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題名 口耳相傳效果對消費者態度形成之影響－以網路留言板為例
作者 鄭佩玲
貢獻者 邱志聖
鄭佩玲
關鍵詞 口耳相傳效果
品牌
網際網路
日期 2001
上傳時間 18-Apr-2016 16:24:34 (UTC+8)
摘要 本研究主要探討口耳相傳效果在網際網路上之應用及對公司之影響。
參考文獻 一、 中文書目\r\n王文秀，陸洛，人際行為心理學，初版，台北；巨流圖書公司，民國八十四年。譯自Michael Artyle(1983), The Psychology of Interpersonal Behaviour, 4th ed, Penguin Group.\r\n王淑慧，產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響，成功大學企業管理研究所未出版之碩士論文，民國八十七年。\r\n吳文元，訊息典型性與處理動機對消費者評估過程之影響，台灣大學商學研究所未出版碩士論文，民國八十九年。\r\n李慧慧，消費者對無形服務資訊搜尋行為之研究-以婚紗攝影為例，政治大學企業管理研究所未出版碩士論文，民國八十七年。\r\n洪李竹，運用網際網路提升企業客戶價值-以個人電腦廠商為例，政治大學科技管理研究所未出版之碩士論文，民國八十八年。\r\n黃雅芬，口耳相傳效果對消費者行為的影響，政治大學國際貿易研究所未出版碩士論文，民國八十九年。\r\n趙居蓮，社會心理學，初版，台北；桂冠圖書服份有限公司，民國八十四年。譯自Ann L. Weber (1992), Social Psychology, HarperCollins Publishers, Inc.\r\n趙國仁，Internet 系統產品的產業競爭策略，中華民國科技管理研討會論文集，民國八十五年。\r\n鄭慶宗，網路企業品牌建構與管理之初探性研究- 以入門網站為例，輔仁大學管理研究所未出版碩士論文，民國八十九年。\r\n蘇芸，網路誹謗之研究-以電子佈告欄(BBS)為例，交通大學傳播研究所未出版碩士論文，民國八十五年。\r\n二、 英文書目\r\nBarabino, John (1998), Note on Marketing and World Wide Web, Harvard Business School.\r\nBone, Paul Fitzgerald (1995), “Word-of-Mouth Effects on Short-term and Long-term Product Judgments,” Journal of Business Research 32, 213-233.\r\nCobb, W. C. J. & Ruble, C. A., & Donthu, N. (1995), “Brand Equity, Brand Preference, & Purchase Intent,\" Journal of Advertising 24(3), 25-48.\r\nDodds, W. B. & Monroe, K. B. & Grewal, D. (1991), “Effects of Price, Brand, & Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research 28(3), 307-319.\r\nFeick, Lawrence F. & Price, Linda L. (1987), “ The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing (Jan), 83-97.\r\nFile, Karen Maru & Judd, Ben B. & Prince, Russ Alan (1992),“Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals,” Journal of Service Marketing (Fall), 5-14.\r\nFrenzen, Jonathan & Nakamoto, Kent (1993), “Structure, Cooperation, and the Flow of Marker Information,” Journal of Consumer Research (Dec), 360-375.\r\nHauser, John R. & Urban, Glen L. & Weinberg, Bruce D. (1993),“How Consumers Allocate Their Time When Searching for Information,” Journal of Marketing Research 30 (Nov), 452-466.\r\nHerr, Paul M. & Kardes, Frank R. & Kim, John (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,”Journal of Consumer Research 17 (March), 455-462.\r\nMaheswaran, D. & Mackie, D. M., & Chaiken, S. (1992), “Brand Name as a Heruistic Cue: The Effects of Task Importance & Expectancy Confirmation on Consumer Judgments,” Journal of Consumer Psychology 1(4), 317-336.\r\nMoney, R. Bruce & Gilly, Mary C. & John L. Graham (1998),“Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan,” Journal of Marketing (Oct), 76-87.\r\nPayne, Adrian & Christopher, Martin & Clark, Moria & Peck, Helen (1995), Relationship Marketing for Competitive Advantage, Butterworth Heinemann.\r\nPeterson, Robert A. & Balasubramanian, Sridhar & Bronnenberg, Bart J. (1997), “Exploring the Implications of the Internet for Consumer Marketing,” Journal of the Academy of Marketing Science (Fall), 329-346.