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題名 網路口碑型態與社會線索對口碑信任影響之研究
The Effects of Social Clue Implied in Two Types of eWoM for Trust on eWoM
作者 陳俞仲
Chen, Yu Zhong
貢獻者 管郁君
陳俞仲
Chen, Yu Zhong
關鍵詞 網路口碑
社會線索
內源性口碑
外源性口碑
eWoM
social clue
endogenous WoM
exogenous WoM
日期 2016
上傳時間 9-Aug-2016 10:45:32 (UTC+8)
摘要 隨著網際網路時代的來臨，網路口碑逐漸變成消費者購買決策時重要的參考依據。而口碑依據來源不同，分為內源性口碑及外源性口碑，且兩者皆透過社會線索的暗示影響消費者對於口碑的信任。本研究先蒐集相關文獻並彙整出影響口碑信任的因素——社會線索。接著探討兩種口碑類型中，社會線索對於口碑信任的影響。本研究共收回880份有效問卷，並透過最小平方法(PLS)及多群分析，進行有效樣本之實證分析。結果顯示，在社會線索中，感知權威性、感知真實性及感知內容特質皆顯著地影響消費者對於口碑的信任程度，且隨著口碑類型的不同，消費者所重視的社會線索也不相同。在內源性口碑情境中，消費者較外源性口碑情境更加注重口碑的感知真實性。在外源性口碑情境中，則消費者較內源性情境更加注重口碑的感知權威性。因此，本研究認為企業除了維持內源性口碑的行銷活動外，應當對於外源性口碑的經營有著相等的注意力。
This study explores the effects of social clue implied in the two types of eWoM (electronic word-of-mouth) for the trust on eWoM. With the development of the Internet, online word of mouth (eWoM) gradually be taken as an important reference for consumers when they make a purchase decision. According to different sources of eWoM, eWoM can be divided into endogenous eWoM and exogenous eWoM, and both affect consumers’ trust on WoM through the social clue of eWoM. First, this study collected relevant literature and aggregated the factors affecting the trust on eWoM, and this study call the factors the social clue. Then this study investigate the effects of the social clue of the two types of eWoM for the trust on eWoM and process the validity sample analysis by PLS. Hypotheses on type of eWoM could be tested by statistically comparing corresonding path coefficients in the structural models. The survey results from 880 participants of an online forum suggest that the social clue of eWoM is significantly associated with the trust on eWoM, and the results vary with the types of eWoM. The contribution of this study demonstrate the importance of the social clue of eWoM, and they carry important practical implications for business.
參考文獻 Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
Benedicktus, R. L., & Andrews, M. L. (2006). Building trust with consensus information: The effects of valence and sequence direction. Journal of Interactive Advertising, 6(2), 3-25.
Berger, J., & Milkman, K. L. (2012). What makes online content viral?. Journal of marketing research, 49(2), 192-205.
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth?. Journal of Marketing Research, 48(5), 869-880.
Conrad, J. G., Leidner, J. L., & Schilder, F. (2008). Professional credibility: authority on the web. In Proceedings of the 2nd ACM workshop on Information credibility on the web (pp. 85-88). ACM.
DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information systems research, 3(1), 60-95.
DiFonzo, N., & Bordia, P. (2007). Rumors influence: Toward a dynamic social impact theory of rumor (Doctoral dissertation, Psychology Press).
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. the Journal of Marketing, 35-51.
Gefen, D., & Ridings, C. M. (2005). If you spoke as she does, sir, instead of the way you do: a sociolinguistics perspective of gender differences in virtual communities. ACM SIGMIS Database, 36(2), 78-92.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
Granovetter, M. S. (1973). The strength of weak ties. American journal of sociology, 1360-1380.
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.
Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!. Computers in Human Behavior, 45, 273-280.
Huang, M., Cai, F., Tsang, A. S., & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing, 45(7/8), 1277-1297.
Kamins, M. A., Folkes, V. S., & Perner, L. (1997). Consumer responses to rumors: Good news, bad news. Journal of consumer psychology, 6(2), 165-187.
Keil, M., Tan, B. C., Wei, K. K., Saarinen, T., Tuunainen, V., & Wassenaar, A. (2000). A cross-cultural study on escalation of commitment behavior in software projects. MIS quarterly, 299-325.
