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

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艾娜兒(Nurul Azizah) 查詢紙本館藏

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企業管理學系

論文名稱

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)

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摘要(中)

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.

摘要(英)

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.

關鍵字(中)

★ 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

關鍵字(英)

★ Trustability and Quality of Product Comment
★ Social Media
★ Electronic Word of Mouth
★ Social Information Processing Theory

論文目次

TABLE OF CONTENT
Cover ................................................................................................................. i
Power of attorney ............................................................................................ ii
Thesis postponement of publication request ................................................. iii
Advisor’s recommendation letter ................................................................... iv
Verification letter of oral examination committe ......................................... v
Abstract ............................................................................................................ ix
Table of content ................................................................................................ xi
The list of table ................................................................................................ xii
The list of figure .............................................................................................. xiii
Chapter 1. Introduction
1.1 Background .......................................................................................... 1
Chapter 2. Literature Review
2.1 Social Information Processing (SIP) Theory ......................................... 4
2.2 Research framework and hypotheses development .............................. 5
2.2.1. Hypothesis development ............................................................ 5
2.2.2 Relational topoi, environmental uncertainty, and product
comment involvement .................................................................. 5
2.2.3 The Effect of Uncertainty Reduction to the Trust ability
and Quality of Product Comment ................................................ 10
2.2.4 The effect of comment involvement to the trust ability
and quality of product comment ................................................... 12
2.2.5 Uncertainty reduction mediates the relationship between:
a) intimacy, b) social orientation, c) dominance, and
d) informality on product comments trustability and quality
of product comment. ....................................................................... 13
2.2.6 Product comment involvement mediates the relationship
between: a) intimacy, b) social orientation, c) dominance,
and d) informality on trustability. and quality of product comments.. 13
xi
1
Chapter 3. Research Methodology
3.1 Scale operationalization ........................................................................ 18
3.2 Questionannaire development ................................................................ 21
3.2 Data collection ...................................................................................... 21
Chapter 4. Data Analysis
4.1 Sample characteristics ........................................................................... 23
4.2 Scale accuracy analysis ......................................................................... 24
4.3 Structural model testing ........................................................................ 29
4.3.1 Main direct effect testing ............................................................. 29
4.3.2 Mediating effect testing ............................................................... 31
4.4 Post-hoc analysis of data heterogenity .................................................. 32
Chapter 5. Discussion and Conclusion
5.1 Research implication ............................................................................. 35
5.2 Limitation and future research .............................................................. 37
References ....................................................................................................... 40
Appendix ......................................................................................................... xiv

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2016-3-29

推文