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題名 線上評論感知有用性對購買意願的影響
Online Reviews and Perceived Usefulness on Consumers’ Purchasing Behavior Intention作者 陳婉約
Chen, Wan-Yue貢獻者 簡睿哲
Jian, Rui-Zhe
陳婉約
Chen, Wan-Yue關鍵詞 線上評論
感知有用性
消費者購買意願
Online Review
Perceived usefulness
Consumer purchase intention日期 2019 上傳時間 5-Sep-2019 15:39:39 (UTC+8) 摘要 線上資訊搜索正在逐步取代傳統的線下資訊搜索，而線上消費者評論的使用逐漸與人們的日常生活息息相關。消費者在購買過程中不斷向在線消費者尋求幫助，無論是決定口紅色號、度假目的地、理財方式、甚至是向慈善機構捐款，人們都會上網閱讀其他人的意見。線上評論的重要性已經得到越來越多消費者的重視，並且成為購買行為的有機部分。擁有更多線上評論的企業可以為消費者帶來更大的價值，並吸引消費者進入網站。但信息過剩也令消費者產生了新的困擾，增加了購物成本。隨著越來越多消費者線上檢索的使用，信息過載的問題逐漸被人們所注意。互聯網充斥著巨量資料，大量未經過濾的信息直接呈現在消費者面前，使得信息的有用程度充滿不確定性，消費者疲於從中分辨出真正具有價值的內容。\n因此瞭解消費者認為怎樣的線上評論更有用，可以對促進購買決策過程起到幫助作用，同時從中挖掘出的互聯網用戶創作內容的經濟價值對企業也十分重要。因此本研究將探討具備什麼屬性的線上評論可以對消費者產生更大的幫助程度，並在最終決策環節產生影響。
Online information search is replacing traditional offline information search gradually, and the use of online consumer reviews is increasingly becoming part of people`s daily lives. Consumers continue to seek help from online consumers during the purchase process. Whether it`s a red lipstick, a holiday destination, a financial plan, or even a donation to a charity, people always read other people`s opinions online. The importance of online reviews has been recognized, and companies with more online reviews can bring greater value to consumers and attract consumers to the web site. However, excess information has also brought new problems to consumers and increased the cost of shopping. With the use of more and more people, the problem of information overload has attracted people`s attention gradually. The Internet is full of huge amounts of information. The large amount of unfiltered information is presented to consumers directly, making the usefulness of information full of uncertainty， Consumers are tired of distinguishing truly valuable content.\nTherefore, understanding the online reviews that consumers think is more useful can help to promote the decision-making process, and the economic value is also very important to enterprises. This study will explore the online reviews of what attributes can be of greater help to consumers and have an impact in the final decision-making process.參考文獻 1.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control, Springer: 11-39.\n2.Ajzen, I. (1991). "The theory of planned behavior." Organizational behavior and human decision processes 50(2): 179-211.\n3.Archak, N., et al. (2011). "Deriving the Pricing Power of Product Features by Mining Consumer Reviews." Management science 57(8): 1485-1509.\n4.Arndt, J. (1967). "Role of product-related conversations in the diffusion of a new product." Journal of marketing Research 4(3): 291-295.\n5.Baek, H., et al. (2012). "Helpfulness of Online Consumer Reviews: Readers` Objectives and Review Cues." International Journal of Electronic Commerce 17(2): 99-126.\n6.Bandura, A., et al. (1977). "Cognitive processes mediating behavioral change." J Pers Soc Psychol 35(3): 125-139.\n7.Bansal, H. S. and P. A. Voyer (2000). "Word-of-mouth processes within a services purchase decision context." Journal of service research 3(2): 166-177.\n8.Baron, R. M. and D. A. Kenny (1986). "The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations." J Pers Soc Psychol 51(6): 1173-1182.\n9.Barrick, M. R. and M. K. Mount (1991). "The big five personality dimensions and job performance: a meta‐analysis." Personnel psychology 44(1): 1-26.\n10.Bei, L.-T., et al. (2004). "Consumers` online information search behavior and the phenomenon of search vs. experience products." Journal of Family and Economic Issues 25(4): 449-467.\n11.Bhattacherjee, A. and C. Sanford (2006). "Influence processes for information technology acceptance: An elaboration likelihood model." MIS quarterly 30(4): 805-825.\n12.Bickart, B. and R. M. Schindler (2001). "Internet forums as influential sources of consumer information." Journal of interactive marketing 15(3): 31-40.\n13.Bolton, R. N. and J. H. Drew (1992). "Mitigating the effect of service encounters." Marketing Letters 3(1): 57-70.\n14.Bristor, J. (1990). "Exhanced explanations of word of mouth communications; the power of relations." Research in consumer behavior 4: 51-83.