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題名 部落客口碑類型對消費者購買意願之影響 -廠商出資與自發性口碑之比較
The Effects of Electronic Word of Mouth on Consumer Purchasing Intention –A Comparison of Sponsored and Non Sponsored Blog Reviews
作者 林巧珍
LIN, CHIAO CHEN
貢獻者 樓永堅
林巧珍
LIN, CHIAO CHEN
關鍵詞 部落客口碑
產品涉入程度
產品知識程度
日期 2012
上傳時間 11-Jul-2013 16:05:27 (UTC+8)
摘要 面對越趨多元的行銷方式及管道，廠商在各種類型的廣告方式上不斷推陳出新，企圖在有限的行銷預算之下，透過效果最佳的宣傳方式將產品訊息和口碑傳遞給消費者；其中，產品口碑的傳遞方式更隨著Web 2.0的出現，從傳統的口耳相傳，轉變成電子口碑形式，至今已廣見國內許多行銷人員藉由網際網路的力量，透過論壇、PTT和個人部落格等管道將產品口碑傳播給瀏覽者，尤其具有高瀏覽量及忠誠讀者的人氣部落客，更是廠商爭相邀文的對象。然而，此種廠商贊助的口碑類型，內容不再只是網友單純的產品使用經驗之分享，而是明顯受到廠商操控，且具商業意圖的口碑訊息；以此角度來看，相較於傳統的自發性口碑，此種廠商出資的口碑應會因為相對之下較無法取信於消費者，使得口碑效果大打折扣；而從另外一個角度來看，對於與廠商配合的部落客而言，倘若操作不甚，此種合作方式也可能使得瀏覽者的忠誠度降低，甚至動搖既有關係，導致口碑效果越來越不如預期。

據此，本研究以推敲可能性模型(ELM)做為貫穿全文的理論架構，並採用實驗法，以部落客口碑為例，探討消費者在面對自發性口碑與廠商出資的口碑時，對其購買意願的影響是否不同；同時分析當消費者的產品涉入程度及產品知識程度不同時，此兩種部落客口碑對其購買意願的影響程度是否有所差異；本論文的實驗設計採2(部落客口碑類型:廠商出資vs.自發性)*2(產品涉入程度:高vs.低)*2(產品知識程度:高vs.低)。研究結果顯示:

1.廠商出資的部落客口碑與自發性的部落客口碑，對於消費者的購買意願均能產生正向影響，且又以自發性部落客口碑的影響力較高。。
2.當消費者對於產品的涉入程度高時，相較於產品涉入程度較低者，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小。
3.當消費者所具備的產品知識程度較高時，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小；但是，當消費者的產品知識程度較低時，傾向依部落客口碑類型來判斷口碑內容的可信度，相較於產品知識程度較高者，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較大。
參考文獻 英文參考文獻
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing Research, 61 (3), pp. 38-53.
Alba, Joseph W. & J. Wesley Hutchinson (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13 (3), pp411~454.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4 (3), pp291-295.
Balasubramanian, S., & Mahajan, V. (2001). The Economic Leverage of the Virtual Community. International Journal of Electronic Commerce, 5,103-138
Bettman, J. R.,(1979), An Information Processing Theory of Consumer Choice,
Reading, MA: Addison Wesley.
Bettman, J., & Park, C. (1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A protocol analysis. Journal of Consumer Research, 7 (3), 234-248.
Brown, J. J., & Reingen, P. H. (1987). Social Ties and Word-of-Month Referral Behavior. Journal of Consumer Research, 14 (3), 350-362.
Brucks, M.(1985). The Effect of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research Vol. 12, Iss. 1,pp1-16.
Burnkrant, Robert E. (1976). A Motivational Model of Information Processing Intensity. Journal of Consumer Research, 3, 21-30.
Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). The Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion. Journal of Personality and Social Psychology, 45 (4), 805-818.
Chaiken, Sheely (1980). Heuristic versus Systematic Information Processing and Use the Source versus Message Cue in Persuasion. Journal of Personality and Social Psychology, 39, 752-766.
Chaiken, Shelly (1987). The Heuristic Model of Persuasion. In Zanna, M. P., Olson, J. M., & Herman, C. P. (eds.), Social Influence:The Ontario Symposium, 5, pp-3-39, Hillsdale, NJ: Erlbaum.
Chevalier, J., & Maylin, D. (2006). The effect of Word of Mouth on Sales: Online Book Review. Journal of Marketing Research, 43 (3), 345-354.
Dodds, B.W., Monroe, K.B., &Grewal, D. (1991). The Effect of Price, Brands and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28 (3), 307-319.
Dellarocas, C. (2006). Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms. Management Science, 52 (10), 1577-1593.
