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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Hua-Yi Chen | en |
| dc.contributor.author | 陳華逸 | zh_TW |
| dc.date.accessioned | 2021-05-19T17:46:37Z | - |
| dc.date.available | 2028-07-12 | |
| dc.date.available | 2021-05-19T17:46:37Z | - |
| dc.date.copyright | 2018-09-07 | |
| dc.date.issued | 2018 | |
| dc.date.submitted | 2018-07-12 | |
| dc.identifier.citation | 一、 中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7566 | - |
| dc.description.abstract | 隨著網際網路的科技發展下，消費者購買產品所參考的資訊愈來愈多元，消費者參考網上評論來做購買決策的情況也愈來愈多，因此本研究針對評論者的個人特質來探討消費者的情感型信任、認知型信任以及購買意願。
本研究採實驗設計法，透過2 (來源國效應：美國vs.泰國) x 2(大頭照線索：有照片vs.無照片) x 2(評論數量：多vs.少)三因子設計，製造八個實驗模擬情境來檢驗消費者的情感型信任、認知型信任以及購買意願。 本研究證實評論者國籍為高經濟發展國家者會相較於低經濟發展國家者會造成消費者較高的情感型信任以及購買意願；有照片的情境也相較無照片的情境會造成消費者較高的情感型信任以及購買意願；評論數量多的情境也相較評論數量少會造成消費者較高的認知型信任以及購買意願；也證實來源國效應及購買意願的中介變數：代言人效果。 關鍵字：線上評論、評論者特質、電子口碑、情感型信任、認知型信任、購買意圖 | zh_TW |
| dc.description.abstract | With the development in the technology of the Internet, the information that customers used to refer to buying products became more diversified. The situation that customer watching online reviews has been increased. Therefore, this research is to investigate how reviewer profile characteristics effect on customers’ purchasing intention and affective trust and cognitive trust.
This research uses experiment designed, we manipulate three independent variables to explore their effect on customers’ purchasing intention and trust, we conduct an experiment which is a 2(Country of Origin: American vs. Thailand) x 2(Profile image: With image vs. Without image) x 2(The amount of review: More review vs. Less review) factorial design. With the eight conditions, the participants’ intention and behavior are assessed. The result indicated that the American condition will cause a higher purchasing intention and higher affective trust, the condition with image will cause a higher purchasing intention and higher affective trust, the condition with more review will cause a higher purchasing intention and higher cognitive trust. Also, there is a mediator between purchasing intention and country of origin. Keywords: Online review, Reviewer profile, E-Word of Mouth, Affective Trust, Cognitive Trust, Purchasing intention | en |
| dc.description.provenance | Made available in DSpace on 2021-05-19T17:46:37Z (GMT). No. of bitstreams: 1 ntu-107-R05724045-1.pdf: 26445785 bytes, checksum: 9881ee3834e4dce256511af842da7bf1 (MD5) Previous issue date: 2018 | en |
| dc.description.tableofcontents | 目 錄
口試委員會審定書 錯誤! 未定義書籤。 摘要 ii Abstract iii 誌謝 iv 目 錄 v 表目錄 vii 圖目錄 viii 第一章、緒論 1 第一節 研究背景及動機 1 第二節 研究目的 3 第二章、文獻探討 4 第一節 捷思-系統模式(Heuristic and Systematic Model, HSM) 4 第二節 來源國效應(Country of Origin) 5 第三節 代言人來源可信度 6 第四節 社會臨場感理論(Social Presence Theory) 7 第五節 信任概念 8 第六節 購買意圖 9 第三章、研究方法 11 第一節 研究架構 11 第二節 研究假說 12 第三節 前測 13 第四節 研究變數以及衡量 17 第五節 實驗設計 22 第六節 資料分析 24 第四章、研究結果 25 第一節 敘述性統計 25 第二節 問卷信度測量 26 第三節 三因子變異數結果分析 27 第四節 中介效果分析 38 第五章、結論與建議 40 第一節 研究結論 40 第二節 管理意涵 40 第三節 研究限制及未來研究的建議 41 參考文獻 43 附錄 51 表目錄 表3- 1社會臨場感衡量題項 18 表3- 2社會臨場感衡量題項-續 19 表3- 3代言人效果衡量題項 19 表3- 4認知型信任衡量題項 20 表3- 5情感型信任衡量題項 21 表3- 6購買意願的衡量題項 21 表4- 1樣本之敘述性統計整理 25 表4- 2研究構面之信度整理 26 表4- 3來源國效應、照片有無、評論數量在情感型信任之ANOVA 28 表4- 4「來源國效應＊照片有無」在情感型信任之單純主效果分析 29 表4- 5來源國效應、照片有無、評論數量在情感型信任之「單純交互作用」 29 表4- 6來源國效應、照片有無、評論數量在情感型信任之「單純單純主效果」 29 表4- 7來源國效應、照片有無、評論數量在認知型信任之ANOVA 32 表4- 8「照片有無＊評論數量」在認知型信任之單純主效果分析 32 表4- 9來源國效應、照片有無、評論數量在認知型信任之「單純交互作用」 33 表4- 10來源國效應、照片有無、評論數量在認知型信任之「單純單純主效果」 33 表4- 11來源國效應、照片有無、評論數量在購買意願之ANOVA 35 表4- 12「來源國效應＊評論數量」在購買意願之單純主效果分析 36 表4- 13來源國效應、照片有無、評論數量在購買意願之「單純交互作用」 36 表4- 14來源國效應、照片有無、評論數量在購買意願之「單純單純主效果」 37 表4- 15來源國效應、照片有無、評論數量在情感型信任之ANOVA 38 圖目錄 圖3- 2研究架構 11 圖3- 3範例圖片1 14 圖3- 4範例圖片2 15 圖3- 5範例圖片3 15 圖3- 6範例圖片4 15 圖3- 7範例圖片5 16 圖3- 8範例圖片6 16 圖3- 9範例圖片7 17 圖3- 10馬爾地夫旅館介紹照片 23 圖3- 11馬爾地夫旅館介紹照片 23 圖4- 1雙因子交互作用：來源國效應*照片有無對情感型信任的影響 30 圖4- 2雙因子交互作用：評論數量*照片有無對認知型信任的影響 34 圖4- 3雙因子交互作用：評論數量*來源國效應有無對購買意願的影響 38 | |
| dc.language.iso | zh-TW | |
| dc.title | 評論者特質以及評論數量如何影響消費者購買意願以及信任 | zh_TW |
| dc.title | How Reviewer Profiles and Review Volume in Product Ratings Affect Viewers’ Purchasing Intention and Trust | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 106-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 江季芸(Chiang,Chi-Yun),張嘉雯(JHANG,JIA-WUN) | |
| dc.subject.keyword | 線上評論,評論者特質,電子口碑,情感型信任,認知型信任,購買意圖, | zh_TW |
| dc.subject.keyword | Online review,Reviewer profile,E-Word of Mouth,Affective Trust,Cognitive Trust,Purchasing intention, | en |
| dc.relation.page | 57 | |
| dc.identifier.doi | 10.6342/NTU201801476 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2018-07-12 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2028-07-12 | - |
| 顯示於系所單位： | 國際企業學系 | |
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