\n15.Brucks, M. (1985). "The Effects of Product Class Knowledge on Information Search Behavior." Journal of consumer research 12(1): 1-16.\n16.Butler, P. and J. Peppard (1998). "Consumer purchasing on the Internet:: Processes and prospects." European management journal 16(5): 600-610.\n17.Cao, Q., et al. (2011). "Exploring determinants of voting for the “helpfulness” of online user reviews: A text mining approach." Decision Support Systems 50(2): 511-521.\n18.Chatterjee, P. (2001). "Online reviews: do consumers use them?".\n19.Chen, Y. and J. Xie (2008). "Online consumer review: Word-of-mouth as a new element of marketing communication mix." Management science 54(3): 477-491.\n20.Cheung, C. M. and M. K. Lee (2012). "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms." Decision Support Systems 53(1): 218-225.\n21.Cheung, C. M., et al. (2008). "The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities." Internet research 18(3): 229-247.\n22.Cheung, C. M. and D. R. Thadani (2012). "The impact of electronic word-of-mouth communication: A literature analysis and integrative model." Decision Support Systems 54(1): 461-470.\n23.Cheung, M. 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"Belief, attitude, intention, and behavior: An introduction to theory and research."\n36.Forman, C., et al. (2008). "Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets." Information systems research 19(3): 291-313.\n37.Ghose, A. and P. G. Ipeirotis (2010). "Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics." IEEE Transactions on Knowledge and Data Engineering 23(10): 1498-1512.\n38.Gretzel, U. and K. H. Yoo (2008). "Use and impact of online travel reviews." Information and communication technologies in tourism 2008: 35-46.\n39.Häubl, G. and V. Trifts (2000). "Consumer decision making in online shopping environments: The effects of interactive decision aids." Marketing science 19(1): 4-21.\n40.Hennig-Thurau, T., et al. (2004). "Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?" 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國立政治大學
國際經營與貿易學系
106351051資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351051 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.advisor Jian, Rui-Zhe en_US dc.contributor.author (Authors) 陳婉約 zh_TW dc.contributor.author (Authors) Chen, Wan-Yue en_US dc.creator (作者) 陳婉約 zh_TW dc.creator (作者) Chen, Wan-Yue en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 15:39:39 (UTC+8) - dc.date.available 5-Sep-2019 15:39:39 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 15:39:39 (UTC+8) - dc.identifier (Other Identifiers) G0106351051 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=143970 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 106351051 zh_TW dc.description.abstract (摘要) 線上資訊搜索正在逐步取代傳統的線下資訊搜索，而線上消費者評論的使用逐漸與人們的日常生活息息相關。消費者在購買過程中不斷向在線消費者尋求幫助，無論是決定口紅色號、度假目的地、理財方式、甚至是向慈善機構捐款，人們都會上網閱讀其他人的意見。線上評論的重要性已經得到越來越多消費者的重視，並且成為購買行為的有機部分。擁有更多線上評論的企業可以為消費者帶來更大的價值，並吸引消費者進入網站。但信息過剩也令消費者產生了新的困擾，增加了購物成本。隨著越來越多消費者線上檢索的使用，信息過載的問題逐漸被人們所注意。互聯網充斥著巨量資料，大量未經過濾的信息直接呈現在消費者面前，使得信息的有用程度充滿不確定性，消費者疲於從中分辨出真正具有價值的內容。\n因此瞭解消費者認為怎樣的線上評論更有用，可以對促進購買決策過程起到幫助作用，同時從中挖掘出的互聯網用戶創作內容的經濟價值對企業也十分重要。因此本研究將探討具備什麼屬性的線上評論可以對消費者產生更大的幫助程度，並在最終決策環節產生影響。 zh_TW dc.description.abstract (摘要) Online information search is replacing traditional offline information search gradually, and the use of online consumer reviews is increasingly becoming part of people`s daily lives. Consumers continue to seek help from online consumers during the purchase process. Whether it`s a red lipstick, a holiday destination, a financial plan, or even a donation to a charity, people always read other people`s opinions online. The importance of online reviews has been recognized, and companies with more online reviews can bring greater value to consumers and attract consumers to the web site. However, excess information has also brought new problems to consumers and increased the cost of shopping. With the use of more and more people, the problem of information overload has attracted people`s attention gradually. The Internet is full of huge amounts of information. The large amount of unfiltered information is presented to consumers directly, making the usefulness of information full of uncertainty， Consumers are tired of distinguishing truly valuable content.