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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/70317


    Title: 感知e絡和產品評論在社會化媒體的發展質量:一個社會信息加工(SIP)理論法;The development of perceived trustability and quality of product comment on social media : a social processing information (SIP) theory approach
    Authors: 艾娜兒,;Azizah,Nurul
    Contributors: 企業管理學系
    Keywords: 絡和產品評論的質量;社交媒體;口的電子字;社會信息加工理論;Trustability and Quality of Product Comment;Social Media;Electronic Word of Mouth;Social Information Processing Theory
    Date: 2016-03-29
    Issue Date: 2016-06-04 12:37:45 (UTC+8)
    Publisher: 國立中央大學
    Abstract: WEB2.0基於社群媒體如FACEBOOK/TWITTER等已成為消費者為尋找需求資訊的平台。以往實際的環境中,消費者經WOM的益處達成消費目的。現今社群媒體時代,網路存取的方便藉由社群媒體而提高WOM使用率,現今研究定義為電子WOM(EWOM簡稱)。因此,EWOM成為了帶給業者間盛行的有效行銷工具。然而,社群媒體互動性的便利不同於實質上以及WEB1.0基於網路環境可能帶來應用WOM的效益在不適用此兩個環境中促成行銷目的。現今研究試圖探討預測社群媒體上的信任感和評價產品品質的變數。繪製一些與社會資訊處理相關的可變因數並推測部份中間者透過社群媒體的信任感和評價產品品質。量尺表採用前文獻與回譯技術做成為問卷。PLS使用於分析蒐集到的數據,此數據搜集自各私立與公立大學。未來研究方向也概括推論和管理議題。當前研究為EWOM應用理論層面發展於社群媒體的信任感和評價產品品質先前作品之一.;Web 2.0 based social media, such as Facebook, Twitter, et cetera, has become a popular platform for consumers to look for required information. Conventionally in the physical environment, consumers have experienced the benefit of word-of-mouth (WOM hereinafter) communication for their consumption purposes. In the current social media era, the ease of the access of the internet has promoted the utilization of WOM through social media, which is titled electronic WOM (eWOM hereinafter) in the current study. As a consequence, eWOM has become a prevalent tool for practitioners to take it as an effective marketing tool. However, the ease of interactive nature of social media which differs from the physical and the Web 1.0 based Internet environments may make the effective ways of applying WOM for marketing promotion purposes in these two environments inapplicable. In the current research, an attempt is therefore conducted to explore the predicting variables of the perceived trustability and quality of product comment on social media. A number of variables related to social information processing are drawn and hypothesized to affect the perceived trustability and quality of product comment on social media through a number of mediators. The scales are adapted from prior literature and a back-translation technique is used to compose the questionnaire. Data are then collected in either private and national university while PLS is used to analyze the collected data. The theoretical and managerial implications are discussed while future research directions are outlined as well. The current research is one of the pioneer works in the ways applying the theoretical concept in eWOM to development the perceived trustability and quality of product comment on social media.
    Appears in Collections:[企業管理研究所] 博碩士論文

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