影響網路口碑行為意圖之因素分析

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：71

、訪客IP：3.142.200.226

姓名

許皓涵(Hao-han Hsu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

影響網路口碑行為意圖之因素分析
(An Analysis of Influence of Factors on the Intention to Engage in Electronic Word-of-Mouth (eWOM) Communication)

相關論文

★ 網站設計探討—以國內外連鎖飯店集團為例	★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例	★ 應用服務藍圖及顧客旅程優化汽車租賃業之服務流程: 以某汽車租賃業為例
★ 顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響	★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。
★ 影響金融服務業之多重通路使用者評估通路整合性的因素	★ 在多通路環境中，實體通路的存在如何影響顧客決策
★ 混合情緒操控與間接體驗產品途徑對消費者之影響－以創新產品為主	★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變
★ 消費者於多通路環境下之跨通路搭便車行為之決定因素	★ 如何撰寫較好的網路口碑
★ 探討線上環境中互動與故事對廣告效果之影響	★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討
★ 主購社群關係與主購經驗分享對網路合購行為因素影響之探討	★ 使用者產生內容：展新的比較式廣告手法

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

網際網路的出現與快速發展，提供消費者一個新的途徑，來獲得眾多各式各樣關於產品、服務或企業的資訊，同時也讓他們得以和全世界各地的消費者分享與交換彼此的消費經驗。電子化口碑，或稱為網路口碑，係由傳統以面對面、口語形式進行的口碑傳播衍生而來，不同於傳統口碑傳播，網路口碑是以電子化書面的形式進行，包含了文字、圖片、聲音或影像。如同傳統口碑傳播一般，網路口碑有著強大的行銷力量，能夠顯著影響消費者的喜好態度和購買決策。有鑑於此，本研究試圖探究促進或抑制消費者進行網路口碑行為之意圖的可能因素為何。
從先前口碑傳播、社會交換理論、知識分享等研究領域的文獻回顧當中，本研究找出六個可能影響網路口碑意圖之因素：產品涉入、自我提升、互惠性、幫助他人、任務困難度以及編輯所需努力。本研究從文獻回顧中產生研究假說，採用調查法，透過網路問卷以及實體問卷來蒐集樣本資料，研究母體為擁有網路口碑行為經驗的消費者，並使用SPSS、LISREL等軟體來進行信度、效度分析以及複迴歸分析，以驗證本研究提出的理論模型和研究假說。
研究結果顯示產品涉入、自我提升、互惠性與幫助他人對於網路口碑意圖有著正面的影響，而編輯所需努力對於網路口碑意圖有著負面的影響。除此之外，任務複雜度對於網路口碑意圖的影響並不顯著。本研究的結果與先前傳統口碑在動機探究的研究結果相呼應，並將互惠性與編輯所需努力在社會交換與知識分享領域的應用，延伸到網路口碑傳播。

摘要(英)

The advent of the Internet has provided consumers with an alternative to access numerous information regarding products, services, or firms, as well as an opportunity to share their consumption-related experiences with other consumers all over the world. Derived from the traditional face-to-face, oral word-of-mouth (WOM) communication, a new electronic form, eWOM, is still being viewed as a powerful marketing force and plays a persuasive role in influencing consumers’ attitudes and purchase decision. Therefore, the purpose of the study is to explore the possible factors that may facilitate or may restrain consumers’ desires to engage in WOM communication in the computer-mediated Internet environment.
Reviewing prior research on WOM, social exchange theory and knowledge sharing, six factors, product involvement, self-enhancement, reciprocity, helping others, task difficulty and codification effort, are conducted in the research. Hypotheses are tested using a sample of 906 consumers collected from major BBS and discussion forums in Taiwan. The resulting analysis shows that product involvement, self-enhancement, reciprocity and helping others are positively associated with eWOM intention, while codification effort would reduce the intention for engaging in eWOM. Moreover, task difficulty shows no significant influence on eWOM intention. Further discussion and managerial implications are presented.

關鍵字(中)

★ 意圖
★ 口碑傳播
★ 網路口碑

關鍵字(英)

★ WOM
★ intention
★ eWOM

論文目次

摘要 i
Abstract ii
致謝 iii
Table of Contents iv
List of Figures vi
List of Tables vii
Ch. 1 Introduction 1
Ch. 2 Conceptual Background 6
2.1 eWOM Intention 8
2.2 Product Involvement 10
2.3 Self-enhancement 12
2.4 Reciprocity 13
2.5 Helping Others 15
2.6 Task Difficulty 16
2.7 Codification Effort 18
Ch. 3 Methodology and Analysis 20
3.1. Measures 20
3.1.1 Product Involvement 20
3.1.2 Self-enhancement 21
3.1.3 Reciprocity 21
3.1.4 Helping Others 21
3.1.5 Task Difficulty 22
3.1.6 Codification Effort 22
3.1.7 eWOM Intention 23
3.2. Sample and Survey Procedures 23
3.3. Scale Purification 26
3.4. Reliability 26
3.5. Exploratory Factor Analysis 27
3.6. Validity 28
3.7. Hypothesis Testing 34
Ch. 4 Discussion and Managerial Implications 39
4.1. Conclusion 39
4.2. Managerial Implications 43
4.3. Limitations 46
4.4. Future Research Directions 46
References 47
Appendix 59