\nTherefore, understanding the online reviews that consumers think is more useful can help to promote the decision-making process, and the economic value is also very important to enterprises. This study will explore the online reviews of what attributes can be of greater help to consumers and have an impact in the final decision-making process. en_US dc.description.tableofcontents 第一章 緒論 1\n第一節 研究背景與動機 1\n第二節 研究問題與目的 3\n第三節 研究意義 4\n第四節 研究方法與流程 5\n第二章 文獻綜述 7\n第一節 傳統口碑、網絡口碑與線上評論的關係 7\n第二節 線上評論的作用與定義 8\n第三節 感知有用性的定義與作用 9\n第四節 線上評論有用性的研究現狀 11\n第五節 消費者行為相關理論與線上評論的結合 16\n第三章 研究設計 20\n第一節 理論模型 20\n第二節 研究假設 21\n第三節 問卷設計 26\n第四章 實證分析 27\n第一節 敘述性統計分析 27\n第二節 信效度分析 29\n第三節 相關性分析 33\n第四節 回歸分析 34\n第五節 有用性的中介效果檢驗 36\n第六節 本章小結 37\n第五章 研究結論與建議 39\n第一節 研究結論 39\n第二節 研究建議 41\n第三節 研究侷限 44\n參考文獻 45\n附錄 52 zh_TW dc.format.extent 2332517 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351051 en_US dc.subject (關鍵詞) 線上評論 zh_TW dc.subject (關鍵詞) 感知有用性 zh_TW dc.subject (關鍵詞) 消費者購買意願 zh_TW dc.subject (關鍵詞) Online Review en_US dc.subject (關鍵詞) Perceived usefulness en_US dc.subject (關鍵詞) Consumer purchase intention en_US dc.title (題名) 線上評論感知有用性對購買意願的影響 zh_TW dc.title (題名) Online Reviews and Perceived Usefulness on Consumers’ Purchasing Behavior Intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control, Springer: 11-39.\n2.Ajzen, I. (1991). "The theory of planned behavior." Organizational behavior and human decision processes 50(2): 179-211.\n3.Archak, N., et al. (2011). "Deriving the Pricing Power of Product Features by Mining Consumer Reviews." Management science 57(8): 1485-1509.\n4.Arndt, J. (1967). "Role of product-related conversations in the diffusion of a new product." Journal of marketing Research 4(3): 291-295.\n5.Baek, H., et al. (2012). "Helpfulness of Online Consumer Reviews: Readers` Objectives and Review Cues." International Journal of Electronic Commerce 17(2): 99-126.\n6.Bandura, A., et al. (1977). "Cognitive processes mediating behavioral change." J Pers Soc Psychol 35(3): 125-139.\n7.Bansal, H. S. and P. A. Voyer (2000). "Word-of-mouth processes within a services purchase decision context." Journal of service research 3(2): 166-177.\n8.Baron, R. M. and D. A. Kenny (1986). "The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations." J Pers Soc Psychol 51(6): 1173-1182.\n9.Barrick, M. R. and M. K. Mount (1991). "The big five personality dimensions and job performance: a meta‐analysis." Personnel psychology 44(1): 1-26.\n10.Bei, L.-T., et al. (2004). "Consumers` online information search behavior and the phenomenon of search vs. experience products." Journal of Family and Economic Issues 25(4): 449-467.\n11.Bhattacherjee, A. and C. Sanford (2006). "Influence processes for information technology acceptance: An elaboration likelihood model." MIS quarterly 30(4): 805-825.\n12.Bickart, B. and R. M. Schindler (2001). "Internet forums as influential sources of consumer information." Journal of interactive marketing 15(3): 31-40.\n13.Bolton, R. N. and J. H. Drew (1992). "Mitigating the effect of service encounters." Marketing Letters 3(1): 57-70.\n14.Bristor, J. (1990). "Exhanced explanations of word of mouth communications; the power of relations." Research in consumer behavior 4: 51-83.\n15.Brucks, M. (1985). "The Effects of Product Class Knowledge on Information Search Behavior." Journal of consumer research 12(1): 1-16.\n16.Butler, P. and J. Peppard (1998). "Consumer purchasing on the Internet:: Processes and prospects." European management journal 16(5): 600-610.\n17.Cao, Q., et al. (2011). "Exploring determinants of voting for the “helpfulness” of online user reviews: A text mining approach." Decision Support Systems 50(2): 511-521.\n18.Chatterjee, P. (2001). "Online reviews: do consumers use them?".\n19.Chen, Y. and J. Xie (2008). "Online consumer review: Word-of-mouth as a new element of marketing communication mix." Management science 54(3): 477-491.\n20.Cheung, C. M. and M. K. Lee (2012). "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms." Decision Support Systems 53(1): 218-225.\n21.Cheung, C. 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