博碩士論文 etd-0720109-102711 詳細資訊


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姓名 吳忠翰(Chung-han Wu) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 97學年第2學期
論文名稱(中) 網路口碑的訊息訴求與情緒對消費者信任與購買意圖的影響
論文名稱(英) Research on the influence of message sideness appeal and emotion of electronic word of mouth on consumers’ trust and purchase intention
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    摘要(中) 口碑在消費者作購買決策的過程中扮演相當重要角色,在網際網路普及的今日,網路已成為口碑傳播最快速且便利的媒介。先上網蒐集資訊再進行購買的「群體智慧(Wisdom of Crowds)」購物模式已成形,愈來愈多消費者會擔心搜尋到的口碑可能是廣告,因此消費者對網路口碑的信任感就變得非常重要。本研究探討正面網路口碑與負面網路口碑中,網路口碑的「訊息訴求」與「情緒」對消費者「信任」之間的影響。本研究使用實驗法,採取網路問卷的方式,並且以SPSS12.0對樣本資料進行統計分析。研究結果發現,網路口碑的訊息訴求對消費者信任有顯著影響,不論是正面口碑或是負面口碑,雙向訴求比單向訴求能引起較高的信任,網路口碑的訊息訴求也會因為訊息中情緒程度的不同而影響消費者信任。本研究期望從訊息訴求及情緒的觀點出發,發展出可以引起信任的網路口碑撰寫原則,提供口碑分享者以及企業在行銷策略上的建議,以及後續研究者參考。
    摘要(英) Word of mouth has been playing an essential role while consumers make their purchase decision since ever, and its diffusion is becoming much faster via the internet nowadays. Surfing the internet gathering information before making the purchase, the so-called 「Wisdom of Crowds」shopping pattern is taking its shape and possibly going to become the main trend in the future. Thus, electronic word of mouth does play an important part during the process of consumers’ decision making, and more and more consumers start to ponder what to believe on the internet. As a result, trust is becoming the key factor if the consumers can take electronic word of mouth into their consideration or not. This research discusses how message sideness appeal and emotion in electronic word of mouth affect consumers’ trust under a positively framed message and a negative framed message. This research adopts experimental method, distributes questionnaire and analyze the data with SPSS12.0. The results present message sideness appeal and emotion have impacts on consumers’ trust. Two-sided appeal can cause higher consumers’ trust than one-sided appeal whether under a positively framed message or a negative framed message. Emotion also plays an important part between message sideness and consumers’ trust during the process of diffusion of electronic word of mouth. The results can not only help the word-of-mouth senders to develop an appropriate writing pattern to make electronic word of mouth more credible and effective, but also provide the business a brand-new point of view and some practical suggestions to develop a new marketing strategy.
    關鍵字(中)
  • 購買意圖
  • 信任
  • 情緒
  • 網路口碑
  • 雙面訴求
  • 關鍵字(英)
  • two-sided message
  • purchase intention
  • electronic word of mouth
  • emotion
  • trust
  • 論文目次 致謝 i
    摘要 iii
    ABSTRACT iv
    目錄 v
    圖目錄 vii
    表目錄 1
    第一章緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 4
    第三節 研究流程 5
    第二章 文獻探討 6
    第一節 口碑 6
    第二節 網路口碑 12
    第三節 訊息訴求 18
    第四節 情緒 21
    第五節 信任 27
    第三章 研究方法 34
    第一節 研究架構 34
    第二節 研究假設 35
    第三節 研究設計 40
    第四章 研究結果與分析 49
    第一節 基本資料敘述性統計分析 49
    第二節 因素分析 52
    第三節 信度分析 54
    第四節 研究結果分析 55
    第五節 研究結果彙整 66
    第五章 研究討論 68
    第一節 網路口碑的「訊息訴求」對消費者「信任」的影響 68
    第二節 「情緒」的影響 70
    第三節 消費者「信任」對「購買意圖」的影響 73
    第六章 結論 74
    第一節 研究結論 74
    第二節 研究貢獻 76
    第三節 研究限制 80
    第四節 未來研究建議 82
    參考文獻 84
    附錄一 93
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