu Weng
口試委員中文名:吳瑞堯;楊欣哲;王貞淑
口試委員英文名:Rei-Yao Wu;Shin-Jer Yang;Chen-Shu Wang
中文關鍵詞:電子口碑涉入程度搜尋品經驗品購買意圖
英文關鍵詞:Electronic Word of MouthInvolvementSearch GoodsExperience GoodsPurchase Intention
論文中文摘要:近年來,網際網路的蓬勃發展,從原先傳統的口碑傳播形式已經轉變成電子口碑的方式,電子口碑已經逐漸成為消費者進行購買決策時的重要依據,以幫助消費者即時獲得想要了解的資訊以及降低其購買風險。許多研究報告對於口碑的效果也是抱持肯定態度,但是,在口碑研究的相關文獻中,關於探討產品與口碑關係的文獻卻多侷限於單一類型的產品,較少有實證研究比較不同產品類型的口碑效果,因此研究口碑的各種影響效果在不同的產品間是否存在差異,就成為本研究的主要方向。
本研究主要探討當消費者在購買搜尋品以及經驗品時,其電子口碑(訊息方向、口碑品質)以及涉入程度(廣告涉入、產品涉入)對於消費者購買決策之影響,並將口碑搜尋行為視為一項干擾變數,試圖了解口碑搜尋行為是否會干擾原先消費者的購買意圖。本研究結果發現,在購買搜尋品以及經驗品時,電子口碑訊息方向、電子口碑品質以及產品涉入對於消費者的購買意圖都具有顯著的影響,廣告涉入中只有在購買搜尋品時,對於消費者的購買意圖有顯著的影響,而口碑搜尋行為在電子口碑訊息方向以及電子口碑品質對於消費者的購買意圖上不具有干擾的效果。
論文英文摘要:In recent years, within Internet develops rapidly, the traditional word of mouth has transformed into the electronic word-of-mouth (e-WOM). Electronic word of mouth has gradually become an important basis in the consumer purchase decision, which can help consumers get the information they prefer to immediately reduce the risk of their purchase. Due to the fact that most of the researches in word of mouth have focused on the relationship between only one category of products, the main direction of this research is to explore whether the effects of word of mouth have differences among various products or not.
This study explores how the electronic word of mouth and the involvement will affect the purchase decisions of customers while purchasing search goods and experience goods. This study tries to realize if the electronic word of mouth will affect the purchase decision of the consumer by using the search behavior as the moderator. The results of this study shows that the direction, the quality of electronic word of mouth and the product involvement will affect the customer’s purchase intention while purchasing search goods and experience goods, which the involvement of ads will affect the customer’s purchase decision significantly only when purchasing search goods. And search behavior does not have interference affection on electronic word of mouth direction and electronic word of mouth quality to consumer’s purchase intention.
論文目次:摘要 I
ABSTRACT II
表目錄 VII
圖目錄 IX
誌謝 X
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 論文架構 6
第二章 文獻探討 8
2.1 口碑傳播 8
2.2 網路口碑 10
2.3 搜尋品與經驗品 11
2.4 電子口碑訊息方向 12
2.5 電子口碑品質 13
2.6 涉入程度 14
第三章 研究方法 18
3.1 研究架構 18
3.2 研究假設 19
3.2.1 電子口碑訊息方向對於消費者購買意圖的影響 19
3.2.2 電子口碑品質對於消費者購買意圖的影響 19
3.2.3 廣告涉入對於消費者購買意圖的影響 20
3.2.4 產品涉入對於消費者購買意圖的影響 20
3.2.5 口碑搜尋行為對電子口碑訊息方向及購買意圖的影響 21
3.2.6 口碑搜尋行為對電子口碑品質及購買意圖的影響 21
3.3 產品選擇 22
3.4 變數之操作型定義 23
3.4.1 電子口碑訊息方向 23
3.4.2 電子口碑品質 24
3.4.3 廣告涉入 25
3.4.4 產品涉入 26
3.4.5 購買意圖 27
3.4.6 口碑搜尋行為 28
3.5 資料分析方法 29
3.5.1 敘述型統計分析 29
3.5.2 信效度分析 29
3.5.3 AMOS 30
3.5.4 層級迴歸分析 31
3.6 研究前測 31
3.6.1 信度分析 33
第四章 資料分析與結果 34
4.1 敘述性統計分析 34
4.1.1 樣本結構之敘述性統計分析 34
4.1.2 衡量問項之敘述性統計 38
4.2 驗證性因素分析 41
