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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 簡怡雯(Yi-Wen Chien) | |
dc.contributor.author | Shian- Ko Liu | en |
dc.contributor.author | 劉先格 | zh_TW |
dc.date.accessioned | 2021-06-16T06:45:16Z | - |
dc.date.available | 2020-08-04 | |
dc.date.copyright | 2020-08-04 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-07-21 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/57417 | - |
dc.description.abstract | 電子口碑的不同資訊線索在特定情境下會有不同的效果。此篇論文預測不同的產品類別消費情境(搜尋品 vs 體驗品),多少數人線索及評論論點品質對產品態度有不同的效果。鑒於產品的特性,我們預測體驗品會較依賴多少數人資訊線索;搜尋品則較依賴評論論點品質。本研究以兩個實驗驗證這些假設並且提供方向給行銷經理人如何依憑不同的產品類別設計有效的行銷策略。 | zh_TW |
dc.description.abstract | eWOM information cues may have different power under specific conditions. This study posits that for different products (search goods vs. experience goods), majority/minority source status and review quality may have different impacts on product attitude. Based on the nature of the product categories, we predict that experience goods mainly rely on majority source status whereas search goods rely more on argument quality. Two studies were conducted to test the hypothesis and our research provides implications to marketers for developing more effective promotion strategies based on the product type. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T06:45:16Z (GMT). No. of bitstreams: 1 U0001-2107202013071700.pdf: 4059658 bytes, checksum: 8fbf7e99928be688b32235aa45adee18 (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 口試委員審定書 i 誌謝 ii 中文摘要 iii Abstract iv Chapter 1. Introduction 1 Chapter 2. Literature Review 5 2.1. Electronic Word of Mouth (eWOM) 5 2.2. Two Dimensions of eWOM 6 2.2.1. Valence 7 2.2.2. Activity 8 2.3. Combined Two Dimensions of eWOM: Majority/Minority Source Status 10 2.4. Type of Product 14 Chapter 3. Conceptual Model 16 Chapter 4. Experiment 1 21 4.1. Subject and Design 21 4.2. Procedure 21 4.3. Independent Variables Manipulation 22 4.4. Dependent and Control Variable Measures 24 4.5. Manipulation Check 24 4.6. Results Analysis 26 4.6.1. Reliability 26 4.6.2. Manipulation Check 28 4.6.3. Hypothesis Testing – Product Attitude 29 4.7. Discussion 34 Chapter 5. Experiment 2 35 5.1. Subject and Design 35 5.2. Procedure 35 5.3. Independent Variables Manipulation 36 5.4. Dependent and Control Variable Measures 38 5.5. Manipulation Check 38 5.6. Results Analysis 40 5.6.1. Reliability 40 5.6.2. Manipulation Check 42 5.6.3. Hypothesis Testing – Product Attitude 44 5.7. Discussion 48 Chapter 6. General Discussion 49 6.1. Research Conclusion 49 6.2. Theoretical Contributions and Managerial Implications 50 6.3. Limitation and Future Research 51 REFERENCES 54 APPENDIX 63 Appendix A: Pretest of Product Type of Study 1 63 Appendix B: Pretest of Review Quality of Study 1 67 Appendix C: Study 1 Main Study Questionnaire 77 Appendix D: Pretest of Product Type of Study 2 94 Appendix E: Pretest of Review Quality of Study 2 101 Appendix F: Study 2 Main Study Questionnaire 113 | |
dc.language.iso | en | |
dc.title | 線上消費者回饋平台中多數少數來源與論點品質效果:產品類別(SEC分類)的調節作用 | zh_TW |
dc.title | The Effects of Majority/Minority Source Status and Argument Quality of Online Reviews in Platform Context on Product Perceptions: The Moderating Role of Product Type (SEC Classification) | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華(Nai-Hwa Lien),蕭中強(Chung-Chiang Hsiao),陳建維(Chien-Wei Chen) | |
dc.subject.keyword | 電子口碑,使用者自產內容,線上評論平台,多少數人,評論論點品質,SEC產品類別(搜尋品/體驗品/信任品), | zh_TW |
dc.subject.keyword | eWOM,user-generated contents,online review platform,majority/minority source status,review quality,SEC product type, | en |
dc.relation.page | 130 | |
dc.identifier.doi | 10.6342/NTU202001686 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-07-22 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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