Koehn, D. (2003). The nature of and conditions for online trust. Journal of Business Ethics, 43(1-2), 3-19.
McGuire, W. J. (1976). Some internal psychological factors influencing consumer choice. Journal of Consumer research, 302-319.
Mitra, A., & Watts, E. (2002). Theorizing cyberspace: the idea of voice applied to the internet discourse. New media & society, 4(4), 479-498.
Rieh, S. Y. (2002). Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53(2), 145-161.
Rogers, E. (2003). Diffusion of Innovations, 5th edn Free Press. New York.
Seeberger, B., Schwarting, U., & Meiners, N. (2010). The Renaissance of Word-of-Mouth Marketing: A`New`Standard in Twenty-First Century Marketing Management?!. International Journal of Economic Sciences and Applied Research, (2), 79-97.
Sernovitz, A. (2009). Word of mouth marketing: How smart companies get people talking. New York: Kaplan.
Shi, Z., Rui, H., & Whinston, A. B. (2013). Content sharing in a social broadcasting environment: evidence from twitter. Available at SSRN 2341243.
Strebel, J., Erdem, T., & Swait, J. (2004). Consumer search in high technology markets: Exploring the use of traditional information channels. Journal of Consumer Psychology, 14(1), 96-104.
Strong, F. K. (1925). The Psychology of Selling, McGraw Hill, New York, NY.
Taylor, R. S. (1986). Value-added processes in information systems. Greenwood Publishing Group.
Wang, Y. S. (2008). Assessing e‐commerce systems success: a respecification and validation of the DeLone and McLean model of IS success. Information Systems Journal, 18(5), 529-557.
Weenig, M. W., & Midden, C. J. (1991). Communication network influences on information diffusion and persuasion. Journal of Personality and Social Psychology, 61(5), 734.
Wilson, P. (1983). Second-hand knowledge: An inquiry into cognitive authority. Westport, CT: Greenwood Press.
Wojnicki, A. C., & Godes, D. (2008). Word-of-mouth as self-enhancement. HBS marketing research paper, (06-01).
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.

網路資料
2015年台灣數位廣告量統計報告 (2016) Retrieved August 2, 2016, from http://www.dma.org.tw/
3C產品消費意識大調查 (2015) Retrieved August 2, 2016, from http://www.techbang.com/posts/22680-ul-x-t-states-3c-consumer-awareness-survey-value-for-money-than-its-consumers-only-take-into-account-buy-fun-with-peace-of-mind
Chin, W. W. (2000). Frequently Asked Questions – Partial Least Squares & PLS-Graph. Retrieved June 12, 2016, from http://disc-nt.cba.uh.edu/chin/plsfac/plsfac.htm.
GLOBAL TRUST IN ADVERTISING (2015) Retrieved December 28, 2015, from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/global-trust-in-advertising-report-sept-2015.pdf
Internet Live Stats (2015) Retrieved November 27, 2015, from http://www.internetlivestats.com/
研究案例: 口碑小調查 (2010) Retrieved November 26, 2015, from http://news.ixresearch.com/?p=2525
新品最佳宣傳管道：親朋好友口碑相傳 (2015) Retrieves December 3, 2015, from http://www.nielsen.com/tw/zh/press-room/2015/news-innovation-product-in-taiwan.html
描述 碩士
國立政治大學
資訊管理學系
103356025
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356025
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 陳俞仲zh_TW
dc.contributor.author (Authors) Chen, Yu Zhongen_US
dc.creator (作者) 陳俞仲zh_TW
dc.creator (作者) Chen, Yu Zhongen_US
dc.date (日期) 2016en_US
dc.date.accessioned 9-Aug-2016 10:45:32 (UTC+8)-
dc.date.available 9-Aug-2016 10:45:32 (UTC+8)-
dc.date.issued (上傳時間) 9-Aug-2016 10:45:32 (UTC+8)-
dc.identifier (Other Identifiers) G0103356025en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99770-