4.3 模型信度與效度檢定 43
4.3.1 信度分析 43
4.3.2 效度分析 44
4.4 假說檢定 47
4.4.1 修正後的整體模型 47
4.4.2 模型配適度分析 49
4.4.3 結構模型驗證結果 50
4.5 干擾效果分析 51
第五章 結論與建議 55
5.1 研究結論 55
5.1.1 電子口碑訊息方向對消費者購買意圖的影響 56
5.1.2 電子口碑品質對消費者購買意圖的影響 56
5.1.3 廣告涉入對消費者購買意圖的影響 56
5.1.4 產品涉入對消費者購買意圖的影響 57
5.1.5 口碑搜尋行為對訊息方向與消費者購買意圖的影響 57
5.1.6 口碑搜尋行為對口碑品質與消費者購買意圖的影響 58
5.2 管理意涵 59
5.2.1 負面電子口碑的重要 59
5.2.2 鎖定目標市場並且進行市場區隔 60
5.3 研究限制 61
5.4 未來研究方向與建議 63
論文參考文獻:[1] 黃俊英,「企業研究方法」,東華書局股份有限公司,1999年。
[2] 陳志劍,推薦式廣告與比較性廣告效果之研究,淡江大學國際企業研究所,碩士論文,1994年。
[3] 陳安瀅,組織政治知覺對組織負面影響的干擾因素-以工作滿足為例,國立中山大學人力資源管理研究所,碩士論文,2002年。
[4] Anderson, E. W., “Customer satisfaction and word-of-mouth,” Journal of Service Research, Vol.1, No.1, pp.5-17, 1998.
[5] Anderson, J. C. & Gerbing, D. W., “Structural Equation Modeling in Practice : A Review and Recommends Two-step Approach,” Psychological Bulletin, Vol.103, No.3, pp.411-423, 1988.
[6] Awad, N. F. & Ragowsky, A., “Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders,” Journal of Management Information Systems, Vol.24, No.4, pp.101-121, 2008.
[7] Bagozzi, R. P. & Yi, Y., “On the Evaluation of Structural equation Models,” Journal of the Academy of Marketing Science, Vol.16, No.1, pp.74-94, 1988.
[8] Bailey, J. E. & Pearson, S. W., “Development of a tool for measuring and analyzing computer user satisfaction,” Management Science, Vol.29, No.5, pp.530-545, 1983.
[9] Bansal, H. S. & Voyer, P. A., “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, Vol.3, No.2, pp.166-177, 2000.
[10] Bickart, B. & Schinkler, R. M., “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing, Vol.15, No.3, pp.31-40, 2001.
[11] Blackwell & Engal, Consumer Behavior, 9th ed., Harcount, Inc., 2001.
[12] Bloch, P. H., “An exploration into the scaling of consumers’ involvement with a product class,” Advances in Consumer Research, Vol.8, pp.61-65, 1981.
[13] Bloch, P. H., Daniel, L. S. & Nancy M. R., “Consumer Search: An extended Framework,” Journal of consumer Research, Vol.13, No.1, pp.119-126, 1986.
[14] Brown, J. J. & Reingen, P. H., “Social Ties and Word of Mouth Referral Behavior,” Journal of Consumer Research, Vol.14, No.3, pp350-362, 1987.
[15] Chatterjee, P., “Online Reviews: Do Consumers Use Them?” Association for Consumer Research, pp.129-134, 2001.
[16] Christiansen, T. & Tax, S. S., “Measuring word of mouth: the questions of who and then?,” Journal of Marketing Communications, Vol.6, No.3,pp.185-199, 2000.
[17] Coulter, K. S. & Punj, G. N., “Understanding The Role Of Idiosyncratic Thinking In Brand Attitude Formation: The Dual Interference Model,” Journal of Advertising, Vol.36, No.1, pp.7-20, 2007.
[18] Day, G. S., “Attitude Change Media and Word of Mouth,” Journal of Advertising Research, Vol.11, No.6, pp.31-40, 1971.
[19] Engel, J. F., Blackwell, R. D. & Kollat, D. T., “Consumer Behavior (8th ed.),” Dryden Press, 1995.
