| dc.contributor.advisor | 賴士葆<br>林宏遠 | zh_TW |
| dc.contributor.author (Authors) | 林原申 | zh_TW |
| dc.creator (作者) | 林原申 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:51:15 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:51:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:51:15 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095355054 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29914 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 95355054 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 口碑對於消費者在做購買決策時扮演重要的角色，根據研究，口碑不僅是獲得產品相關資訊的重要來源之一，而且在消費者做決策時，口碑訊息也是重要的決定性因素。而在網際網路出現之後，口碑傳播的方式從原來的口耳相傳，演變到現在的網路傳播，而由於網際網路的持久性，以及多對多的性質，使得網際網路成為口碑傳播最有效、最便利的管道。 口碑傳播的傳統研究中，有許多的變數被證實為影響口碑傳播的重要變數，例如傳播者的專業、口碑接受者的專業、知覺風險、主動搜尋口碑的程度、聯繫強度等等，都是重要的要素。但是近年來的研究也顯示，口碑傳播的過程中，屬於感性層面的情緒性變數也會強力的影響到口碑傳播的效果。 因此，本研究以Bansal & Voyer（2000）所提出的傳統口碑程序模型為基礎，加上以Soderlund and Rosengren（2007）所提出之情緒性口碑傳遞模型為基礎的情緒性口碑傳遞模型後，經過修改提出本研究之架構。本研究設計了一個正面口碑實驗與一個負面口碑的實驗，希望能夠了解在網路環境下，認知性要素與情緒性要素是如何影響網路口碑的傳播效果，以及消費者的決策。 本研究使用實體以及網路問卷的方式，共回收正面口碑實驗265有效樣本，負面口碑實驗289有效樣本。並以AMOS進行模型結構方程式的驗證，得到實證結果如下： 1. 口碑傳播者的專業會對口碑效果以及口碑接受者的主動搜尋程度有正向顯著影響。 2. 口碑接受者的專業會對其所感受到的知覺風險有負向影響。 3. 口碑接受者感受到的知覺風險和其主動搜尋程度有正向顯著相關。 4. 口碑傳播者的專業、口碑接受者的主動搜尋程度會對口碑的影響力有正向顯著相關。 5. 口碑傳遞者的情緒會影響到口碑接受者的情緒，且會讓口碑接受者的對產品的態度有顯著影響。 6. 口碑接受者的情緒也會影響到其對於產品的態度。 7. 口碑接受者對產品之態度會和其購買產品的意圖有正向顯著相關。 | zh_TW |
| dc.description.tableofcontents | 目錄 第壹章 緒論……………………………………………………………1 第一節 研究背景與動機…………………………………………1 第二節 研究目的…………………………………………………4 第三節 研究範圍與限制…………………………………………5 第四節 研究流程…………………………………………………7 第貳章 文獻探討………………………………………………………8 第一節 口碑………………………………………………………9 第二節 網路口碑…………………………………………………16 第三節 認知性因素與情緒性因素………………………………21 第四節 資訊搜尋與知覺風險……………………………………25 第五節 專業程度與連繫強度……………………………………31 第六節 文獻結果整理……………………………………………36 第參章 研究方法………………………………………………………37 第一節 研究架構…………………………………………………37 第二節 研究假設…………………………………………………40 第三節 變數定義與衡量…………………………………………48 第四節 研究設計…………………………………………………57 第五節 前測………………………………………………………59 第六節 資料蒐集與分析方式……………………………………61 第肆章 研究結果………………………………………………………63 第一節 樣本結構…………………………………………………63 第二節 問卷統計編碼說明………………………………………68 第三節 信度與效度分析…………………………………………71 第四節 整體概念模型……………………………………………79 第五節 假說驗證…………………………………………………85 第伍章 結論與建議……………………………………………………89 第一節 