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) 103356025zh_TW
dc.description.abstract (摘要) 隨著網際網路時代的來臨，網路口碑逐漸變成消費者購買決策時重要的參考依據。而口碑依據來源不同，分為內源性口碑及外源性口碑，且兩者皆透過社會線索的暗示影響消費者對於口碑的信任。本研究先蒐集相關文獻並彙整出影響口碑信任的因素——社會線索。接著探討兩種口碑類型中，社會線索對於口碑信任的影響。本研究共收回880份有效問卷，並透過最小平方法(PLS)及多群分析，進行有效樣本之實證分析。結果顯示，在社會線索中，感知權威性、感知真實性及感知內容特質皆顯著地影響消費者對於口碑的信任程度，且隨著口碑類型的不同，消費者所重視的社會線索也不相同。在內源性口碑情境中，消費者較外源性口碑情境更加注重口碑的感知真實性。在外源性口碑情境中，則消費者較內源性情境更加注重口碑的感知權威性。因此，本研究認為企業除了維持內源性口碑的行銷活動外，應當對於外源性口碑的經營有著相等的注意力。zh_TW
dc.description.abstract (摘要) This study explores the effects of social clue implied in the two types of eWoM (electronic word-of-mouth) for the trust on eWoM. With the development of the Internet, online word of mouth (eWoM) gradually be taken as an important reference for consumers when they make a purchase decision. According to different sources of eWoM, eWoM can be divided into endogenous eWoM and exogenous eWoM, and both affect consumers’ trust on WoM through the social clue of eWoM. First, this study collected relevant literature and aggregated the factors affecting the trust on eWoM, and this study call the factors the social clue. Then this study investigate the effects of the social clue of the two types of eWoM for the trust on eWoM and process the validity sample analysis by PLS. Hypotheses on type of eWoM could be tested by statistically comparing corresonding path coefficients in the structural models. The survey results from 880 participants of an online forum suggest that the social clue of eWoM is significantly associated with the trust on eWoM, and the results vary with the types of eWoM. The contribution of this study demonstrate the importance of the social clue of eWoM, and they carry important practical implications for business.en_US
dc.description.tableofcontents 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 5
第二節 信任 11
第三節 社會線索 14
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 操作型定義 26
第四節 研究設計 30
第五節 前測 31
第四章 資料分析 36
第一節 資料收集 36
第二節 樣本結構分析 37
第三節 信度與效度檢測 39
第四節 結構模式分析 50
第五節 群組比較 53
第六節 假說檢定結果 54
第七節 討論 58
第五章 結論與建議 62
第一節 結論 62
第二節 研究限制與後續研究 64
參考文獻 65
附錄 68		zh_TW
dc.format.extent 1541986 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356025en_US
dc.subject (關鍵詞) 網路口碑zh_TW
dc.subject (關鍵詞) 社會線索zh_TW
dc.subject (關鍵詞) 內源性口碑zh_TW
dc.subject (關鍵詞) 外源性口碑zh_TW
dc.subject (關鍵詞) eWoMen_US
dc.subject (關鍵詞) social clueen_US
dc.subject (關鍵詞) endogenous WoMen_US
dc.subject (關鍵詞) exogenous WoMen_US
dc.title (題名) 網路口碑型態與社會線索對口碑信任影響之研究zh_TW
dc.title (題名) The Effects of Social Clue Implied in Two Types of eWoM for Trust on eWoMen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
Benedicktus, R. L., & Andrews, M. L. (2006). Building trust with consensus information: The effects of valence and sequence direction. Journal of Interactive Advertising, 6(2), 3-25.
Berger, J., & Milkman, K. L. (2012). What makes online content viral?. Journal of marketing research, 49(2), 192-205.
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth?. Journal of Marketing Research, 48(5), 869-880.
Conrad, J. G., Leidner, J. L., & Schilder, F. (2008). Professional credibility: authority on the web. In Proceedings of the 2nd ACM workshop on Information credibility on the web (pp. 85-88). ACM.
DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information systems research, 3(1), 60-95.
DiFonzo, N., & Bordia, P. (2007). Rumors influence: Toward a dynamic social impact theory of rumor (Doctoral dissertation, Psychology Press).
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. the Journal of Marketing, 35-51.
