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姓名 鄭培宏(Pei-hung Cheng)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 網路產品評論文章有效性之研究
(The validity of product reviews on webs)
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摘要(中) 在電子商務愈來越蓬勃的時代,不管是消費者還是企業,都能藉由網路行銷通路,接觸到來自世界各地的人。不過還是有許多消費者對此戒慎恐懼,其中包含了產品不確定性及賣家不確定性的影響。因此,消費者常常藉由閱讀網路產品評論文章,來降低購買過程中的不確定性,以提高購買意願程度。
本研究以Habermas 行動溝通理論之有效性宣稱作為文章構面,分別為文章完整性、文章可了解性、文章事實、文章作者真誠性及文章適切性,並利用計畫性行為理論構面,分別為態度、主觀規範、知覺行為控制及行為意圖,來理解讀者參考文章資訊的意圖。
本研究實證結果發現,文章完整性、文章事實會正向影響讀者對於網路產品評論文章的態度,文章適切性會正向影響主觀規範,文章可了解性會正向影響讀者自我效能,另外,讀者對於網路產品評論文章的態度及主觀規範會正向影響讀者參考文章資訊的意圖。最後,在不同的產品類型(經驗型、搜尋型)方面,對於文章構面及讀者參考資訊之意圖也有不同影響。
摘要(英) Recently e-Commerce has become popular in the world , the organization and the consumers could use the powerful marketing channels for reaching the consumers from anyplace .The uncertainty pertinent products and sellers make the consumers reluctant to take part in e-Commerce. Accordingly, the consumer will search the product reviews on web in order that it could reduce the uncertainty and increase purchasing intention.
This paper bases on Habermas` theory of communicative action, and we use the validity claims as the product reviews` dimension that it includes completeness 、comprehensibility、truth、sincerity and rightness. We also use the theory of planned behavior it includes attitude、subjective norm、PBC and behavioral intentions for describing the reader`s getting product information intentions.
We found that completeness and truth have positive influence reader`s attitude、 rightness has positive influence subject norm、comprehensibility has positive influence reader`s self-efficacy. Moreover , reader`s attitude 、subjective norm and PBC have positive influence reader`s intentions to get product information . In the end , product type(search V.S. experience ) moderates the product reviews` dimension and reader`s intentions to get product information .
關鍵字(中) ★ 電子商務
★ 網路產品評論文章
★ Habermas行動溝通理論
★ 計畫性行為理論
★ 經驗型跟搜尋型產品
關鍵字(英) ★ Electronic Commerce
★ Product Reviews
★ Habermas
★ TPB
★ Search and Experience goods
論文目次 摘要 ii
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與貢獻 2
第三節 研究方法 2
第四節 研究範圍與限制法 3
第五節 研究流程 4
第二章 文獻探討 5
第一節 資訊豐富理論 5
第二節 Habermas溝通行動理論 7
第三節 計畫性行為理論 10
第三章 研究設計 13
第一節 研究架構 13
第二節 研究假說 14
第三節 控制變數 16
第四節 變數定義與衡量 17
第五節 結構方程模型 21
第六節 抽樣方法與問卷設計 28
第四章 實證分析 30
第一節 樣本基本資料分析 30
第二節 衡量模型之評估 31
第三節 結構模型之評估 42
第四節 文章組成元素與讀者參考文章資訊意圖研究假說 51
第五章 結論與建議 53
第一節 研究結果與貢獻 53
第二節 管理意涵 54
第三節 未來研究建議 55
參考文獻 56
附錄 60
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指導教授 陳炫碩 審核日期 2013-1-29
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