[20] Feldman, J. M. & Lynch, J. G., “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior” Journal of Applied Psychology , Vol.73,No.3, pp.421-435, 1988.
[21] Gelb, B. D. & Sundaram, S., “Adapting to word of mouse,” Business Horizons, Vol.45, No.4, pp.21-25, 2002.
[22] Gorla, N., Somers, T. M. & Wong, B., “Organizational impact of system quality, information quality, and service quality ,” The Journal of Strategic Information Systems, Vol.19, No.3, pp.207-228, 2010.
[23] Goldsmith, R. E & Horowitz, D., “Measuring Motivations for Online Opinion Seeking,” Journal of Interactive Advertising, Vol.6, No.2,pp.1-16, 2006.
[24] Greenwald, A. G. & Leavitt, C., “Audience Involvement in Advertising : Four Levels,” Journal of Consumer Research, Vol. 11, No.1, pp.581-592, 1984.
[25] Hanson, W., “Principles of Internet Marketing,” South-Western College, 2000.
[26] Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D., “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?”Journal of Interactive Marketing, Vol.18, No.1,pp.38-52, 2004.
[27] Herr, P. M., Kardes, F. R. & Kim, J., “Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective,” Journal of Consumer Research, Vol.17, No.3, pp.454-462, 1991.
[28] Hogan, J. E., Lemon, K. N. & Libai, B., “Quantifying the Ripple: Word of Mouth and Advertising Effectiveness,” Journal of Advertising Research, Vol.44, No.3, pp. 271-280, 2004.
[29] Hu, L. T. & Bentler, P. M., “Cutoff criteria for fit indexs in covariance structure analysis: Conventional criteria versus new alternatives,” Structural Equation Modeling, Vol.6, No.1, pp.1-55, 1999.
[30] Huh, Y. U., Keller, F. R., Redman, T. C. & Watkins, A. R., “ Data quality,” Information and Software Technology, Vol. 32, No.8, pp.559-565, 1990.
[31] Joreskog, K. G. & Sorbom, D., LISREL 7: A guide to the program and its application. Chicago, IL : SPSS Inc., 1988.
[32] Klein, L. R. “Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods,” Journal of Business Research, Vol.41, No.3, pp.195-203, 1998.
[33] Kolter, P., Marketing Management: Analysis, Planning, Implementation and Control(9 th):Prentice-Hall of India., 1997.
[34] Koufteros, X. A., “Testing a Model of Pull Production: a Paradigm for Manufacturing Research using Structural Equation Modeling,” Journal of Operations Management, Vol.17, No.4, pp.467-488, 1999.
[35] Krugman, H. E., “An Application of Learning Theory to TV Copy Testing,” Public Opintion Quarterly, Vol.26, No.4, pp.626-634, 1962.
[36] Lampert, S. I. & Rosenberg, L. J., “Word of mouth activity as information search : A reappraisal ,” Journal of Academy of Marketing, Vol.3, No.3, pp337-354,1975.
[37] Lee, J., Park, D. H. & Han, I. “The effect of negative online consumer reviews on product attitude: An information processing view,” Electronic Commerce Research and Applications, Vol.7, No.3, pp.341-352, 2008.
[38] Maheswaran, D. & Meyer-Levy, J., “The influence of message framing and issue involvement,” Journal of Marketing Research, Vol.27, No.3, pp.361-367, 1990.
[39] Mahmood, M. A. & Medewitz. J. N., “Impact of design methods on decision support systems success: An empirical assessment,” Information & Management, Vol.9, Issue.3, pp.137-151, 1985.
[40] Marsh, H. W. & Hocevar, D., “Application of Confirmatory Factor Analysis to the Study of Self-Concept: First-and Higher Order Factor Models and Their Invariance across Groups,” Psychological Bulletin, Vol.97, No.3, pp.562-582, 1985.
[41] Mizerski, R. W., “An Attribution Explanation of the Disproportionate Influence of Unfavorable Information,” Journal of Consumer Research, Vol.9, No.3, pp.301-310, 1982.
[42] Nelson, P. “Information and Consumer Behavior,” Journal of Political Economy, Vol.78, No.2, pp.311-329, 1970.
[43] Nelson, P. “Advertising as information,” Journal of Political Economy, Vol.82, No.4, pp.729-754, 1974.
[44] Nunnally, J. C., “Psychometric Theory,” McGraw-Hill, 1978.
