博碩士論文 etd-0629113-014951 詳細資訊


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姓名 張愔(Yin Chang) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 101學年第2學期
論文名稱(中) 比較性口碑對消費者購買決策之影響
論文名稱(英) The Effects of Comparative Word-of-Mouth on Consumer Purchase Decision
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    紙本論文:1 年後公開 (2014-07-30 公開)

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    論文語文/頁數 中文/114
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    摘要(中) 隨著網路科技的發展,購物前上網搜尋產品相關的心得已經成為民眾常見的行為。眾多文獻中也證實網路口碑對消費者的購買決策有密切的影響力。在這些網路口碑中,除了針對單項產品作分享外,也常有與其他產品相互比較現象,這種形式的口碑稱為比較性口碑。在廣告中,為了突顯廣告效果,也常常有與其他產品互相比較的現象,稱為比較性廣告。在學術界中,已經大量對比較性廣告進行探討,然而卻甚少針對比較性口碑進行研究。
    以推敲可能性模式(Elaboration Likelihood Model;ELM)而言,不論是廣告與口碑,都是一種說服的訊息。消費者在接受訊息的刺激之後,會以兩種說服途徑造成其態度及行為改變,一種是較為理性思考的中央路徑(Central Route),一種是較直覺、感性的周邊路徑(Peripheral Route),而兩種說服途徑都會對消費者造成影響。
    本研究以推敲可能性模式為基礎架構,探討比較性口碑與非比較性口碑在說服路徑上是否存在差異,並探討比較性口碑是否能比非比較性口碑更能正面影響消費者購買決策。本研究以實地實驗法進行研究,以口碑型態(比較/非比較)、專業程度(高專業/低專業)、關係強度(強關係/弱關係)作為自變數,以中央路徑以及周邊路徑為中介變數,以購買決策為依變數進行三因子的實驗設計研究。
    結果發現,比較性口碑比非比較性口碑更能正面影響消費者的購買決策,且比較性資訊僅對周邊路徑有說服效果。消費者在面對比較性口碑時,會偏向以周邊路徑影響其購買決策,而面對非比較性口碑時,會偏向以中央路徑影響其購買決策。
    摘要(英) In recent year, it’s very common that consumers search product information before shopping. Consumer feedbacks on the Internet are called electronic word of mouth (eWOM). Many previous studies have reported that eWOM has a great influence on consumer’s purchase decisions. Sometimes, people will compare one product with other competing products in eWOM. This type of WOM is called comparative WOM. Product comparison also happens very often in commercial advertising, called comparative advertising. Although quite a few studies have studied comparative advertising, the effect of comparative eWOM is not yet well-understood.
    In this study, we used the Elaboration Likelihood Model to examine the effect of comparative eWOM on purchase intention, and the mechanism causing the effect of comparative eWOM.
    A field experiment was conducted. It is a three-factor experimental design. Independent variables are WOM type (comparative / non-comparative), writer’s professional level (high expertise / low expertise), and relationship strength (strong ties / weak ties). Mediating variables are the elaboration paths (central vs. peripheral route). Dependent variable is purchase decision after viewing the eWOM.
    Our findings show that the comparative eWOM had a higher influence on consumers' purchase decisions than non-comparative eWOM, primarily through the peripheral route. The non-comparative e-WOM, however, tended to affect purchase decisions though the central route.
    關鍵字(中)
  • 比較性口碑
  • 購買決策
  • 推敲可能性模式
  • 專業程度
  • 關係強度
  • 關鍵字(英)
  • Elaboration Likelihood Model
  • Purchase Decision
  • Comparative WOM
  • Expertise
  • Tie Strength
  • 論文目次 論文審定書 i
    誌謝 ii
    中文摘要 iii
    英文摘要 iv
    目次 v
    圖次 vii
    表次 viii
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究問題與目的 4
    第三節 研究流程 7
    第二章 文獻探討 8
    第一節 購買決策 8
    第二節 網路口碑 12
    第三節 比較性廣告 14
    第四節 比較性口碑 16
    第五節 傳遞者專業 20
    第六節 關係強度 22
    第七節 推敲可能性模式 24
    第三章 研究架構與方法 28
    第一節 研究架構 28
    第二節 研究假說 29
    第三節 操作型定義與變項衡量 32
    第四節 研究設計 36
    第五節 研究前測1 42
    第六節 研究前測2 47
    第七節 正式研究設計 51
    第四章 研究結果與分析 52
    第一節 樣本結構 52
    第二節 信度分析 53
    第三節 效度分析 55
    第四節 操弄檢定 58
    第五節 研究假說之驗證分析 59
    第六節 結構模型方程式分析 64
    第七節 多變量變異數分析 70
    第八節 研究結果彙整 76
    第五章 結論與建議 79
    第一節 研究發現與結論 79
    第二節 研究貢獻 81
    第三節 研究限制與未來研究方向建議 83
    參考文獻 84
    附錄一 口碑文案 88
    附錄二 實驗問卷 91
    參考文獻 中文部份
    1. 吳正凱 (2009), 網路口碑對網路購物延遲購買之影響, 私立東吳大學碩士論文。 
    2. 吳明隆, 凃金堂 (2008) , 「 SPSS與統計應用分析」, 五南出版社。
    3. 黃馨儀. (2010) , 附帶口碑:消費者知覺及其對購買意願的影響, 國立臺灣科技大學碩士論文。
    4. 詹士慧 (2009). 附帶口碑之存在與影響──以UrCosme為例, 國立臺灣科技大學碩士論文。
    5. 資策會FIND (2011),「2011全球上網行為大揭密」,資策會。
    英文部份
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    3. Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing (John Wiley & Sons), 15(3), 31-40
    4. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior: Thomson/South-Western.