Engel, J.F., Blackwell, R.D. and Miniard, P.W.(1990). Consumer Behavior ( 6th ed.), Chicago: Dryden Press.
Engel, F. James, Kollat, T. David & Blackwell, D. Roger. (1973). Consumer Behavior. New York: Holt, Rinehart and Winston.
Fiske, Susan T. & Taylor, S.E. (1991). Social Cognition (2nd ed.), New York: McGraw-Hill.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley & Sons, Inc.
Hupfer, Nacy & Gardner, David (1971). Differential Involvement with Products and Issues: Research, in David M. Gardner (ed.), MD: Association for Consumer An Exploratory Study, in Proceedings: Association for Consumer Research, pp. 262-269.
Jacoby, J.,(1974). Consumer Reaction to Information Display: Packaging and
Advertising, in Advertising and the Public Interest, ed. S. F. Divita, Chicago:
American Marketing Association, 101-118.
Jacoby, J., Kohn, C.A., and Speller D. E. (1973). Time Spent Acquiring
Information as a Function of Information Load and organization, Proceedings of the American Psychological Association’s 81st Annual Convention, Washington, D.C., 8, 813-814.
Johnson, Blair T. & Eagly, Alice H. (1989). Effects of Involvement on Persuasion: A Meta-Analysis. Psychological Bulletin, 106 (2), 290-314.
Johnson, E.J. & Russo, E.J. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11 (6), 542-550.
Kent, R., & Allen, C. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58 (3), 97-105.
Keller, K., Heckler, S., & Houston, M. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62 (1), 48-57.
Kotler, P. (2003). Marketing Management (11th ed.) New Jersey: Prentice Hall
Lagace, R., J.B. Gassenhheimer and R. Dahlstrom (1991). The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry. Journal of Personal Selling and Sales Management. Vol. 11, No.4, pp.39-47.
Malhotra, N. K.,(1982). Information load and Consumer Decision Making.
Journal of Consumer Research, 8(3), 419-430
McGuire, William J. (1969). The Nature of Attitudes and Attitude Change. The Handbook of Social Psychology, Vol.3, Gardner Lindzey and Elliot Aronson, ed., MA: Addison-Wesley, 136-314
Milliman, Ronald E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46 (2), 86-91
Pan, B., MacLaurin, T., & Crotts, J.C. (2007). Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, 46 (35), 35-45
Park, C.W., Mothersbaugh, D.L., and Feich, L.(1994). Consumer Knowledge Assessment. Journal of Consumer Research, 21, 71-82.
Park, C. W., & Lessig, V. (1981). Familiarity and its Impact on Consumer Decision Biases and Heuristics. Journal of Consumer Research, 8 (2), 223-231.
Perse, Elizabeth M. (1990). Media Involvement and Local News Effects, Journal of Broadcasting & Electronic Media, 34, 17-37
Petty, Richard E., Cacioppo, John T., & Goldman, R. (1981). Personal Involvement as a Determinant of Argument-Based Persuasion. Journal of Personality and Social Psychology, 41 (5), 847-855
Thomas S. Robertson & Harold H. Kassarjian. (1991). Theories of Attitude Change. Handbook of Consumer Behavior ( 4th ed.), New Jersey:Prentice Hall College Div, 241-278.
Petty, Richard E. & Cacioppo, John T. (1979). Issue Involvement can Increase or Decrease Persuasion by Enhancing Message-Relevant Cognitive Responses. Journal of Personality and Social Psychology, 37, 1915-1926.
Petty, Richard E. & Cacioppo, John T. (1986a). Communication and Persuasion: Central and peripheral Route to Attitude change. New York: Springer-Verlag.
Petty, Richard E. & Cacioppo, John T. (1986b). The Elaboration Likelihood Model of Persuasion. In L. Berkowitz (ed.), Advances in Experimental Social Psychology (Vol. 19 pp. 123-205). New York: Academic Press.
Petty, Richard E. & Cacioppo, John T. (1990). Involvement and Persuasion: Tradition versus Integration. Psychological Bulletin, 107 (3), 367-374.
Petty, Richard E. & Wegener, Duane T. (1999). The Elaboration Likelihood Model: Current Status and Controversies. S. Chaiken and Y. Trope (ed.). Dual Process Theories in Social Psychology, New York: Guilford Press.
Petty, Richard E. & Wegener, Duane T. (1999). The Elaboration Likelihood Model: Current Status and Controversies. In Dual-Process Theories in Social Psychology, (ed.). Shelley Chaiken and Yaacov Trope, New York: Guilford. 41-72.
Rao, A., & Monroe, K. (1989). “The Effect of Price, Brand Name, and Store Name on Buyers` Perceptions of Product Quality: an Integrative Review.” Journal of Marketing Research, 8, 351-357.
