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題名 探討口碑參與之意圖與行為
Investigating the Intention and the Behavior of WOM Engagement
作者 王翊家
貢獻者 管郁君
王翊家
關鍵詞 口碑參與
電子口碑
口碑參與意圖
口碑參與行為
日期 2016
上傳時間 20-Jul-2016 17:15:52 (UTC+8)
摘要 口碑參與的行為隨著資訊科技的進步日益流通快速，尤其是網路的普及與社群媒體的使用，讓消費者的體驗與意見能廣泛且快速地傳遞，然而目前仍然沒有一個明確的架構可以將口碑參與的動機做一個完整的敘述，同時也因為網路的普及使用，線上內容易於轉發，口碑傳遞的效果開始受到大家的關注，所以本研究以三種口碑參與行為，分別為意見給予 (Opinion Giving)、意見搜尋 (Opinion Seeking)與意見傳遞 (Opinion Passing)，作為研究口碑參與的主軸，以享樂、功利與社交，這樣一個涵蓋性較廣的架構來探討口碑參與的前因，並在了解消費者的動機後，繼續深究消費者傾向於線上或線下的環境，進行口碑參與的行為，從中推敲意圖與行為間可能存在的干擾變數。
根據641份網路問卷，我們藉由因素分析得到六大動機因素，並從結構模式驗證中得知，三種口碑參與行為有不同的驅動因素，在意見給予模型中，社交性因素為首。在意見尋找模型中，產品資訊為首，最後在意見傳遞模型中，六個因素有四個因素證實有顯著影響，社交性因素為首。除此之外，三種口碑參與意圖對線上下行為都具有正向影響，雖然干擾變數皆沒有證實干擾效果，但是對於線上下行為也都具有正向影響。
參考文獻 網路資料
2015尼爾森報告 新品最佳宣傳管道：親朋好友口碑相傳
http://www.nielsen.com/tw/zh/press-room/2015/news-innovation-product-in-taiwan.html
擷取日期：20151114
2015尼爾森報告 口碑，最佳的廣告形式
http://www.nielsen.com/tw/zh/press-room/2015/news-taiwan-trust-in-ad-2015-ch.html
擷取日期：20151114
2014 資策會產業情報研究所 台灣有81%消費者在購物前搜尋口碑訊息
http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=366&cred=2014/8
擷取日期：20151114

英文文獻
Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 291-295.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 40(6), 791-806.
Bone, P. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1).
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 350-362.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Buttle, F., & Coates, M. (1984). Shopping motives. Service Industries Journal, 4(1), 71-81.
Cavazza, N., Guidetti, M., & Pagliaro, S. (2015). Who cares for reputation? Individual differences and concern for reputation. Current Psychology, 34(1), 164-176.
Cavazza, N., Guidetti, M., & Pagliaro, S. (2015). Who Cares for Reputation? Individual Differences and Concern for Reputation. Current Psychology, 34(1), 164-176.
Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers` repeat purchase intentions in B2C e‐commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of Advertising Research.
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137-147.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9), 1000-1006.
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don`t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167-183.
Lam, D., Lee, A., & Mizerski, R. (2009). The effects of cultural values in word-of-mouth communication. Journal of International Marketing, 17(3), 55-70.
Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative word‐of‐mouth behaviour. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l`Administration, 18(3), 163-178.
Norman, A. T., & Russell, C. A. (2006). The pass‐along effect: Investigating word‐of‐mouth effects on online survey procedures. Journal of Computer‐Mediated Communication, 11(4), 1085-1103.
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
Schiffman, L. G., Sherman, E., & Long, M. M. (2003). Toward a better understanding of the interplay of personal values and the Internet. Psychology & Marketing, 20(2), 169-186.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word‐of‐mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer‐Mediated Communication, 11(4), 1104-1127.
Tauber, E. M. (1972). Why do people shop?. The Journal of Marketing, 46-49.
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 35-57.
Yang, S., Hu, M., Winer, R. S., Assael, H., & Chen, X. (2012). An empirical study of word-of-mouth generation and consumption. Marketing Science, 31(6), 952-963.
Yaniv, I., & Kleinberger, E. (2000). Advice taking in decision making: Egocentric discounting and reputation formation. Organizational Behavior and Human Decision Processes, 83(2), 260-281.