研究結論…………………………………………………89 第二節 理論與實務意涵…………………………………………94 第三節 未來建議…………………………………………………98 表目錄 表2-1 不同網路口碑傳播形式特徵間之比較……………………… 18 表2-2 各構面之相關學者、文獻整理表…………………………… 36 表 3-1 口碑傳播者專業程度題項表…………………………………49 表 3-2 口碑接收者的專業程度題項…………………………………50 表 3-3 網路口碑搜尋程度問項………………………………………50 表3-4 知覺風險問項………………………………………………… 51 表 3-5 口碑傳播者之情緒問項………………………………………52 表3-5-1 接受者的正面情緒問項…………………………………… 53 表3-5-2 接受者的負面情緒問項…………………………………… 53 表 3-7 口碑接受者對產品之態度問項………………………………54 表 3-8 網路口碑效果之影響問項……………………………………55 表3-9 口碑接受者的購買意圖……………………………………… 56 表3-10a正面口碑研究前測描述性統計量與信度分析表………… 59 表3-10b負面口碑研究前測描述性統計量與信度分析表………… 60 表3-11 正面口碑研究與負面口碑研究的獨立樣本T檢定…………60 表4-1a 正面口碑實驗樣本資料統計－性別…………………………63 表4-1b 負面口碑實驗樣本資料統計－性別…………………………63 表4-2a 正面口碑實驗樣本資料統計－年齡…………………………64 表4-2b 負面口碑實驗樣本資料統計－年齡…………………………64 表4-3a 正面口碑實驗樣本資料統計－職業…………………………65 表4-3b 負面口碑實驗樣本資料統計－職業…………………………65 表4-4a 正面口碑實驗樣本資料統計－教育程度……………………66 表4-4b 負面口碑實驗樣本資料統計－教育程度……………………66 表4-5a 正面口碑實驗樣本資料統計－月收入………………………67 表4-5b 負面口碑實驗樣本資料統計－月收入………………………67 表4-6a 正面口碑實驗問卷編碼項目…………………………………69 表4-6b 負面口碑實驗問卷編碼項目…………………………………70 表4-7a 正面口碑實驗信度分析………………………………………72 表4-7b 負面口碑實驗信度分析………………………………………72 表4-8a 正面口碑實驗組合信度………………………………………74 表4-8b 負面口碑實驗組合信度………………………………………74 表4-9a正面口碑研究收斂效度表……………………………………77 表4-9b負面口碑研究收斂效度表……………………………………78表4-10a 正面口碑實驗修正後各構面之量表……………………… 80 表4-10b 負面口碑實驗修正後各構面之量表……………………… 81 表4-11 正面與負面實驗各量測值與結果判定表……………………84 表 4-12a 正面口碑實驗假說驗證……………………………………87 表 4-12b 負面口碑實驗假說驗證……………………………………88 圖目錄 圖2-1 二階段傳播模型Solomon（1990）……………………………11 圖2-2 可及性－診斷力模型Herr et al.（1991）…………………14 圖2-3 資訊搜尋模式Engel et al.（1990）………………………26 圖3-1a 正面口碑研究架構……………………………………………38 圖3-1b 負面口碑研究架構……………………………………………39 圖 3-3 Soderlund & Rosengren（2007）情緒性口碑架構…………44 圖4-1a 正面口碑實驗假說驗證圖……………………………………85 圖4-1b 負面口碑實驗假說驗證圖……………………………………86 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095355054 | en_US |
| dc.subject (關鍵詞) | 網路口碑 | zh_TW |
| dc.subject (關鍵詞) | 資訊搜尋 | zh_TW |
| dc.subject (關鍵詞) | 專業程度 | zh_TW |
| dc.subject (關鍵詞) | 知覺風險 | zh_TW |
| dc.subject (關鍵詞) | 情緒性因素 | zh_TW |
| dc.subject (關鍵詞) | 購買意圖 | zh_TW |
| dc.title (題名) | 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 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 參考文獻 | zh_TW |
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