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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Huang Heng-Chiang) | |
| dc.contributor.author | Huang Lin-Yi | en |
| dc.contributor.author | 黃聆怡 | zh_TW |
| dc.date.accessioned | 2021-06-13T15:42:59Z | - |
| dc.date.available | 2008-07-10 | |
| dc.date.copyright | 2008-07-10 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-07-04 | |
| dc.identifier.citation | 中文項目
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37771 | - |
| dc.description.abstract | 近年來由於社會風氣的形成與網路購物信任機制的成熟，參與網路購物的人口已逐漸增多，根據調查指出，有八成的台灣網友在購物前會先上網瀏覽商品口碑分享，並且受到口碑內容影響而改變其購買行為。此外，由於Web2.0技術的發展，時下各個網路分享平台已成為網友們意見交流最熱門的處所，而靠平台傳播的電子口碑，其影響更是無遠弗屆。
因應網路購物行為而生的現象，除電子口碑資訊開始大量流通外，另有一項特殊的購物方式，即「網路合購」活動的興起，其為由一群具有相同購買目標的網友發文號召其他人加入，並透過群體的力量達到購物網站或賣家所設定的折扣條件之行為。 本研究主要希望能夠透過實證了解，影響電子口碑效果的因素有哪些，而又是哪些因子會干擾消費者對於網路合購的態度，以及電子口碑效果是否會與網路合購活動之間，存在相互影響的關係。 根據最後的資料分析結果顯示，信息來源可信度、口碑的評論分配型態、評論所傳達的正負面口碑訊息，以及文字表達是否泛情緒化的程度較低，皆會正向顯著影響電子口碑效果，而主購信任度和合購所可以獲得的利益多寡，也會正向影響消費者對於網路合購的態度。此外，電子口碑效果與網路合購態度間，存在互相正向影響的關係，而消費者對於網路合購的態度，也會正向影響其購買意向。 依據實證所顯示的結果，本研究於結尾部分提供了針對網路賣家所做的實務建議，以期提高行銷效果與增加利潤。 | zh_TW |
| dc.description.abstract | For the past few years, online shopping and online group-buying action have been an important issue in consumer behavior of electronic commerce. Generally, it was considered that most online consumers would look over electronic word-of-mouth before online shopping in Taiwan. Besides this, consumer behavior was deeply affected by electronic word-of-mouth and online group-buying action. Therefore, this article is focus on the interaction of electronic word-of-mouth effect and online group-buying behavior.
A questionnaire survey was conducted on 314 consumers with online shopping and group-buying experiences through the internet. After the analysis with LISREL method, we found that: (1) the source credibility, distribution of the comments, the negative or positive opinion of comments and the emotional level of comments have positive interaction with the electronic word-of-mouth effect. (2) the reliability with group-buying chief and the benefit from group-buying have positive interaction with consumers’ online group-buying attitude. (3) the electronic word-of-mouth effect and online group-buying attitude have positive interaction. (4) the electronic word-of-mouth effect will positive effect the consumer buying intention. By the results of this thesis, the author provides some management implications and a few futures research directions. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T15:42:59Z (GMT). No. of bitstreams: 1 ntu-97-R95724040-1.pdf: 1452369 bytes, checksum: 9f1a945dd8f435d615c31f3ad90c44b6 (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | 口試委員審定書 I
謝辭 II 中文摘要 III Abstract IV 目錄 V 圖目錄 VII 表目錄 VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 5 第一節 電子口碑 5 第二節 信息來源可信度 11 第三節 正負面口碑 12 第四節 網路合購模式 14 第五節 主購信任度 21 第六節 合購團體態度 23 第七節 合購知覺風險 27 第三章 研究方法 29 第一節 研究架構 29 第二節 假說推論 31 第三節 研究變數與問卷設計 37 第四節 研究對象與資料分析方法 46 第四章 資料分析與研究結果 48 第一節 樣本特性分析 49 第二節 衡量模式分析 52 第三節 模型契合度分析 62 第四節 結構方程模式分析 64 第五節 假說檢定結果探討 68 第五章 結論與建議 76 第一節 研究結論 76 第二節 實務應用 79 第三節 研究限制 81 第四節 後續研究建議 82 參考文獻 83 中文項目 83 英文項目 85 附錄一 研究問卷 94 | |
| dc.language.iso | zh-TW | |
| dc.subject | 虛擬社群 | zh_TW |
| dc.subject | 主購 | zh_TW |
| dc.subject | 信任 | zh_TW |
| dc.subject | 知覺風險 | zh_TW |
| dc.subject | 團購 | zh_TW |
| dc.subject | 網路合購 | zh_TW |
| dc.subject | 電子口碑 | zh_TW |
| dc.subject | 網路口碑 | zh_TW |
| dc.subject | online word-of-mouth | en |
| dc.subject | co-buying | en |
| dc.subject | online group-buying | en |
| dc.subject | electronic word-of-mouth | en |
| dc.subject | virtual community | en |
| dc.subject | trust | en |
| dc.subject | perceived risk | en |
| dc.title | 電子口碑效果與網路合購行為之研究 | zh_TW |
| dc.title | The Study of Electronic Word-of-mouth Effect and Online Group-buying Behavior | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹,蔡顯童 | |
| dc.subject.keyword | 電子口碑,網路口碑,網路合購,團購,知覺風險,信任,主購,虛擬社群, | zh_TW |
| dc.subject.keyword | electronic word-of-mouth,online word-of-mouth,online group-buying,co-buying,perceived risk,trust,virtual community, | en |
| dc.relation.page | 98 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2008-07-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-97-1.pdf 未授權公開取用 | 1.42 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。