描述 碩士
國立政治大學
資訊管理學系
103356037
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356037
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 王翊家zh_TW
dc.creator (作者) 王翊家zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 20-Jul-2016 17:15:52 (UTC+8)-
dc.date.available 20-Jul-2016 17:15:52 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 17:15:52 (UTC+8)-
dc.identifier (Other Identifiers) G0103356037en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99339-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 103356037zh_TW
dc.description.abstract (摘要) 口碑參與的行為隨著資訊科技的進步日益流通快速，尤其是網路的普及與社群媒體的使用，讓消費者的體驗與意見能廣泛且快速地傳遞，然而目前仍然沒有一個明確的架構可以將口碑參與的動機做一個完整的敘述，同時也因為網路的普及使用，線上內容易於轉發，口碑傳遞的效果開始受到大家的關注，所以本研究以三種口碑參與行為，分別為意見給予 (Opinion Giving)、意見搜尋 (Opinion Seeking)與意見傳遞 (Opinion Passing)，作為研究口碑參與的主軸，以享樂、功利與社交，這樣一個涵蓋性較廣的架構來探討口碑參與的前因，並在了解消費者的動機後，繼續深究消費者傾向於線上或線下的環境，進行口碑參與的行為，從中推敲意圖與行為間可能存在的干擾變數。
根據641份網路問卷，我們藉由因素分析得到六大動機因素，並從結構模式驗證中得知，三種口碑參與行為有不同的驅動因素，在意見給予模型中，社交性因素為首。在意見尋找模型中，產品資訊為首，最後在意見傳遞模型中，六個因素有四個因素證實有顯著影響，社交性因素為首。除此之外，三種口碑參與意圖對線上下行為都具有正向影響，雖然干擾變數皆沒有證實干擾效果，但是對於線上下行為也都具有正向影響。		zh_TW
dc.description.tableofcontents 目錄 i
圖目錄 iii
表目錄 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 口碑的意涵與比較 5
第二節 口碑參與與動機 7
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假說 17
第三節 變數操作型定義 19
第四節 研究設計 21
第五節 問卷設計 22
第六節 前測 31
第四章 統計分析與假說檢定 44
第一節 人口統計資料 46
第二節 信度與效度檢測 47
第三節 結構模式分析 61
第五章 結論與建議 66
第一節 研究結論 66
第二節 研究建議 68
第三節 研究限制 71
第四節 未來研究方向 71
參考文獻 73
附錄一 題項中英對照 78
附錄二 正式問卷題項 86		zh_TW
dc.format.extent 1559617 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356037en_US
dc.subject (關鍵詞) 口碑參與zh_TW
dc.subject (關鍵詞) 電子口碑zh_TW
dc.subject (關鍵詞) 口碑參與意圖zh_TW
dc.subject (關鍵詞) 口碑參與行為zh_TW
dc.title (題名) 探討口碑參與之意圖與行為zh_TW
dc.title (題名) Investigating the Intention and the Behavior of WOM Engagementen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 網路資料
2015尼爾森報告 新品最佳宣傳管道：親朋好友口碑相傳
http://www.nielsen.com/tw/zh/press-room/2015/news-innovation-product-in-taiwan.html
擷取日期：20151114
2015尼爾森報告 口碑，最佳的廣告形式
http://www.nielsen.com/tw/zh/press-room/2015/news-taiwan-trust-in-ad-2015-ch.html
擷取日期：20151114
2014 資策會產業情報研究所 台灣有81%消費者在購物前搜尋口碑訊息
http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=366&cred=2014/8
擷取日期：20151114

英文文獻
Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 291-295.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 644-656.
Baker, J., & Wakefield, K. L. (2012). How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall. Journal of the Academy of Marketing Science, 40(6), 791-806.
Bone, P. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1).
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 350-362.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Buttle, F., & Coates, M. (1984). Shopping motives. Service Industries Journal, 4(1), 71-81.
Cavazza, N., Guidetti, M., & Pagliaro, S. (2015). Who cares for reputation? Individual differences and concern for reputation. Current Psychology, 34(1), 164-176.
Cavazza, N., Guidetti, M., & Pagliaro, S. (2015). Who Cares for Reputation? Individual Differences and Concern for Reputation. Current Psychology, 34(1), 164-176.
Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218-225.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers` repeat purchase intentions in B2C e‐commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of Advertising Research.
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137-147.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52.
Ho, J. Y., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9), 1000-1006.
King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don`t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167-183.
Lam, D., Lee, A., & Mizerski, R. (2009). The effects of cultural values in word-of-mouth communication. Journal of International Marketing, 17(3), 55-70.
Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative word‐of‐mouth behaviour. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l`Administration, 18(3), 163-178.
Norman, A. T., & Russell, C. A. (2006). The pass‐along effect: Investigating word‐of‐mouth effects on online survey procedures. Journal of Computer‐Mediated Communication, 11(4), 1085-1103.
Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
Schiffman, L. G., Sherman, E., & Long, M. M. (2003). Toward a better understanding of the interplay of personal values and the Internet. Psychology & Marketing, 20(2), 169-186.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online word‐of‐mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer‐Mediated Communication, 11(4), 1104-1127.
Tauber, E. M. (1972). Why do people shop?. The Journal of Marketing, 46-49.
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 35-57.
Yang, S., Hu, M., Winer, R. S., Assael, H., & Chen, X. (2012). An empirical study of word-of-mouth generation and consumption. Marketing Science, 31(6), 952-963.
Yaniv, I., & Kleinberger, E. (2000). Advice taking in decision making: Egocentric discounting and reputation formation. Organizational Behavior and Human Decision Processes, 83(2), 260-281.		zh_TW