    5. Brown, J., Broderick, A. J., & Lee, N. (2007). Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing (John Wiley & Sons), 21(3), 2-20
    6. Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science, 26(2), 83-100
    7. Greiner, M. E., & Hui, W. (2010). Building Consumer-to-Consumer Trust in E-Finance Marketplaces: An Empirical Analysis. International Journal of Electronic Commerce, 15(2), 105-136
    8. Grewal, D., & Kavanoor, S. (1997). Comparative Versus Noncomparative Advertising: A Meta-Analysis. Journal of Marketing, 61(4), 1
    9. Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research : JSR, 4(1), 60-75
    10. Hawkins, D. I., Best, R. J., & Coney, K. A. (1995). Consumer Behavior: Implications for Marketing Strategy: Irwin.
    11. Hennig-Thurau, T., & Walsh, G. (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51-74
    12. Huang, S.-l., Lin, F.-r., & Yuan, Y. (2006). Understanding Agent-Based on-Line Persuasion and Bargaining Strategies: An Empirical Study. International Journal of Electronic Commerce, 11(1), 85-115
    13. Jain, S. P., & Posavac, S. S. (2004). Valenced Comparisons. Journal of Marketing Research (JMR), 41(1), 46-58
    14. Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research (JMR), 39(1), 61-72
    15. Krugman, H. E. (1965). The Impact of Television Advertising: Learning without Involvement. Public Opinion Quarterly, 29(3), 349-356
    16. Loraas, T. M., & Diaz, M. C. (2011). Learning New Technologies: The Effect of Ease of Learning. Journal of Information Systems, 25(2), 171-194
    17. MacKenzie, S. B., & Lutz, R. J. (1989). Am Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65
    18. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research (JMR), 23(2), 130-143
    19. Money, R. B. (2004). Word-of-Mouth Promotion and Switching Behavior in Japanese and American Business-to-Business Service Clients. Journal of Business Research, 57(3), 297-305
    20. Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal Involvement as a Determinant of Argument-Based Persuasion. Journal of Personality and Social Psychology, 41(5), 847-855
    21. Petty, R. E., & Wegener, D. T. (1997). Attitudes and Attitude Change. Annual Review of Psychology, 48(1), 609
    22. Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing, 47(1), 68-78
    23. Rindfleisch, A., & Moorman, C. (2001). The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective. Journal of Marketing, 65(2), 1-18
    24. Roggeveen, A. L., Grewal, D., & Gotlieb, J. (2006). Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues? Journal of Consumer Research, 33(1), 115-122
    25. Ross, J. W. T., & Robertson, T. S. (1991). Information Processing and Innovative Choice. Marketing Letters, 2(2), 87-97
    26. Schindler, R. M., & Bickart, B. (2005). Published Word of Mouth: Referable, Consumer-Generated Information on the Internet. Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 32
    27. Slovic, P., & MacPhillamy, D. (1974). Dimensional Commensurability and Cue Utilization in Comparative Judgment. Organizational Behavior & Human Performance, 11(2), 172-194
    28. Tam, K. Y., & Ho, S. Y. (2005). Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective. Information Systems Research, 16(3), 271-291
    29. Thompson, D. V., & Hamilton, R. W. (2006). The Effects of Information Processing Mode on Consumers' Responses to Comparative Advertising. Journal of Consumer Research, 32(4), 530-540
    30. Thorsten Hennig-Thurau, F., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing (John Wiley & Sons), 18(1), 38-52
    31. Wathen, C. N., & Burkell, J. (2002). Believe It or Not: Factors Influencing Credibility on the Web. Journal of the American Society for Information Science & Technology, 53(2), 134-144
    口試委員
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  • 劉致中 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2013-07-13 繳交日期 2013-07-30

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