[45] Petty, R. E. & Cacioppo, J. T., “Communication and Persuasion: Central and Peripheral Routes to Persuasion,” New York : Springer-Verlag,1986.
[46] Reichheld, F. F., & Sasser, W. E., “Zero defection: Quality comes to services,” Harvard Business Review, Vol.68, No.5, pp.105-111, 1990.
[47] Richins, M. L. “Negative Word of Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, Vol.47, No.1, pp.68-78, 1983.
[48] Robertson, T. S., Zielinski, J. & Ward, S., “Consumer Behavior,” Foresman and Company, 1984.
[49] Rothman, L. S., Jacquemart, D., Barbe, A., Benner, D. C., Birk, M., Brown, L. R., Carleer, M. R., Chackerian, C., Chance, K., Coudert, L. H., Dana, V., Devi, V. M., Flaud, J. M., Gamache, R. R., Goldman, A., Hartmann, J. M., Jucks, K. W., Maki, A. G., Mandin, J. Y., Massie, S. T., Orphal, J., Perrin, A., Rinsland, C. P., Smith. M. A. H., Tennyson, J., Tolchenov, R. N., Toth, R. A., Vander Auwera, J., Varanasi, P.&Wanger, G., “The HITRAN 2004 molecular spectroscopic database,” Journal of Quantitative Spectroscopic & Radiative Transfer, Vol.96,No.2, pp.139-204, 2005.
[50] Rogers, E. M., "diffsions of innovations," published by A Division of Simon & Schuster Inc., 1995.
[51] Singh, J., “Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation across Three Service Categories,” Journal of the Academy of Marketing Science, Vol.18, No.1, pp.1-15, 1990.
[52] Smith, D. C. & Park, C. W., “The Effects of Brand Extension on Market Share and Advertising Efficiency,” Journal of Marketing Research, Vol.29, No.3, pp.296-313, 1992.
[53] Smith, R. E. & Swinyard, W. R., “Information Response Models: An Integrated Approach,” Journal of Marketing, Vol.46, No.1, pp.81-93, 1982.
[54] Solomon, M. R., “Consumer Behavior: Buying, Having and Being,” Canberra: Prentice Hall, 1997.
[55] Solomon, M. R., “Consumer Behavior: Buying, Having and Being,” Canberra: Prentice Hall, 1999.
[56] Swinyard, W. R., “The Interaction between Comparative Advertising and Copy Claim Variation,” Journal of Marketing Research, Vol.18, No.2, pp.175-186, 1981.
[57] Wang, R. Y. & Strong, D. M., “Beyond Accuracy: What data Quality Means to Data Consumers,” Journal of Management Information Systems, Vol.12, No.4, pp.5-33, 1996.
[58] Watkins, H. S. & Lin, R., “Collectivism, Individualism and In-Group Membership : Implications for Consumer Complaining Behaviors in Multicultural Contexts,” Journal of International Consumer Marketing, Vol.8. Issue.3-4, pp.69-96, 1996.
[59] Ying, H. L., & Chung, C. M.Y., “The Effects of Single-Message Single-Source Mixed Word-of-Mouth on Product Attitude and Purchase Intention,” Asia Pacific Journal of Marketing and Logistics,”Vol.19, No.1, pp.75-86, 2007.
[60] Zaichkowsky, J. L., “Measuring the involvement construct,” Journal of Consumer Research, Vol.12, No.3, pp.341-352, 1985.
[61] Zaichkowsky, J. L., “Conceptualizing involvement,” Journal of Advertising, Vol.15, No.2, pp.4-14, 1986.
[62] Zeithaml, V. A., “How consumer evaluation processes differ between goods and services,” Marketing of services, Chicago, American Marketing, 1981.
[63] New Research Shows the Impact on Consumer Behavior in Europe
http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=1314.
[64] 資策會FIND網站http://www.find.org.tw/find/home.aspx?page=news&id=5138.
[65] i-buzz口碑研究室http://www.i-buzz.com.tw/analyse-1.asp?ID=192.
[66] MBA智庫百科http://wiki.mbalib.com/zh-tw/%E5%8F%A3%E7%A2%91%E4%BC%A0%E6%92%AD.
[67] 中時行銷知識庫http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=ACNielsen&offset=48&MMContentNoID=45644.
論文全文使用權限:不同意授權