\r\nPetty, Richard E. & Cacioppo, John T. (1984), “The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion,” Journal of Personality and Social Psychology 46, 69-81.\r\nReingen, Peter H. & Kernan, Jerome B. (1986), “ Analysis of Referral Networks in Marketing: Methods and Illustration,\" Journal of Marketing Research, 370-378.\r\nRheingold, Howard (1993), The Virtual Community: Homesteading on the Electronic Frontier, Addison-Wesley.\r\nRichins, Marsha L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing 47 (Winter), 68-78.\r\nWood, Wendy & Kallgren, Carl A. & Preisler, Rebecca Mueller (1985), “Access to Attitude-Relevant Information in Memory as a Determinant of Persuasion: The Role of Message Attributes,” Journal of Experimental Social Psychology 21,73-85.\r\nYale, Laura J. & Gilly, Mary C. (1995), “Dyadic Perceptions in Personal Source Information Search,” Journal of Business Research 32, 225-237.
描述 碩士
國立政治大學
國際經營與貿易學系
88351022
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001519
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 鄭佩玲zh_TW
dc.creator (作者) 鄭佩玲zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:24:34 (UTC+8)-
dc.date.available 18-Apr-2016 16:24:34 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:24:34 (UTC+8)-
dc.identifier (Other Identifiers) A2002001519en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=94963-
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) 88351022zh_TW
dc.description.abstract (摘要) 本研究主要探討口耳相傳效果在網際網路上之應用及對公司之影響。zh_TW
dc.description.tableofcontents 封面頁\r\n證明書\r\n致謝詞\r\n論文摘要\r\n目錄\r\n表目錄\r\n圖目錄\r\n第一章 緒論\r\n第一節 研究動機\r\n第二節 研究目的\r\n第三節 研究流程\r\n第二章 文獻回顧與理論背景\r\n第一節 品牌效果\r\n第二節 資訊搜尋\r\n第三節 口耳相傳行為\r\n第四節 研究架構\r\n第五節 研究假設\r\n第三章 研究設計\r\n第一節 實驗設計\r\n第二節 變數定義與衡量\r\n第三節 問卷設計與抽樣方法\r\n第四節 資料分析方法\r\n第四章 研究結果\r\n第一節 樣本結構\r\n第二節 受訪者之背景檢定\r\n第三節 消費者之整體態度分析\r\n第四節 假設檢定\r\n第五章 結論與建議\r\n第一節 研究結論\r\n第二節 研究建議\r\n第三節 研究限制\r\n第四節 後續研究建議\r\n參考文獻\r\n附錄\r\n附錄一 預試問卷\r\n附錄二 正式問卷 問卷部份\r\n附錄三 正式問卷 操弄部份zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001519en_US
dc.subject (關鍵詞) 口耳相傳效果zh_TW
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) 網際網路zh_TW
dc.title (題名) 口耳相傳效果對消費者態度形成之影響－以網路留言板為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文書目\r\n王文秀，陸洛，人際行為心理學，初版，台北；巨流圖書公司，民國八十四年。譯自Michael Artyle(1983), The Psychology of Interpersonal Behaviour, 4th ed, Penguin Group.\r\n王淑慧，產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響，成功大學企業管理研究所未出版之碩士論文，民國八十七年。\r\n吳文元，訊息典型性與處理動機對消費者評估過程之影響，台灣大學商學研究所未出版碩士論文，民國八十九年。\r\n李慧慧，消費者對無形服務資訊搜尋行為之研究-以婚紗攝影為例，政治大學企業管理研究所未出版碩士論文，民國八十七年。\r\n洪李竹，運用網際網路提升企業客戶價值-以個人電腦廠商為例，政治大學科技管理研究所未出版之碩士論文，民國八十八年。\r\n黃雅芬，口耳相傳效果對消費者行為的影響，政治大學國際貿易研究所未出版碩士論文，民國八十九年。\r\n趙居蓮，社會心理學，初版，台北；桂冠圖書服份有限公司，民國八十四年。譯自Ann L. Weber (1992), Social Psychology, HarperCollins Publishers, Inc.\r\n趙國仁，Internet 系統產品的產業競爭策略，中華民國科技管理研討會論文集，民國八十五年。\r\n鄭慶宗，網路企業品牌建構與管理之初探性研究- 以入門網站為例，輔仁大學管理研究所未出版碩士論文，民國八十九年。\r\n蘇芸，網路誹謗之研究-以電子佈告欄(BBS)為例，交通大學傳播研究所未出版碩士論文，民國八十五年。