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題名 訊息來源與背書人數對於訊息可信度之影響 —以美妝產品評價系統為例
The Impact of Information Sources and Information Endorsement on Information Credibility —the Case of Consumer Product Review in Beauty Industry
作者 張耕豪
Chang, Keng Hao
貢獻者 于卓民<br>彭朱如
張耕豪
Chang, Keng Hao
關鍵詞 訊息可信度
訊息來源
訊息背書
涉入程度
產品評價系統
日期 2013
上傳時間 1-Jul-2014 12:03:07 (UTC+8)
摘要 根據創市際ARO調查的台灣網路流量報告，在2014年3月單月中，台灣有逾1,196萬位不重複使用者上網，而平均每位網友使用網路1,436分鐘、瀏覽2,238個網頁，可見網路已經成為台灣人民生活中不可或缺的一部分；因網路普及，網路口碑對於消費者的影響日漸擴大，本研究針對網路口碑中的產品評價系統為研究主體，探討評價訊息來源與背書人數是否會對於評價訊息可信度有影響，並以涉入程度作為調節變數，探討涉入程度對於主效果的交互作用。
本研究採用雙因子實驗設計的方式，透過問卷的方式，針對有效樣本360位受試者進行2（訊息來源）* 3（背書人數）的正式實驗，探求消費者接受到不同刺激情形之下，對於刺激的訊息可信度反應；除此之外，也透過Zaichkowsky的PII（Personal Involvement Inventory, 1994）量表，調查受試者的涉入程度，並探討涉入程度是否對於主效果有交互作用。
研究結果發現：一、訊息來源對於訊息可信度有顯著影響，官方網站訊息來源的訊息可信度較第三方平台的資訊來源高。二、有背書人數的訊息其訊息可信度比無背書人數訊息還高。三、多人數背書的訊息其訊息可信度比少人數背書的訊息可信度還高。四、涉入程度對於訊息可信度有直接影響，高涉入族群對於評價訊息有較高的可信度。
整體而言，本研究發現訊息來源、背書人數以及涉入程度對於評價訊息的可信度有直接的影響，提供產品評價訊息，的經營者未來在經營產品評價系統時，須注意且可以提升訊息可信度的因子。
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蔡幸真（2009），「電子口碑的前因及其對消費者行為的影響:以部落格為例」臺灣大學國際企業學研究所碩士學位論文。
鄭百雅（2007），「再探當代社會自戀意涵-從美妝部落格談起」國立中正大學電訊傳播研究所碩士學位論文。
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財團法人資訊工業策進會FIND資料庫 http://www.find.org.tw/find/home.aspx?page=manyandid=359 ; 2013
http://www.find.org.tw/find/home.aspx?page=board&id=1133；2010
創市際市場研究顧問資料庫
http://www.insightxplorer.com/news/news_05_07_14.html；2014
http://news.ixresearch.com/?p=6359；2012
comScore資料庫
http://www.comscore.com/
Forrester Research
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Nielsen Bazaarvoice資料庫
http://www.bazaarvoice.com/
描述 碩士
國立政治大學
企業管理研究所
101355010
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355010
資料類型 thesis
dc.contributor.advisor 于卓民<br>彭朱如zh_TW
dc.contributor.author (Authors) 張耕豪zh_TW
dc.contributor.author (Authors) Chang, Keng Haoen_US
dc.creator (作者) 張耕豪zh_TW
dc.creator (作者) Chang, Keng Haoen_US
dc.date (日期) 2013en_US
dc.date.accessioned 1-Jul-2014 12:03:07 (UTC+8)-
dc.date.available 1-Jul-2014 12:03:07 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2014 12:03:07 (UTC+8)-
dc.identifier (Other Identifiers) G0101355010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67073-
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) 101355010zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 根據創市際ARO調查的台灣網路流量報告，在2014年3月單月中，台灣有逾1,196萬位不重複使用者上網，而平均每位網友使用網路1,436分鐘、瀏覽2,238個網頁，可見網路已經成為台灣人民生活中不可或缺的一部分；因網路普及，網路口碑對於消費者的影響日漸擴大，本研究針對網路口碑中的產品評價系統為研究主體，探討評價訊息來源與背書人數是否會對於評價訊息可信度有影響，並以涉入程度作為調節變數，探討涉入程度對於主效果的交互作用。
本研究採用雙因子實驗設計的方式，透過問卷的方式，針對有效樣本360位受試者進行2（訊息來源）* 3（背書人數）的正式實驗，探求消費者接受到不同刺激情形之下，對於刺激的訊息可信度反應；除此之外，也透過Zaichkowsky的PII（Personal Involvement Inventory, 1994）量表，調查受試者的涉入程度，並探討涉入程度是否對於主效果有交互作用。
研究結果發現：一、訊息來源對於訊息可信度有顯著影響，官方網站訊息來源的訊息可信度較第三方平台的資訊來源高。二、有背書人數的訊息其訊息可信度比無背書人數訊息還高。三、多人數背書的訊息其訊息可信度比少人數背書的訊息可信度還高。四、涉入程度對於訊息可信度有直接影響，高涉入族群對於評價訊息有較高的可信度。
整體而言，本研究發現訊息來源、背書人數以及涉入程度對於評價訊息的可信度有直接的影響，提供產品評價訊息，的經營者未來在經營產品評價系統時，須注意且可以提升訊息可信度的因子。		zh_TW
dc.description.tableofcontents 圖次 III
表次 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題及目的 2
第三節 論文結構與研究流程 3
第二章 文獻探討 5
第一節 網路口碑與評價系統 5
第二節 信任與可信度 10
第三節 評價系統 18
第四節 背書與背書效果 24
第五節 涉入程度 26
第三章 研究方法 33
第一節 研究模型與假說 33
第二節 研究設計 35
第四章 資料分析與研究結果 41
第一節 樣本結構分析 41
第二節 信度分析及控制變項分析 45
第三節 主要研究發現 47
第四節 實證結果 52
圖次 III
表次 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題及目的 2
第三節 論文結構與研究流程 3
第二章 文獻探討 5
第一節 網路口碑與評價系統 5
第二節 信任與可信度 10
第三節 評價系統 18
第四節 背書與背書效果 24
第五節 涉入程度 26
第三章 研究方法 33
第一節 研究模型與假說 33
第二節 研究設計 35
第四章 資料分析與研究結果 41
第一節 樣本結構分析 41
第二節 信度分析及控制變項分析 45
第三節 主要研究發現 47
第四節 實證結果 52
第五章 結論與建議 57
第一節 研究結論與實務建議 57
第二節 研究限制與後續研究建議 59
參考文獻 62
附錄一 前測問卷 73
附錄二 正式問卷範例 79
附錄三 正式實驗刺激範例 85		zh_TW
dc.format.extent 3315508 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/#G0101355010en_US
dc.subject (關鍵詞) 訊息可信度zh_TW
dc.subject (關鍵詞) 訊息來源zh_TW
dc.subject (關鍵詞) 訊息背書zh_TW
dc.subject (關鍵詞) 涉入程度zh_TW
dc.subject (關鍵詞) 產品評價系統zh_TW
dc.title (題名) 訊息來源與背書人數對於訊息可信度之影響 —以美妝產品評價系統為例zh_TW
dc.title (題名) The Impact of Information Sources and Information Endorsement on Information Credibility —the Case of Consumer Product Review in Beauty Industryen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
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