博碩士論文 103421004 詳細資訊




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姓名 許茜(Chien Hsu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 負面情緒評論及其有效性之探討 -以讀者專家程度及涉入程度為調節變項
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摘要(中) 隨著網際網路的發展,線上評論已變成消費者購買決策的重要管道,本研究係探討不同的負面情緒評論及其有效性之影響,並且加入讀者本身的特性會如何影響其對於網路評論有效性之看法。透過實驗模型的建立,我們觀察出焦慮的評論其有效性是高於焦慮的評論,關鍵在於感知到寫評論者的認知努力程度,因此不同的情緒評論其有效性上是有差別的。另外更以讀者的專家程度及涉入程度為調節,應證出當讀者的專家程度越高,會正向調節焦慮評論比生氣評論感知到的評論有效性;及當讀者的涉入程度越高,會負向調節焦慮評論比生氣評論感知到的評論有效性。
摘要(英) As Internet is spreading widely, online review has become an important way for customers to make a purchase decision. This paper investigates the effect of negative emotion on the perceived helpfulness of online review. We focus on the roles of two distinct, negative,emotions common to seller reviews: anxiety and anger. Reader’s characteristics is also a vital factors to be discuss. We adopt the reader’s level of expertise and involvement to explore the different impact of discrete emotions on a review. Our findings demonstrate the importance of examining discrete emotions in online review,and will be useful for retailer to understand what kind of review is helpful.
關鍵字(中) ★ 情緒
★ 焦慮
★ 生氣
★ 讀者涉入程度
★ 評論有效 性
★ 線上評論
關鍵字(英) ★ emotion
★ anxiety
★ angry
★ expertise
★ involvement
★ online review
論文目次 目錄      

中文摘要 ………………………………………………………………… i
英文摘要 ………………………………………………………………… ii
目錄 ………………………………………………………………… iii
表目錄 ………………………………………………………………… vi
圖目錄 ………………………………………………………………… vii
一、 緒論…………………………………………………………… 1
1-1 研究背景與動機……………………………………………… 1
1-2 研究目的……………………………………………………… 2
1-3 研究問題……………………………………………………… 2
1-4 論文架構……………………………………………………… 3
二、 文獻探討……………………………………………………… 3
2-1 線上評論的有效性其負面評論……………………………… 3
2-2 情緒評論……………………………………………………… 5
2-3 情緒理論……………………………………………………… 6
2-4 焦慮與生氣評論及其有效性………………………………… 8
2-5 讀者的特性…………………………………………………… 9
2-5-1 讀者的專家程度……………………………………………… 9
2-5-2 讀者的涉入程度……………………………………………… 11
三、 研究方法……………………………………………………… 13
3-1 研究假說……………………………………………………… 13
3-2 研究設計……………………………………………………… 15
3-3 前測問卷(一)設計…………………………………………… 16
3-4 前測問卷(二)設計…………………………………………… 18
3-5 正式問卷設計………………………………………………… 19
3-5-1 讀者的專家程度……………………………………………… 19
3-5-2 讀者的涉入程度……………………………………………… 20
3-5-3 評論有效性…………………………………………………… 21
3-6 資料收集方法………………………………………………… 21
四、 資料統計……………………………………………………… 22
4-1 敘述統計分析………………………………………………… 22



iii
目錄      

4-2 信度與效度…………………………………………………… 24
4-3 模型檢驗……………………………………………………… 27
4-3-1 路徑分析……………………………………………………… 27
4-3-2 調節作用……………………………………………………… 27
4-3-3 假說檢驗……………………………………………………… 28
五、 結論…………………………………………………………… 29
5-1 學術意涵……………………………………………………… 30
5-2 實務意涵……………………………………………………… 31
5-3 研究限制與為來研究方向…………………………………… 32
參考目錄 ………………………………………………………………… 33
附錄一 前測問卷一…………………………………………………… 39
附錄二 前測問卷二…………………………………………………… 45
附錄三 正式問卷……………………………………………………… 50


v
表 目 錄

表1 前測問卷1之T檢定結果……………………………………… 17
表2 前測問卷1篩選後評論…………………………………… 17
表3 前測問卷2之T檢定結果…………………………………… 18
表4 衡量讀者專家程度的問項………………………………… 20
表5 衡量讀者涉入程度的問項………………………… 21
表6 衡量評論有效性…………………………………………… 21
表7 敘述統計分析…………………………………… 10
表8 信效度分析…………………………………………………… 23
表9 因素負荷量分析…………………………………………… 26
表10 假說檢定結果……………………………………………… 26


vi
圖 目 錄

圖1 研究模型………………………………… 13
圖2 路徑分析模型……………………………………………… 27
圖3 加入調節後之模型………………………………………… 28
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指導教授 陳炫碩 審核日期 2016-7-25
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