\r\n二、 英文書目\r\nBarabino, John (1998), Note on Marketing and World Wide Web, Harvard Business School.\r\nBone, Paul Fitzgerald (1995), “Word-of-Mouth Effects on Short-term and Long-term Product Judgments,” Journal of Business Research 32, 213-233.\r\nCobb, W. C. J. & Ruble, C. A., & Donthu, N. (1995), “Brand Equity, Brand Preference, & Purchase Intent,\" Journal of Advertising 24(3), 25-48.\r\nDodds, W. B. & Monroe, K. B. & Grewal, D. (1991), “Effects of Price, Brand, & Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research 28(3), 307-319.\r\nFeick, Lawrence F. & Price, Linda L. (1987), “ The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing (Jan), 83-97.\r\nFile, Karen Maru & Judd, Ben B. & Prince, Russ Alan (1992),“Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals,” Journal of Service Marketing (Fall), 5-14.\r\nFrenzen, Jonathan & Nakamoto, Kent (1993), “Structure, Cooperation, and the Flow of Marker Information,” Journal of Consumer Research (Dec), 360-375.\r\nHauser, John R. & Urban, Glen L. & Weinberg, Bruce D. (1993),“How Consumers Allocate Their Time When Searching for Information,” Journal of Marketing Research 30 (Nov), 452-466.\r\nHerr, Paul M. & Kardes, Frank R. & Kim, John (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,”Journal of Consumer Research 17 (March), 455-462.\r\nMaheswaran, D. & Mackie, D. M., & Chaiken, S. (1992), “Brand Name as a Heruistic Cue: The Effects of Task Importance & Expectancy Confirmation on Consumer Judgments,” Journal of Consumer Psychology 1(4), 317-336.\r\nMoney, R. Bruce & Gilly, Mary C. & John L. Graham (1998),“Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan,” Journal of Marketing (Oct), 76-87.\r\nPayne, Adrian & Christopher, Martin & Clark, Moria & Peck, Helen (1995), Relationship Marketing for Competitive Advantage, Butterworth Heinemann.\r\nPeterson, Robert A. & Balasubramanian, Sridhar & Bronnenberg, Bart J. (1997), “Exploring the Implications of the Internet for Consumer Marketing,” Journal of the Academy of Marketing Science (Fall), 329-346.\r\nPetty, Richard E. & Cacioppo, John T. (1984), “The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion,” Journal of Personality and Social Psychology 46, 69-81.\r\nReingen, Peter H. & Kernan, Jerome B. (1986), “ Analysis of Referral Networks in Marketing: Methods and Illustration,\" Journal of Marketing Research, 370-378.\r\nRheingold, Howard (1993), The Virtual Community: Homesteading on the Electronic Frontier, Addison-Wesley.\r\nRichins, Marsha L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing 47 (Winter), 68-78.\r\nWood, Wendy & Kallgren, Carl A. & Preisler, Rebecca Mueller (1985), “Access to Attitude-Relevant Information in Memory as a Determinant of Persuasion: The Role of Message Attributes,” Journal of Experimental Social Psychology 21,73-85.\r\nYale, Laura J. & Gilly, Mary C. (1995), “Dyadic Perceptions in Personal Source Information Search,” Journal of Business Research 32, 225-237.zh_TW