| dc.contributor.advisor | 賴建都 | zh_TW |
| dc.contributor.author (Authors) | 蕭珮妤 | zh_TW |
| dc.creator (作者) | 蕭珮妤 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 16:25:40 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 16:25:40 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 16:25:40 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098452002 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50712 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 98452002 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 口碑行銷的魅力勢不可擋，企業也開始運用創造網路口碑的方式，來提升行銷的效果。因此，如何操作網路口碑的訊息內容品質以增強可信度，更成為了企業主必須掌控的內容。然而在學術上，網路口碑於訊息因素的研究卻仍缺乏，因此本研究初探性地將兩種有關訊息研究的討論構面共同結合與探討，從訊息結構中的「訊息面向」（單面或雙面陳述）以及內容中的「訊息價值」（所呈現的產品屬性價值）共同進行研究操弄；同時，將接收者的產品涉入程度視為影響網路口碑說服效果的干擾變項，期能以網路論壇討論區來驗證口碑訊息的說服效果。 本研究設計採實驗法，實驗變數包含訊息面向、訊息價值以及干擾變數─產品涉入，共三個變數。故本研究為2（訊息面向：單面訊息／雙面訊息）*2（訊息價值：功能性／享樂性價值）*2（產品涉入：高／低）的三因子組間實驗設計，共計8組實驗組。抽樣方法採取便利抽樣的方式，有效問卷共計回收675份。 本研究結果證實，第一，網路口碑呈現不同的「訊息面向」，對於消費者的訊息可信度具有顯著影響，且呈現「雙面訊息」（正負訊息比例為6:2）的訊息可信度顯著高於「單面訊息」。第二，網路口碑呈現不同的「訊息價值」，對於消費者的訊息可信度具有顯著影響，且呈現產品「功能性價值」的文章，其訊息可信度顯著高於「享樂性價值」。第三，有關產品涉入度的干擾效果，產品涉入度與口碑訊息面向對於訊息可信度無顯著交互影響；而產品涉入度與口碑訊息價值對於訊息可信度僅部分有顯著交互影響，高涉入產品宜採用功能性價值，低涉入產品則兩者皆重要。最後，可發現訊息可信度顯著影響消費者的產品態度與購買意圖。經由本研究結果，就實務上意涵，可提供企業主於網路口碑操作時之建議方向，如何透過訊息的操作來提升可信度，進而達成口碑說服效果。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論.........................................................................................................1 第一節 研究背景..........................................................................................................1 第二節 研究動機..........................................................................................................3 第三節 研究目的與問題..............................................................................................5 第二章 文獻探討.................................................................................................6 第一節 網路口碑..........................................................................................................6 第二節 訊息面向........................................................................................................14 第三節 訊息價值........................................................................................................17 第四節 產品涉入........................................................................................................24 第五節 口碑說服效果................................................................................................36 第三章 研究方法...............................................................................................40 第一節 研究架構........................................................................................................40 第二節 研究假設........................................................................................................41 第三節 變數定義與衡量............................................................................................47 第四節 實驗設計........................................................................................................55 第五節 資料分析與方法............................................................................................73 第四章 研究結果與分析...................................................................................75 第一節 樣本結構........................................................................................................75 第二節 信度分析........................................................................................................80 第三節 假設驗證........................................................................................................84 第四節 研究結果彙整................................................................................................93 第五章 研究結論與建議...................................................................................94 第一節 研究結論........................................................................................................94 第二節 研究貢獻........................................................................................................98 第三節 研究限制......................................................................................................102 第四節 未來研究建議..............................................................................................104 參考文獻..............................................................................................................106 附錄一：前測問卷─產品涉入度調查................................................................................114 附錄二：前測問卷─產品屬性重要性調查........................................................................118 附錄三：前測問卷─網路口碑文章變數操弄檢定............................................................124 附錄四：正式問卷................................................................................................................134 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098452002 | en_US |
| dc.subject (關鍵詞) | 網路口碑 | zh_TW |
| dc.subject (關鍵詞) | 訊息面向 | zh_TW |
| dc.subject (關鍵詞) | 訊息價值 | zh_TW |
| dc.subject (關鍵詞) | 產品涉入 | zh_TW |
| dc.subject (關鍵詞) | 訊息可信度 | zh_TW |
| dc.subject (關鍵詞) | 口碑說服效果 | zh_TW |
| dc.title (題名) | 網路口碑訊息面向、訊息價值與產品涉入對說服效果影響之研究-以網路論壇為例 | zh_TW |
| dc.title (題名) | The persuasive effect of word-of-mouth’s message sidedness, message value, and product involvement- a case study of internet forum. | en_US |
| dc.type (資料類型) | thesis | en |
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