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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 翁崇雄(Chorng-Shyong Ong) | |
dc.contributor.author | Zi-Chan Wang | en |
dc.contributor.author | 王子嬋 | zh_TW |
dc.date.accessioned | 2021-06-17T03:09:15Z | - |
dc.date.available | 2018-08-01 | |
dc.date.copyright | 2018-08-01 | |
dc.date.issued | 2018 | |
dc.date.submitted | 2018-07-23 | |
dc.identifier.citation | 參考文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/69107 | - |
dc.description.abstract | 本研究旨在探究網購平台消費者好評行為的動機、好評行為及其影響。
透過對以往文獻的回顧,本研究提出了由動機到行為、行為到影響的研究架構。研究內容包括好評行為的動機探究、好評行為本身的概念整理,以及好評行為的影響為何的探究。好評行為動機方面,從文獻回顧中提出了三個值得關注的動機,即減少煩擾、經濟激勵、避免衝突三個動機。再將好評行為重新建構為兩個維度的概念,即非真實好評與真實好評。好評行為影響方面,從文獻回顧中總結了三個因素,即評論可信度、對賣家的信任與對平台之回購意圖。 實證研究階段,本研究回收了190份有效問卷,採用結構方程模型的方法驗證了一系列假說,結果表明,經濟激勵對真實好評有顯著的積極影響;避免衝突對非真實好評有顯著的積極影響;真實好評對評論可信度、對賣家之信任都有顯著的積極影響;評論可信度對賣家之信任有顯著的積極影響;賣家之信任對平台回購意圖有顯著的積極影響。 實證研究同時確認了本研究架構在網購平台的消費者評論情形中,是適宜和可行的。最終提出本研究之學術和管理實務的相關貢獻與建議。 | zh_TW |
dc.description.abstract | This study aims to explore the motivation, behaviors, and influences of consumer praise feedback on online shopping platforms.
Study proposes a research model of three parts, which are praise feedback motivation, 2-dimentions praise feedback behavior, and praise feedback influences. In terms of praise feedback motivation, three kinds of motivations have been proposed from the literature review, including Incentive for Reducing Nuisance Costs, Economic Incentive, and Avoiding Conflict. Then reconstruct the praise behavior into 2- dimensions of the concept, that is, Fake Praise and Real Praise. In terms of influences of praise feedback, three factors have been summarized from the literature review, namely the Credibility of Reviews, the Trust to the Sellers, and the Repurchase Intention to the Platform. At the stage of empirical research, 190 valid questionnaires were collected and a series of hypotheses were verified by using the SEM method. The result shows that Economic Incentive have a significant positive influence on Real Praise; Avoiding Conflict has a significant positive influence on Fake Praise. Real praise has a significant positive influence on the Credibility of Reviews and the Trust to the Sellers; the Credibility of Reviews has a significant positive influence on the Trust to the Sellers; the Trust to the Sellers has a significant positive influence on the Repurchase Intention to the Platform. The empirical research also confirmed that this research model is appropriate and feasible in the context of consumer reviews on the online shopping platform. Finally, the relevant contributions and suggestions of the academic and management practices of this study are proposed. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T03:09:15Z (GMT). No. of bitstreams: 1 ntu-107-R05725052-1.pdf: 1391330 bytes, checksum: f615ed304da596df00b4396b4118aedd (MD5) Previous issue date: 2018 | en |
dc.description.tableofcontents | 目錄
誌謝 i 中文摘要 ii ABSTRACT iii 圖目錄 viii 表目錄 ix 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第二章 文獻探討 5 第一節 網購平台的聲譽機制與積極評價偏差 5 第二節 消費者好評行為之概念與維度 7 第三節 消費者好評行為之動機 9 第四節 消費者好評行為之影響 11 第三章 研究方法 13 第一節 研究架構 13 1. 重構好評行為的概念維度 13 2 研究架構 14 第二節 研究假說 16 1. 減少煩擾相關假說 16 2. 經濟激勵相關假說 16 3. 避免衝突相關假說 16 4. 評論可信度相關假說 16 5. 對賣家的信任相關假說 17 6. 平台回購意圖相關假說 17 第三節 問項定義與測量 19 1. 減少煩擾的動機 19 2. 經濟激勵的動機 20 3. 避免衝突的動機 20 4. 非真實好評 20 5. 真實好評 21 6. 評論可信度的影響 21 7. 對賣家的信任之影響 22 8. 平台回購意圖之影響 22 第四節 研究抽樣與資料收集 23 第五節 資料研究方法 24 第四章 資料分析與研究結果 25 第一節 問卷回收及樣本結構分析 25 1. 人口變項描述統計 25 2. 預備問題描述統計 26 第二節 問卷項目分析 29 1. 信度分析 29 2. 驗證性因素分析 30 3. 項目分析結果討論 32 第三節 測量模型檢驗 33 1. 信度分析 33 2. 效度分析 33 第四節 結構模型檢驗 37 1. 結構模型適配檢驗 37 2. 研究假說檢定 38 3. 敘述統計分析 42 第五章 結論與建議 45 第一節 研究結論 45 第二節 學術貢獻 47 第三節 管理實務意涵 48 1. 好評行為前因之意涵 48 2. 好評行為影響之意涵 48 第四節 研究限制與未來方向 50 參考文獻 51 附錄一:問卷 58 | |
dc.language.iso | zh-TW | |
dc.title | 網購平台消費者好評行為之研究 | zh_TW |
dc.title | Research on Consumer Praise Review on Online Shopping Platform | en |
dc.type | Thesis | |
dc.date.schoolyear | 106-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 盧信銘,林育慶 | |
dc.subject.keyword | 電子商務,網購平台,聲譽機制,消費者評論,好評行為,好評行為動機,好評行為影響, | zh_TW |
dc.subject.keyword | E-commerce,Online shopping platform,Consumer review,Reputation mechanism,Praise feedback,Motivation of praise feedback,Influence of praise feedback, | en |
dc.relation.page | 62 | |
dc.identifier.doi | 10.6342/NTU201801040 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2018-07-23 | |
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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