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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81791完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 吳玲玲(Ling-Ling Wu) | |
| dc.contributor.author | Chih-Yen Yee | en |
| dc.contributor.author | 余知諺 | zh_TW |
| dc.date.accessioned | 2022-11-25T03:03:42Z | - |
| dc.date.available | 2024-12-31 | |
| dc.date.copyright | 2021-11-11 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-08-24 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81791 | - |
| dc.description.abstract | 過去文獻在推敲消費者對網路口碑情緒的知覺助益程度上長期有著不一致的結論。口碑正負性中，正面口碑的知覺助益程度較負面口碑的強烈，即為正面效應(positivity effect)，反之即為負面效應(negativity effect)。而在口碑片面性中，比起單面口碑(僅有正面或負面評價)，雙面口碑(同時含正負兩面評價)的知覺助益程度較強烈，即為片面性效應(sidedness effect)，與之相對的，也有學者主張單面口碑的知覺助益程度更好。對此，本研究從消費者是否能從評論中獲取產品品質資訊的角度出發，期望藉由與產品品質相關的兩特徵:產品類型（即搜尋性商品與經驗性商品）和品牌聲望(即高與低)作為調節變數來為文獻上長期的爭論提供一些新的啟發。我們認為搜尋性商品的產品資訊較客觀且較能被驗證的特性將使得口碑正負性的效應和片面性效應較經驗性商品來得強烈。而在品牌聲望方面，我們以確認偏誤(confirmation bias)為推理基礎，由於正面評論與大眾對高品牌聲望的產品品質先前態度一致，其知覺助益程度可獲得提升，進而產生正面效應，而低品牌聲望的產品則因大眾對其品質為較不確定的先前態度，加強了負面口碑的知覺助益程度，促使負面效應的產生。此外，高品牌聲望的產品相較低品牌聲望也較大眾所熟知，在產品資訊較能被驗證的情況下，也會促使片面性效應在高品牌聲望時來得更明顯。我們透過分析於知名電商平台亞馬遜網站上的評論並引用BERT對評論內容進行情緒分析以作為評論情緒的表示，實證結果不僅支持了本研究大多數的假設，也進一步表明當產品資訊較容易被驗證時，評論的知覺助益程度能獲得提升。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-25T03:03:42Z (GMT). No. of bitstreams: 1 U0001-1708202113531300.pdf: 2601290 bytes, checksum: 58d0d6f5d8bbc5979ba15bc3b335dabe (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 口試委員會審定書 i 致謝 ii 中文摘要 iii Abstract iv Table of Contents v List of Figures vii List of Tables viii Chapter 1 Introduction 1 Chapter 2 Literature Review 6 2.1 The Effect of Valence on Perceived Helpfulness 6 2.2 The Effect of Sidedness on Perceived Helpfulness 7 2.3 The Moderating Effect of Product Type 8 2.4 The Moderating Effect of Brand Reputation 11 2.5 Research Model 14 Chapter 3 Research Methodology 15 3.1 Data Collection 15 3.2 Measures 18 3.2.1 Variables 18 3.2.2 Analysis Method 22 Chapter 4 Empirical Results 25 4.1 The Descriptive Statistics 25 4.2 Test of Hypotheses 27 Chapter 5 Conclusion and Discussion 36 5.1 Conclusion and Implications 36 5.2 Limitations and Future research 38 Reference 41 | |
| dc.language.iso | en | |
| dc.subject | 口碑正負性 | zh_TW |
| dc.subject | 品牌聲望 | zh_TW |
| dc.subject | 確認偏誤 | zh_TW |
| dc.subject | 經驗性商品 | zh_TW |
| dc.subject | 搜尋性商品 | zh_TW |
| dc.subject | 口碑片面性 | zh_TW |
| dc.subject | 網路口碑的知覺助益程度 | zh_TW |
| dc.subject | review valence | en |
| dc.subject | perceived helpfulness of e-WOM | en |
| dc.subject | confirmation bias | en |
| dc.subject | brand reputation | en |
| dc.subject | experience goods | en |
| dc.subject | search goods | en |
| dc.subject | review sidedness | en |
| dc.title | 線上口碑之正負性與片面性對知覺助益程度的影響 | zh_TW |
| dc.title | Exploring the effect of e-WOM valence and sidedness on perceived helpfulness through textual sentiment mining | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 陳建錦(Chien-Chin Chen) | |
| dc.contributor.oralexamcommittee | 謝俊霖(Hsin-Tsai Liu),(Chih-Yang Tseng) | |
| dc.subject.keyword | 網路口碑的知覺助益程度,口碑正負性,口碑片面性,搜尋性商品,經驗性商品,確認偏誤,品牌聲望, | zh_TW |
| dc.subject.keyword | perceived helpfulness of e-WOM,review valence,review sidedness,search goods,experience goods,brand reputation,confirmation bias, | en |
| dc.relation.page | 45 | |
| dc.identifier.doi | 10.6342/NTU202102428 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-08-25 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| dc.date.embargo-lift | 2024-12-31 | - |
| 顯示於系所單位： | 資訊管理學系 | |
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|---|---|---|---|
| U0001-1708202113531300.pdf | 2.54 MB | Adobe PDF | 檢視/開啟 |
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