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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | Yi-Hsuan Kuo | en |
| dc.contributor.author | 郭怡萱 | zh_TW |
| dc.date.accessioned | 2021-05-20T20:00:56Z | - |
| dc.date.available | 2020-12-31 | |
| dc.date.available | 2021-05-20T20:00:56Z | - |
| dc.date.copyright | 2010-02-11 | |
| dc.date.issued | 2010 | |
| dc.date.submitted | 2010-01-22 | |
| dc.identifier.citation | 中文項目
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(2005). “How e-communities extend the concept of exchange in marketing: An application of the motivation opportunity, ability (MOA) theory.”, Marketing Theory, Vol.5(1), p7-31 51. Westbrook, R. A. (1987). “Product/Consumption-Based Affective Responses and Postpurchase Processes.”, Journal of Marketing Research, Vol.24(3), p258-270 52. Wilkie, W. L. (1994). “Consumer Behavior”, 3rd ed, New York: John Wiley and Sons Inc. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8768 | - |
| dc.description.abstract | 根據尼爾森「全球消費者線上調查」發現，儘管廣告媒體及來源不斷地擴張延展，全球消費者最信任的廣告形式還是「其他消費者的口碑」。與傳統口碑相似，研究指出電子口碑可能比產品行銷人員在網站上所創造的資訊擁有更高的可信度、更貼近消費者，並與消費者更加的相關。電子口碑溝通被消費者認為是值得信賴的資訊來源，電子口碑也能夠增強消費者忠誠度。由文獻得知，口碑傳播已被證實可影響任何購買決策，過去的學者指出，口碑傳播對於服務業的影響更為明顯，且口碑推薦行為在服務產業中已被證實會對消費者的購買決策產生顯著的影響，其中這些口碑的內容隱含的特性值得去探討。因此本研究選定服務產業中的餐飲業作為例子，利用閱讀推薦餐廳的網站讀者為研究對象，透過觀察與實證，了解在電子口碑的內容中，有哪些特性會影響口碑效果，而在接收者本身的特性方面，是否也會干擾此效果，另一方面，再進一步探討電子口碑效果對消費者購買意向以及轉寄意願的影響。
本研究以台大批踢踢實業坊中與美食相關的看板讀者做為發放問卷對象，回收有效問卷共395份。實證結果發現影響電子口碑效果的「訊息內容」因素為：內容資訊性、評價分配型態、口碑方向與情緒化程度與資訊豐富度，另外在接收者本身特性當中，從眾傾向會對電子口碑效果產生正向影響，在專業程度方面，則與假設預測之方向相反，也是會對電子口碑會有正向的影響，而電子口碑效果對購買意向以及口碑轉寄意願皆有正向的影響效果。 | zh_TW |
| dc.description.abstract | According to AC Nelson’s report, though advertising media and sources are expanding rapidly, “the word-of-mouth (WOM) of other consumers “is still the most trustworthy information for consumers. Similar to traditional WOM, research points out that the electronic word-of-mouth (eWOM) may have higher credibility and more relevant to consumers than the information which marketers create on their own websites. The eWOM is not only a credible information source, but also facilitate to strengthen consumer's loyalty. Scholars have pointed out earlier the ineligible WOM effects on the service industry. Thus, this research is conducted based on the catering industry, and choose web surfers who employ online dining guide as a reference as the sample, aiming at clarifying the characteristics of information which give rise to the eWOM effect, and to determine whether the characteristics of the surfers interfere with this result, and whether the eWOM affect consumer’s purchase intention and their willingness to forward the information.
After the analysis with LISREL method, we found that: (1) the content informativeness, distribution of comments, the negative or positive opinion of comments, the emotional level of comments and the style of comments have positive interaction with WOM effects. (2) the message receiver’s conformity has positive interaction with WOM effects, and the message receiver’s profession has negative interaction with WOM effects. (3) the eWOM effect will positively affect the consumer’s buying intention and their willingness to forward the information. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-20T20:00:56Z (GMT). No. of bitstreams: 1 ntu-99-R96724057-1.pdf: 1257995 bytes, checksum: a558f00d577a03e2ba899442cdce7c06 (MD5) Previous issue date: 2010 | en |
| dc.description.tableofcontents | 中文摘要 I
英文摘要 II 目錄 III 圖目錄 V 表目錄 VI 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 正負面口碑及來源可信度 13 第三節 從眾行為 18 第四節 訊息接收者專業度 20 第五節 口碑傳播動機與轉寄行為 22 第三章 研究模型 25 第一節 研究架構 25 第二節 研究假說 26 第三節 研究變數與問卷設計 32 第四節 研究對象與統計分析方法 39 第四章 資料分析與研究結果 40 第一節 樣本結構分析 40 第二節 衡量模式分析 42 第三節 模型適配度分析 50 第四節 結構方程模式分析 52 第五節 假說檢定結果探討 57 第一節 研究發現與結論 63 第二節 行銷意涵 67 第三節 研究限制 69 第四節 未來研究方向 70 參考文獻 71 附錄 研究問卷 79 | |
| dc.language.iso | zh-TW | |
| dc.title | 電子口碑特性對消費行為之影響─以餐飲業口碑網站為例 | zh_TW |
| dc.title | Effect of the characteristics of eWOM on Consumer’s Buying Behavior: An Online Dining Guide Analysis | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 98-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹,張嘉雯 | |
| dc.subject.keyword | 電子口碑效果,正負面口碑,從眾行為,虛擬社群,轉信行為, | zh_TW |
| dc.subject.keyword | eWOM,positive and negative WOM,conformity,virtual community,email-forwarding behavior, | en |
| dc.relation.page | 84 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2010-01-25 | |
| 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 | |
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