| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.author (Authors) | 邱恬憶 | zh_TW |
| dc.creator (作者) | 邱恬憶 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:52:20 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:52:20 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:52:20 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097351015 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48883 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 97351015 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 網路興起使得口碑傳播效果更快更遠，消費者也習慣在購物之前先在網路上找尋相關產品評價後再決定購買，尤其「開箱文」的發展讓消費者能對產品有更清楚的體驗，讓網路口碑更具說服力。本研究旨在了解消費者產品知識是否會干擾網路口碑可信度，負面效果(negative effect)對所有消費者而言是否均存在。當消費者接收到網路評價時，會否因為自身產品知識不同，在接收到網路正負評價時會產生不同的可信度，並進一步了解造成其差異的原因為何。本研究針對單眼相機為研究的產品，以線上問卷調查方式收集364份有效問卷，以統計方法分析後得到以下發現： 1.整體而言，相對於專家消費者，非專家消費者對網路評價的可信度較高。 2.消費者的產品知識高低與網路正負評價對評價可信度產生交互作用，且發現負面效果對專家消費者而言並不存在。 3.造成上述交互作用的原因是消費者對評價者發文動機的歸因不同所導致。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 5 第一節 研究背景與動機 5 第二節 研究目的 8 第三節 研究流程 9 第二章 文獻探討 10 第一節 口碑傳播 10 第二節 產品知識 17 第三節 歸因理論 20 第四節 資訊可信度 24 第三章 研究方法 26 第一節 研究架構 26 第二節 研究假設 27 第三節 研究設計 30 第四節 實驗操控 31 第五節 問卷設計 33 第四章 研究結果 36 第一節 樣本結構 36 第二節 信度分析 37 第三節 敘述性統計結果 38 第四節 假設檢定結果 39 第五章 質化研究 44 第一節 研究設計 44 第二節 研究結果 47 第六章 結論與建議 50 第一節 研究結論 50 第三節 研究限制 55 第四節 研究建議 56 參考文獻 57 附錄一 開箱文(正評) 63 附錄二 開箱文(負評) 69 附錄三 研究問卷 75 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097351015 | en_US |
| dc.subject (關鍵詞) | 網路評價 | zh_TW |
| dc.subject (關鍵詞) | 歸因 | zh_TW |
| dc.subject (關鍵詞) | 產品知識 | zh_TW |
| dc.subject (關鍵詞) | 開箱文 | zh_TW |
| dc.subject (關鍵詞) | 資訊可信度 | zh_TW |
| dc.title (題名) | 網路正負評與消費者產品知識對網路口碑可信度之影響-以開箱文為例 | zh_TW |
| dc.title (題名) | The effects of positive and negative e-WOM and product knowledge on e-WOM credibility | en_US |
| dc.type (資料類型) | thesis | en |
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