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題名 政治態度對電子口碑擴散影響之研究
Study of the Influence of Political Attitudes upon the Spreading of Electronic Word-of-mouth
作者 羅彥鐘
貢獻者 賴士葆<br>林宏遠
羅彥鐘
關鍵詞 電子口碑
政治態度
電子口碑行為
日期 2006
上傳時間 11-Sep-2009 17:01:20 (UTC+8)
摘要 口碑傳播向來扮演資訊傳遞與擴散等重要的角色，隨著網路使用的普及，電子口碑成為新形態的口碑傳播方式。本研究以政治議題作為主題，探討電子口碑的前因與後果。電子口碑由兩個構面組成，會受到個體本身具有的政治態度所影響；此外，電子口碑行為是電子口碑的實際體現，不同的電子口碑構面是否會採用不同的方式進行電子口碑的擴散行為？本研究欲探討電子口碑所包含的構面，接著欲證實政治態度、電子口碑與電子口碑行為三構念之間的影響關係。研究對象為關心時事與政治的網路族群，採用網路問卷，共計獲得181份有效問卷，以迴歸分析討論三構念之間的關係。
     研究結果顯示，電子口碑的構面可分為線上意見領袖與線上意見尋求；政治態度的構面則包含了外部政治效能感、內部政治效能感與政治信任。兩構念之間具有如下關係：
     1.外部政治效能感能正向影響線上意見領袖
     2.內部政治效能感能正向影響線上意見領袖
     3.政治信任能正向影響線上意見尋求
     此外，電子口碑也經證實能夠影響電子口碑行為：
     1.線上意見領袖能正向影響線上轉寄與線上交談
     2.線上意見尋求能正向影響線上轉寄與線上交談
     藉由電子口碑模式的確立，能瞭解政治議題的網路擴散效應，並提供另一個資訊傳遞與交流的新型態管道。
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描述 碩士
國立政治大學
企業管理研究所
94355057
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0943550571
資料類型 thesis
dc.contributor.advisor 賴士葆<br>林宏遠zh_TW
dc.contributor.author (Authors) 羅彥鐘zh_TW
dc.creator (作者) 羅彥鐘zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 11-Sep-2009 17:01:20 (UTC+8)-
dc.date.available 11-Sep-2009 17:01:20 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 17:01:20 (UTC+8)-
dc.identifier (Other Identifiers) G0943550571en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29997-
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) 94355057zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 口碑傳播向來扮演資訊傳遞與擴散等重要的角色，隨著網路使用的普及，電子口碑成為新形態的口碑傳播方式。本研究以政治議題作為主題，探討電子口碑的前因與後果。電子口碑由兩個構面組成，會受到個體本身具有的政治態度所影響；此外，電子口碑行為是電子口碑的實際體現，不同的電子口碑構面是否會採用不同的方式進行電子口碑的擴散行為？本研究欲探討電子口碑所包含的構面，接著欲證實政治態度、電子口碑與電子口碑行為三構念之間的影響關係。研究對象為關心時事與政治的網路族群，採用網路問卷，共計獲得181份有效問卷，以迴歸分析討論三構念之間的關係。
     研究結果顯示，電子口碑的構面可分為線上意見領袖與線上意見尋求；政治態度的構面則包含了外部政治效能感、內部政治效能感與政治信任。兩構念之間具有如下關係：
     1.外部政治效能感能正向影響線上意見領袖
     2.內部政治效能感能正向影響線上意見領袖
     3.政治信任能正向影響線上意見尋求
     此外，電子口碑也經證實能夠影響電子口碑行為：
     1.線上意見領袖能正向影響線上轉寄與線上交談
     2.線上意見尋求能正向影響線上轉寄與線上交談
     藉由電子口碑模式的確立，能瞭解政治議題的網路擴散效應，並提供另一個資訊傳遞與交流的新型態管道。		zh_TW
dc.description.tableofcontents 第一章 緒論……………………………………………….……………….…...…1
     第一節 研究背景與動機…………………………………………………….1
     第二節 研究問題與目的………………………………………………….…3
     第三節 研究範圍與限制………………………………………………….…4
     第二章 文獻探討…………………………………………………………………5
     第一節 網路政治…………………………………………………………5
     第二節 政治態度…………………………………………………………...14
     第三節 電子口碑…………………………………………………………21
     第四節 線上意見領袖……………………………………………………26
     第五節 線上轉寄與線上交談……………………………………………34
     第六節 各學者與其研究之整理…………………………………………34
     第三章 研究方法………………………………………………………………36
     第一節 研究架構…………………………………………………………36
     第二節 研究假說…………………………………………………………38
     第三節 變數衡量與問卷設計……………………………………………41
     第四節 資料收集…………………………………………………………54
     第四章 資料分析結果…………………………………………………………58
     第一節 樣本結構…………………………………………………………58
     第二節 信度與效度檢定…………………………………………………64
     第三節 政治態度對電子口碑影響之分析………………………………66
     第四節 電子口碑對電子口碑行為影響之分析…………………………74
     第五節 殘差分析與共線性分析…………………………………………81
     第五章 結論與建議……………………………………………………………83
     第一節 研究結論…………………………………………………………83
     第二節 理論與實務的內涵………………………………………………88
     第三節 後續研究建議……………………………………………………90		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0943550571en_US
dc.subject (關鍵詞) 電子口碑zh_TW
dc.subject (關鍵詞) 政治態度zh_TW
dc.subject (關鍵詞) 電子口碑行為zh_TW
dc.title (題名) 政治態度對電子口碑擴散影響之研究zh_TW
dc.title (題名) Study of the Influence of Political Attitudes upon the Spreading of Electronic Word-of-mouthen_US
dc.type (資料類型) thesisen
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