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior (7th ed.), Englewood Cliffs, N. J.: Prentice-Hall Inc.
Schiffman, L. G. & Leslie, L. K. (1991). Consumer Behavior (2nd ed.), Englewood Cliffs, N. J.: Prentice-Hall Inc.
Wright, P. L. (1975). Consumer Choice Strategies: Simplifying vs. Optimizing,
Journal of Marketing Research, 1 (2), 60-67
Zajonc, R., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of Consumer Research, 9 (2), 123-131.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising research, 15 (2), 4-14.
Zeithaml, V. (1988). Consumer Perceptions of Price, Quality, and Value: a means-end model and synthesis of evidence. The Journal of Marketing, 52 (3), 2-22.

中文參考文獻
林震岩(民96年6月)，產品型態與訊息呈現方式對網路購物行為影響之研究， 第九屆資訊管理學術研討會。
王志剛、謝文崔譯(民84)，消費者行為，台北:華泰書局。
描述 碩士
國立政治大學
企業管理研究所
100355022
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100355022
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 林巧珍zh_TW
dc.contributor.author (Authors) LIN, CHIAO CHENen_US
dc.creator (作者) 林巧珍zh_TW
dc.creator (作者) LIN, CHIAO CHENen_US
dc.date (日期) 2012en_US
dc.date.accessioned 11-Jul-2013 16:05:27 (UTC+8)-
dc.date.available 11-Jul-2013 16:05:27 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2013 16:05:27 (UTC+8)-
dc.identifier (Other Identifiers) G0100355022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58751-
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) 100355022zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 面對越趨多元的行銷方式及管道，廠商在各種類型的廣告方式上不斷推陳出新，企圖在有限的行銷預算之下，透過效果最佳的宣傳方式將產品訊息和口碑傳遞給消費者；其中，產品口碑的傳遞方式更隨著Web 2.0的出現，從傳統的口耳相傳，轉變成電子口碑形式，至今已廣見國內許多行銷人員藉由網際網路的力量，透過論壇、PTT和個人部落格等管道將產品口碑傳播給瀏覽者，尤其具有高瀏覽量及忠誠讀者的人氣部落客，更是廠商爭相邀文的對象。然而，此種廠商贊助的口碑類型，內容不再只是網友單純的產品使用經驗之分享，而是明顯受到廠商操控，且具商業意圖的口碑訊息；以此角度來看，相較於傳統的自發性口碑，此種廠商出資的口碑應會因為相對之下較無法取信於消費者，使得口碑效果大打折扣；而從另外一個角度來看，對於與廠商配合的部落客而言，倘若操作不甚，此種合作方式也可能使得瀏覽者的忠誠度降低，甚至動搖既有關係，導致口碑效果越來越不如預期。

據此，本研究以推敲可能性模型(ELM)做為貫穿全文的理論架構，並採用實驗法，以部落客口碑為例，探討消費者在面對自發性口碑與廠商出資的口碑時，對其購買意願的影響是否不同；同時分析當消費者的產品涉入程度及產品知識程度不同時，此兩種部落客口碑對其購買意願的影響程度是否有所差異；本論文的實驗設計採2(部落客口碑類型:廠商出資vs.自發性)*2(產品涉入程度:高vs.低)*2(產品知識程度:高vs.低)。研究結果顯示:

1.廠商出資的部落客口碑與自發性的部落客口碑，對於消費者的購買意願均能產生正向影響，且又以自發性部落客口碑的影響力較高。。
2.當消費者對於產品的涉入程度高時，相較於產品涉入程度較低者，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小。
3.當消費者所具備的產品知識程度較高時，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小；但是，當消費者的產品知識程度較低時，傾向依部落客口碑類型來判斷口碑內容的可信度，相較於產品知識程度較高者，其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較大。		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 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 部落格口碑及其研究現況 5
第二節 推敲可能性模型及相關研究結果 7
第三節 產品涉入程度與其對消費者購買意願之影響 10
第四節 產品知識 13
第三章 研究方法 16
第一節 研究架構與研究假說 16
第三節 研究設計 17
第四章 研究結果 22
第一節 樣本結構分析 22
第二節 信度、效度分析 24
第三節 主要研究發現 25
第五章 研究討論 34
第一節 研究討論 34
第二節 研究限制與未來研究方向 37
英文參考文獻 39
中文參考文獻 44
網路資料 45
附錄一:正式問卷A 46
附錄二:正式問卷B 51		zh_TW
dc.format.extent 803194 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100355022en_US
dc.subject (關鍵詞) 部落客口碑zh_TW
dc.subject (關鍵詞) 產品涉入程度zh_TW
dc.subject (關鍵詞) 產品知識程度zh_TW
dc.title (題名) 部落客口碑類型對消費者購買意願之影響 -廠商出資與自發性口碑之比較zh_TW
dc.title (題名) The Effects of Electronic Word of Mouth on Consumer Purchasing Intention –A Comparison of Sponsored and Non Sponsored Blog Reviewsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文參考文獻
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing Research, 61 (3), pp. 38-53.
