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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 吳玲玲 | zh_TW |
dc.contributor.advisor | Ling-Ling Wu | en |
dc.contributor.author | 顏伯諭 | zh_TW |
dc.contributor.author | Bo-Yu Yen | en |
dc.date.accessioned | 2024-01-03T16:15:04Z | - |
dc.date.available | 2024-01-04 | - |
dc.date.copyright | 2024-01-03 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2023-12-17 | - |
dc.identifier.citation | Abedin, E., Mendoza, A., & Karunasekera, S. (2019). Towards a Credibility Analysis Model for Online Reviews. Pacific Asia Conference on Information Systems.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91354 | - |
dc.description.abstract | 過去的文獻探討消費者對於網路口碑的知覺助益程度有著不一致的結論。其中有些學者認為雙面口碑(即同時包含正負面的評價)的知覺助益程度比起單面口碑(只包含正面或是負面評價)還要高,此現象即為雙邊評論效應(sidedness effect),然而也有人主張單面口碑的知覺助益程度比較好。為了探討造成結論不一致的原因,本研究從兩個角度出發,一是透過消費者在購買前對產品品質的熟悉程度,因此參考與產品品質相關的兩個特徵:產品類型(搜尋性商品以及經驗性商品)和品牌聲望(高跟低)作為調節變數。我們認為搜尋性商品的品質有辦法在購買前被消費者衡量的特性使得評論得以更加客觀且易於驗證,因此雙邊評論效應比起經驗性商品更為強烈。而品牌聲望則影響了大眾對於產品的熟悉程度與印象,由於確認偏誤(confirmation bias)使得大眾傾向於信任符合品牌印象的評論,促使雙邊評論效應在不同的品牌名譽有不一樣的表現。第二個角度是考量了消費者本身的認知需求作為調節變數,認知需求高的個體更傾向於投入較多的心力處理資訊,也因此他們能從商品評論中取得更多的資訊,進而認為涵蓋資訊多的評論有更高的知覺助益程度,因此我們認為認知需求高的個體會有更強烈的雙邊評論效應。實驗結果支持了大部分的假設,我們也將試圖在文中解釋另一部分的假設沒有得到支持的原因。 | zh_TW |
dc.description.abstract | Past literature has yielded inconsistent conclusions regarding consumers' perceived benefits of online word-of-mouth (WOM). Some scholars argue that the perceived helpfulness of two-sided WOM (containing both positive and negative evaluations simultaneously) is higher than that of one-sided WOM (including only positive or negative evaluations), a phenomenon termed the "sidedness effect." However, others contend that one-sided WOM is more effective. To investigate the reasons behind these inconsistent findings, this study takes two perspectives. Firstly, it examines consumers' familiarity with product quality before purchase, considering two characteristics related to product quality as moderating variables: product type (search goods and experience goods) and brand reputation (high or low). We posit that the measurable attributes of search goods allow consumers to assess product quality before purchase, making reviews more objective and verifiable, thus enhancing the sidedness effect compared to experience goods. Brand reputation influences public familiarity and impressions of the product. Due to confirmation bias, individuals tend to trust reviews aligning with their brand impressions, leading to varied manifestations of the sidedness effect based on brand reputation. The second perspective considers consumers' cognitive needs as a moderating variable. Those with higher cognitive needs invest more effort in processing information, perceiving reviews with comprehensive information as more beneficial. Therefore, it is hypothesized that individuals with high cognitive needs exhibit a stronger sidedness effect. The experimental results support most hypotheses, with explanations for unsupported hypotheses provided in the paper. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-01-03T16:15:04Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2024-01-03T16:15:04Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 中文摘要 i
Abstract ii Table of Contents iv List of Figures vi List of Tables vii Chapter1 Introduction 1 Chapter2 Literature Review 5 2.1 The Effect of Review Sidedness on Perceived Helpfulness 5 2.2 The Moderating Effect of Product Type 6 2.3 The Moderating Effect of Brand Reputation 8 2.4 The Moderating Effect of Need for Cognition 11 2.5 Research Model 12 Chapter3 Study 1 13 3.1 Research Methodology 13 3.1.1 Experimental Design 14 3.1.2 Product selection 14 3.1.3 Review Design 20 3.1.4 Measurements of the Dependent Variables 23 3.1.5 Participants 24 3.1.6 Procedure 26 3.2 Empirical results 26 3.2.1 Kolmogorov–Smirnov test 26 3.2.2 Manipulation check 27 3.2.3 Test of Hypotheses 28 Chapter4 Study 2 47 4.1 Research Methodology 47 4.1.1 Experimental Design 47 4.1.2 Participants 48 4.1.3 Procedure 49 4.2 Empirical results 50 4.2.1 Kolmogorov–Smirnov test 50 4.2.2 Manipulation check 50 4.2.3 Test of Hypotheses 50 Chapter 5 Conclusion 61 5.1 Conclusion and Implications 61 5.2 Limitation and Future research 64 Reference 66 Appendix A 71 Appendix B 72 Appendix C 74 Appendix D 77 Appendix E 80 Appendix F 81 | - |
dc.language.iso | en | - |
dc.title | 探討網路口碑片面性影響知覺助益程度 | zh_TW |
dc.title | Examining the Effects of Review Sidedness on Perceived Helpfulness through Review Truthfulness and Review Completeness | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-1 | - |
dc.description.degree | 碩士 | - |
dc.contributor.oralexamcommittee | 翁崇雄;簡怡雯 | zh_TW |
dc.contributor.oralexamcommittee | Chorng-Shyong Ong;Yi-Wen Chien | en |
dc.subject.keyword | 網路口碑的知覺助益程度,網路口碑的片面性,搜尋性商品,經驗性商品,品牌聲望,認知需求, | zh_TW |
dc.subject.keyword | perceived helpfulness of e-WOM,review sidedness,search goods,experience goods,brand reputation,need for cognition, | en |
dc.relation.page | 81 | - |
dc.identifier.doi | 10.6342/NTU202304528 | - |
dc.rights.note | 同意授權(限校園內公開) | - |
dc.date.accepted | 2023-12-19 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 資訊管理學系 | - |
顯示於系所單位: | 資訊管理學系 |
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