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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 翁崇雄 | |
| dc.contributor.author | Ming-Chien Kuo | en |
| dc.contributor.author | 郭名茜 | zh_TW |
| dc.date.accessioned | 2021-06-08T03:51:37Z | - |
| dc.date.copyright | 2018-09-03 | |
| dc.date.issued | 2018 | |
| dc.date.submitted | 2018-08-21 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21889 | - |
| dc.description.abstract | 本研究旨在發展並證實消費者搜集網路口碑，並透過顧客感知價值對購買意圖的影響，並且比較平價商品與奢侈商品類型的異同之處。我們將網路口碑分為正面口碑與負面口碑、顧客價值細分為功利價值與享樂價值，提出包含正/負面口碑、功利/享樂價值及購買意圖等五個變數之模型，並進行實證研究。
實證研究中，本研究回收424份有效問卷，配合信效度檢驗及 PLS-SEM 得出模型結果，歸結之發現如下: (1) 在平價商品組中，對購買意圖影響較強烈的商品的享樂屬性，本研究對此現象之解釋為：消費者在挑選平價商品時，由於所面對的商品價格均在相較低廉的的水準，相對地，各商品帶來的享樂價值便會是差異化的重點；(2) 相反的，在奢侈商品組中，功利屬性對購買意圖之影響較享樂屬性高。本研究也將顧客區分為無忠誠度顧客、忠誠顧客兩類進行解釋。(3) 口碑方面，發現在面臨奢侈商品購買的決策時，網路評論會造成相當程度的作用。其中正面網路口碑的作用又較負面口碑的作用大。最後,根 據研究結果提出學術及實務之相關建議。 | zh_TW |
| dc.description.abstract | This research aims to discover and examine the impacts of eWOM valence on purchase intention via customer value, and the differences between different product type (i.e. cheap product and luxury product) are analyzed . EWOM valence refers to positive eWOM and negative eWOM. Customer value includes utilitarian value and hedonic value. With these five constructs, we proposed a research model along with an empirical study.
In the empirical study, 424 valid questionnaires were collected. The findings were summarized as follows: (1) In the group of cheap goods, the hedonic value has a more significant effect on purchase intention. The interpretation of this phenomenon we give is that when consumers choose cheaper goods, because the prices are all at relatively low and same levels, the hedonic value brought by each product will be the focus of differentiation. (2) In contrast, in the context of luxury goods, the utilitarian attribute has a higher influence on the purchase intention than the hedonic attribute. This is explained by customer type (loyal customers and loyal customers) respectively. (3) As to Ewom, studies found that online reviews play a significant role in the decision-making process for luxury goods. Moreover, PWOM plays a greater role than NWOM. Finally, based on the results, we provide academic and practical implications and suggestions. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T03:51:37Z (GMT). No. of bitstreams: 1 ntu-107-R05725047-1.pdf: 1052137 bytes, checksum: 5f4ce77c2c48a3a974c5133594da9325 (MD5) Previous issue date: 2018 | en |
| dc.description.tableofcontents | 誌謝 ii
論文摘要 iii ABSTRACT iv 目錄 v 圖目錄 vii 表目錄 viii 第一章 緒論 1 第一節 研究背景與研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 網路口碑 4 第二節 功利價值與享樂價值 7 第三節 購買意圖 9 第三章 研究方法 11 第一節 研究架構與假設 11 第二節 變項定義與衡量 13 3.2.1 網路口碑 13 一、正面網路口碑 13 二、負面網路口碑 14 3.2.2 顧客價值 15 一、功利價值 15 二、享樂價值 16 3.2.3 購買意圖 16 第三節 研究抽樣與資料搜集 16 第四節 資料研究方法 17 第四章 資料分析與研究結果 18 第一節 問卷回收及樣本結構分析 18 第二節 信效度分析 19 4.2.1 信度衡量 20 4.2.2 效度衡量 20 一、內容效度 21 二、建構效度 21 第三節 結構模式分析 26 4.3.1 模型配適度分析 26 4.3.2 研究假設檢定 26 第四節 敘述統計量分析 30 4.4.1 平價商品組 33 4.4.2 奢侈商品組 37 第五章 結論與建議 42 第一節 研究結論 42 第二節 學術及實務上之意涵 44 第三節 研究限制與未來方向 45 參考資料 46 附錄一：問卷 52 | |
| dc.language.iso | zh-TW | |
| dc.title | 網路口碑正負性與顧客價值對購買意圖之影響 | zh_TW |
| dc.title | The Effect of eWOM Valence & Customer Value on Purchase Intention | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 106-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 練乃華,孔令傑 | |
| dc.subject.keyword | 網路口碑,正面口碑,負面口碑,功利價值,享樂價值,購買意圖,平價商品,奢侈商品, | zh_TW |
| dc.subject.keyword | eWOM,PWOM,NWOM,Hedonism,Utilitarianism,Purchase Intention,Cheap Goods,Luxury Goods, | en |
| dc.relation.page | 56 | |
| dc.identifier.doi | 10.6342/NTU201801043 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2018-08-21 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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