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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | Chuan-Ying Liao | en |
| dc.contributor.author | 廖川瑩 | zh_TW |
| dc.date.accessioned | 2021-06-08T05:15:02Z | - |
| dc.date.copyright | 2006-07-03 | |
| dc.date.issued | 2006 | |
| dc.date.submitted | 2006-06-23 | |
| dc.identifier.citation | 英文部份：
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24059 | - |
| dc.description.abstract | 口碑（word-of-mouth）研究為消費者行為領域重要的一環，隨著網路的發達，網路口碑行為（electronic word-of-mouth）的研究更加受到重視，病毒行銷（Viral Marketing）、部落格行銷（Blog Marketing）等新興的行銷方式即是由網路口碑所因應而生。
本研究以網路討論社群為標的，參考Mehrabian and Russell（1974）的「Stimulus－Organism－Response」模型作為研究架構之基礎，以口碑傳播者在傳播時的正面情緒為研究重心，探討前因變數（分享動機、認同動機、人際互動動機、網路匿名性/方便性、平台機制與互動性）、中介變數（傳播網路口碑時的正面情緒）、結果變數（虛擬社群認同感、沈浸經驗）之間的關係。 經由LISREL模型分析，結果顯示當消費者的分享動機、人際互動動機越高時，其傳播網路口碑時的正面情緒越強烈；而認同動機與網路匿名性、方便性則和傳播網路口碑時的正面情緒無關；網路平台機制與互動性越佳時，則消費者對網路社群的認同感會越高，其傳播網路口碑時的正面情緒也會越強烈；而當消費者傳播網路口碑時的正面情緒越強烈，其對網路社群的認同感會越高、沈浸經驗也會越強烈。 | zh_TW |
| dc.description.abstract | “Word-of-mouth” has been an important part of consumer behavior research. As internet booms, “electronic word-of-mouth” become another focal research issue, and there are many related marketing terms come out, such as “viral marketing”, “Blog marketing” etc.
This research focus on virtual community and use the「Stimulus－Organism－Response」model concept which was figured out by Mehrabian and Russell in 1974. With the M-R model, we put emphasis on the emotions of the senders who spread the words on the internet and define personal motivations and environmental factors as antecedent, sense of vitual community and flow experience as consequences of positive emotions. And personal motivations comprise sharing motives, approval motives and interaction motives, environmental factors comprise internet anonymity/convenience and platform mechanism. The research results after LISREL analysis are as follows： 1. The stronger the sharing motives and interaction motives, the stronger the positive emotions of the senders while he is spreading the eWOM. 2. There is no stronge relationship between approval motives and the positive emotions of the senders while he is spreading the eWOM. 3. There is no stronge relationship between internet anonymity/convenience and the positive emotions of the senders while he is spreading the eWOM. 4. The better the platform mechanism, the stronger the positive emotions of the senders while he is spreading the eWOM and the stronger the sense of virtual community. 5. The stronger the positive emotions of the senders while he is spreading the eWOM, the stronger the sense of virtual community and the flow experience. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T05:15:02Z (GMT). No. of bitstreams: 1 ntu-95-R93724060-1.pdf: 642076 bytes, checksum: 7841f4a4e29724789cfed57ac0d61509 (MD5) Previous issue date: 2006 | en |
| dc.description.tableofcontents | 目錄