Alba, Joseph W. & J. Wesley Hutchinson (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13 (3), pp411~454.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4 (3), pp291-295.
Balasubramanian, S., & Mahajan, V. (2001). The Economic Leverage of the Virtual Community. International Journal of Electronic Commerce, 5,103-138
Bettman, J. R.,(1979), An Information Processing Theory of Consumer Choice,
Reading, MA: Addison Wesley.
Bettman, J., & Park, C. (1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A protocol analysis. Journal of Consumer Research, 7 (3), 234-248.
Brown, J. J., & Reingen, P. H. (1987). Social Ties and Word-of-Month Referral Behavior. Journal of Consumer Research, 14 (3), 350-362.
Brucks, M.(1985). The Effect of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research Vol. 12, Iss. 1,pp1-16.
Burnkrant, Robert E. (1976). A Motivational Model of Information Processing Intensity. Journal of Consumer Research, 3, 21-30.
Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). The Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion. Journal of Personality and Social Psychology, 45 (4), 805-818.
Chaiken, Sheely (1980). Heuristic versus Systematic Information Processing and Use the Source versus Message Cue in Persuasion. Journal of Personality and Social Psychology, 39, 752-766.
Chaiken, Shelly (1987). The Heuristic Model of Persuasion. In Zanna, M. P., Olson, J. M., & Herman, C. P. (eds.), Social Influence:The Ontario Symposium, 5, pp-3-39, Hillsdale, NJ: Erlbaum.
Chevalier, J., & Maylin, D. (2006). The effect of Word of Mouth on Sales: Online Book Review. Journal of Marketing Research, 43 (3), 345-354.
Dodds, B.W., Monroe, K.B., &Grewal, D. (1991). The Effect of Price, Brands and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28 (3), 307-319.
Dellarocas, C. (2006). Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms. Management Science, 52 (10), 1577-1593.
Engel, J.F., Blackwell, R.D. and Miniard, P.W.(1990). Consumer Behavior ( 6th ed.), Chicago: Dryden Press.
Engel, F. James, Kollat, T. David & Blackwell, D. Roger. (1973). Consumer Behavior. New York: Holt, Rinehart and Winston.
Fiske, Susan T. & Taylor, S.E. (1991). Social Cognition (2nd ed.), New York: McGraw-Hill.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley & Sons, Inc.
Hupfer, Nacy & Gardner, David (1971). Differential Involvement with Products and Issues: Research, in David M. Gardner (ed.), MD: Association for Consumer An Exploratory Study, in Proceedings: Association for Consumer Research, pp. 262-269.
Jacoby, J.,(1974). Consumer Reaction to Information Display: Packaging and
Advertising, in Advertising and the Public Interest, ed. S. F. Divita, Chicago:
American Marketing Association, 101-118.
Jacoby, J., Kohn, C.A., and Speller D. E. (1973). Time Spent Acquiring
Information as a Function of Information Load and organization, Proceedings of the American Psychological Association’s 81st Annual Convention, Washington, D.C., 8, 813-814.
Johnson, Blair T. & Eagly, Alice H. (1989). Effects of Involvement on Persuasion: A Meta-Analysis. Psychological Bulletin, 106 (2), 290-314.
Johnson, E.J. & Russo, E.J. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11 (6), 542-550.
Kent, R., & Allen, C. (1994). Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity. Journal of Marketing, 58 (3), 97-105.
Keller, K., Heckler, S., & Houston, M. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62 (1), 48-57.
Kotler, P. (2003). Marketing Management (11th ed.) New Jersey: Prentice Hall
Lagace, R., J.B. Gassenhheimer and R. Dahlstrom (1991). The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry. Journal of Personal Selling and Sales Management. Vol. 11, No.4, pp.39-47.
Malhotra, N. K.,(1982). Information load and Consumer Decision Making.
Journal of Consumer Research, 8(3), 419-430
McGuire, William J. (1969). The Nature of Attitudes and Attitude Change. The Handbook of Social Psychology, Vol.3, Gardner Lindzey and Elliot Aronson, ed., MA: Addison-Wesley, 136-314
Milliman, Ronald E. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46 (2), 86-91
Pan, B., MacLaurin, T., & Crotts, J.C. (2007). Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, 46 (35), 35-45
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中文參考文獻
林震岩(民96年6月)，產品型態與訊息呈現方式對網路購物行為影響之研究， 第九屆資訊管理學術研討會。
王志剛、謝文崔譯(民84)，消費者行為，台北:華泰書局。		zh_TW