Gefen, D., & Ridings, C. M. (2005). If you spoke as she does, sir, instead of the way you do: a sociolinguistics perspective of gender differences in virtual communities. ACM SIGMIS Database, 36(2), 78-92.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
Granovetter, M. S. (1973). The strength of weak ties. American journal of sociology, 1360-1380.
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.
Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!. Computers in Human Behavior, 45, 273-280.
Huang, M., Cai, F., Tsang, A. S., & Zhou, N. (2011). Making your online voice loud: the critical role of WOM information. European Journal of Marketing, 45(7/8), 1277-1297.
Kamins, M. A., Folkes, V. S., & Perner, L. (1997). Consumer responses to rumors: Good news, bad news. Journal of consumer psychology, 6(2), 165-187.
Keil, M., Tan, B. C., Wei, K. K., Saarinen, T., Tuunainen, V., & Wassenaar, A. (2000). A cross-cultural study on escalation of commitment behavior in software projects. MIS quarterly, 299-325.
Koehn, D. (2003). The nature of and conditions for online trust. Journal of Business Ethics, 43(1-2), 3-19.
McGuire, W. J. (1976). Some internal psychological factors influencing consumer choice. Journal of Consumer research, 302-319.
Mitra, A., & Watts, E. (2002). Theorizing cyberspace: the idea of voice applied to the internet discourse. New media & society, 4(4), 479-498.
Rieh, S. Y. (2002). Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53(2), 145-161.
Rogers, E. (2003). Diffusion of Innovations, 5th edn Free Press. New York.
Seeberger, B., Schwarting, U., & Meiners, N. (2010). The Renaissance of Word-of-Mouth Marketing: A`New`Standard in Twenty-First Century Marketing Management?!. International Journal of Economic Sciences and Applied Research, (2), 79-97.
Sernovitz, A. (2009). Word of mouth marketing: How smart companies get people talking. New York: Kaplan.
Shi, Z., Rui, H., & Whinston, A. B. (2013). Content sharing in a social broadcasting environment: evidence from twitter. Available at SSRN 2341243.
Strebel, J., Erdem, T., & Swait, J. (2004). Consumer search in high technology markets: Exploring the use of traditional information channels. Journal of Consumer Psychology, 14(1), 96-104.
Strong, F. K. (1925). The Psychology of Selling, McGraw Hill, New York, NY.
Taylor, R. S. (1986). Value-added processes in information systems. Greenwood Publishing Group.
Wang, Y. S. (2008). Assessing e‐commerce systems success: a respecification and validation of the DeLone and McLean model of IS success. Information Systems Journal, 18(5), 529-557.
Weenig, M. W., & Midden, C. J. (1991). Communication network influences on information diffusion and persuasion. Journal of Personality and Social Psychology, 61(5), 734.
Wilson, P. (1983). Second-hand knowledge: An inquiry into cognitive authority. Westport, CT: Greenwood Press.
Wojnicki, A. C., & Godes, D. (2008). Word-of-mouth as self-enhancement. HBS marketing research paper, (06-01).
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.

網路資料
2015年台灣數位廣告量統計報告 (2016) Retrieved August 2, 2016, from http://www.dma.org.tw/
3C產品消費意識大調查 (2015) Retrieved August 2, 2016, from http://www.techbang.com/posts/22680-ul-x-t-states-3c-consumer-awareness-survey-value-for-money-than-its-consumers-only-take-into-account-buy-fun-with-peace-of-mind
Chin, W. W. (2000). Frequently Asked Questions – Partial Least Squares & PLS-Graph. Retrieved June 12, 2016, from http://disc-nt.cba.uh.edu/chin/plsfac/plsfac.htm.
GLOBAL TRUST IN ADVERTISING (2015) Retrieved December 28, 2015, from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/global-trust-in-advertising-report-sept-2015.pdf
Internet Live Stats (2015) Retrieved November 27, 2015, from http://www.internetlivestats.com/
研究案例: 口碑小調查 (2010) Retrieved November 26, 2015, from http://news.ixresearch.com/?p=2525
新品最佳宣傳管道：親朋好友口碑相傳 (2015) Retrieves December 3, 2015, from http://www.nielsen.com/tw/zh/press-room/2015/news-innovation-product-in-taiwan.html		zh_TW