第一章 緒論 第一節 研究背景與動機 ………………………………………… 1 第二節 研究目的 ………………………………………………… 3 第三節 研究範圍 ………………………………………………… 4 第四節 研究流程 ………………………………………………… 5 第二章 文獻探討 第一節 口碑傳播 ………………………………………………… 6 第二節 消費者情緒 ……………………………………………… 10 第三節 網路匿名性 ……………………………………………… 14 第四節 虛擬社群 ………………………………………………… 15 第五節 沈浸經驗 ………………………………………………… 22 第六節 The M-R model ………………………………………… 26 第三章 實證研究 第一節 研究架構 ………………………………………………… 29 第二節 研究假設 ………………………………………………… 31 第三節 研究變數定義與衡量 …………………………………… 36 第四節 研究設計 ………………………………………………… 42 第五節 研究方法 ………………………………………………… 43 第四章 資料分析與結果 第一節 基本資料分析 …………………………………………… 48 第二節 衡量模式分析 …………………………………………… 52 第三節 結構關係模式 …………………………………………… 55 第四節 結果分析 ………………………………………………… 59 第五章 結論與建議 第一節 研究結論 ………………………………………………… 69 第二節 管理意涵 ………………………………………………… 71 第三節 研究限制 ………………………………………………… 73 第四節 後續研究建議 …………………………………………… 74 參考文獻 …………………………………………………………… 75 研究問卷 …………………………………………………………… 83 圖次 圖 1-1 研究流程…………………………………………………… 5 圖 2-1 虛擬社群報酬遞增的動態關係模型……………………… 19 圖 2-2 三頻道沈浸經驗模型……………………………………… 24 圖 2-3 四頻道沈浸經驗模型……………………………………… 24 圖 2-4 八頻道沈浸經驗模型……………………………………… 25 圖 2-5 The M-R model …………………………………………… 26 圖 2-6 The modified M-R model………………………………… 27 圖 3-1 研究架構圖………………………………………………… 30 圖 4-1 本研究LISREL 模型 ……………………………………… 57 圖 4-2 研究假設圖(結果)………………………………………… 63 表次 表 2-1 口碑傳播之比較 ………………………………………… 7 表 2-2 口碑傳播之動機 ………………………………………… 9 表 2-3 情緒的種類 ……………………………………………… 11 表 2-4 虛擬社群之定義 ………………………………………… 15 表 2-5 虛擬社群報酬遞增的發展過程 ………………………… 18 表 2-6 虛擬社群的發展階段 …………………………………… 20 表 3-1 分享動機之衡量 ………………………………………… 36 表 3-2 認同動機之衡量 ………………………………………… 37 表 3-3 人際互動動機之衡量 …………………………………… 37 表 3-4 網路匿名性、方便性之衡量 …………………………… 38 表 3-5 平台機制與互動性之衡量 ……………………………… 38 表 3-6 傳播網路口碑時的正面情緒之衡量 …………………… 39 表 3-7 虛擬社群認同感之衡量 ………………………………… 40 表 3-8 沈浸經驗之衡量 ………………………………………… 41 表 3-9 LISREL 模式符號之表示法……………………………… 45 表 3-10 配適度指標 ……………………………………………… 47 表 4-1 有效問卷率 ……………………………………………… 48 表 4-2 性別分析 ………………………………………………… 48 表 4-3 年齡分析 ………………………………………………… 48 表 4-4 教育程度分析 …………………………………………… 49 表 4-5 職業分析 ………………………………………………… 49 表 4-6 每月可支配所得分析 …………………………………… 49 表 4-7 宗教信仰分析 …………………………………………… 50 表 4-8 加入美容版時間分析 …………………………………… 50 表 4-9 瀏覽美容版頻率分析 …………………………………… 50 表 4-10 發表口碑文章總次數分析 ……………………………… 51 表 4-11 發表口碑文章的頻率分析 ……………………………… 51 表 4-12 Cronbach’s α 信度分析表 …………………………… 53 表 4-13 模型之外顯變數 ………………………………………… 55 表 4-14 模型之潛在變數 ………………………………………… 56 表 4-15 整體模型之適合度表 …………………………………… 60 表 4-16 γ、β 係數表……………………………………………… 61 表 4-17 λy 係數表………………………………………………… 61 表 4-18 λx 係數表………………………………………………… 62 表 4-19 個別外顯變數及個別結構方程式之衡量表 …………… 64 表 4-20 整體模型分析結果彙整 ………………………………… 68 | |
| dc.language.iso | zh-TW | |
| dc.subject | 社群認同感 | zh_TW |
| dc.subject | 網路口碑傳播 | zh_TW |
| dc.subject | 消費者情緒 | zh_TW |
| dc.subject | 沈浸經驗 | zh_TW |
| dc.subject | flow experience | en |
| dc.subject | sense of virtual community | en |
| dc.subject | electronic word-of-mouth | en |
| dc.subject | eWOM | en |
| dc.subject | emotions | en |
| dc.title | 網路口碑宣傳與消費者正面情緒之形成:以網路留言版為例 | zh_TW |
| dc.title | e−WOM and the Formation of Consumers' Positive Emotions：The Case of Bulletin Board System | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 94-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹,謝明慧 | |
| dc.subject.keyword | 網路口碑傳播,消費者情緒,沈浸經驗,社群認同感, | zh_TW |
| dc.subject.keyword | electronic word-of-mouth,eWOM,emotions,flow experience,sense of virtual community, | en |
| dc.relation.page | 86 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2006-06-23 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| Appears in Collections: | 國際企業學系 | |
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| File | Size | Format | |
|---|---|---|---|
| ntu-95-1.pdf Restricted Access | 627.03 kB | Adobe PDF |
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