參考文獻

Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4 (3), 291-295.
——— (1968), “Selective Processes in Word-of-Mouth,” Journal of Advertising Research, 8 (3), 19-22.
Atkin, Charles K. (1972), “Anticipated Communication and Mass Media Information-Seeking,” Public Opinion Quarterly, 36 (2), 188-199.
Ba, Sulin, Jan Stallaert, and Andrew B. Whinston (2001), “Research Commentary: Introducing a Third Dimension in Information Systems Design─The Case for Incentive Alignment,” Information Systems Research, 12 (3), 225-239.
Bettman, James R., Eric J. Johnson, and John W. Payne (1990), “A Componential Analysis of Cognitive Effort in Choice,” Organizational Behavior and Human Decision Processes, 45 (1), 111-139.
Bloch, Peter H. (1981), “An Exploration into the Scaling of Consumers’ Involvement with a Product Class,” In Advances in Consumer Research, K. B. Monroe, eds. Ann Arbor, MI: Association for Consumer Research, 61-65.
Blount, Sally (1995), “When Social Outcomes Aren't Fair: The Effect of Casual Attributions on Preferences,” Organizational Behavior and Human Decision Processes, 63 (2), 131-144.
Bolton, Gary E. and Axel Ockenfels (2000), “ERC: A Theory of Equity, Reciprocity, and Competition,” American Economic Review, 90 (1), 166-193.
Bone, Paula Fitzgerald (1995), “Word-of-Mouth Effects on Short-term and Long-term Product Judgments,” Journal of Business Research, 32 (3), 213-223.
Brown, Jacqueline Johnson and Peter H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, 14 (3), 350-362.
Burzynski, Michael H. and Dewey J. Bayer (1977), “The Effect of Positive and Negative Prior Information on Motion Picture Appreciation,” Journal of Social Psychology, 101 (2), 215-218.
Campbell, Donald J. (1988), “Task Complexity: A Review and Analysis,” Academy of Management Review, 13 (1), 40-52.
——— and Karl F. Gingrich (1986), “The Interactive Effects of Task Complexity and Participation on Task Performance: A Field Experiment,” Organizational Behavior and Human Decision Processes, 38 (2), 162-180.
Celsi, Richard L. and Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15 (2), 210-224.
Churchill, Gilbert A., Jr. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16 (1), 64-73.
Clarke, Thomas and Christine Rollo (2001), “Corporate Initiatives in Knowledge Management,” Education + Training, 43 (4/5), 206-214.
Connolly, Terry and Brian K. Thorn (1990), “Discretionary Databases: Theory, Data, and Implications,” In Organizations and Communication Technology, J. Fulk and C. Steinfield, eds. Newbury Park, CA: Sage Publications, 219-233.
Cooper, Donald R. and Pamela S. Schindler (2006), Business Research Method, 9th ed. New York: McGraw-Hill.
Cronbach, Lee J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16 (3), 297-334.
Brown, Jacqueline Johnson and Peter H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, 14 (3), 350-362.
Burzynski, Michael H. and Dewey J. Bayer (1977), “The Effect of Positive and Negative Prior Information on Motion Picture Appreciation,” Journal of Social Psychology, 101 (2), 215-218.
Campbell, Donald J. (1988), “Task Complexity: A Review and Analysis,” Academy of Management Review, 13 (1), 40-52.
——— and Karl F. Gingrich (1986), “The Interactive Effects of Task Complexity and Participation on Task Performance: A Field Experiment,” Organizational Behavior and Human Decision Processes, 38 (2), 162-180.
Celsi, Richard L. and Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15 (2), 210-224.
Churchill, Gilbert A., Jr. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16 (1), 64-73.
Clarke, Thomas and Christine Rollo (2001), “Corporate Initiatives in Knowledge Management,” Education + Training, 43 (4/5), 206-214.
Connolly, Terry and Brian K. Thorn (1990), “Discretionary Databases: Theory, Data, and Implications,” In Organizations and Communication Technology, J. Fulk and C. Steinfield, eds. Newbury Park, CA: Sage Publications, 219-233.
Cooper, Donald R. and Pamela S. Schindler (2006), Business Research Method, 9th ed. New York: McGraw-Hill.
Cronbach, Lee J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16 (3), 297-334.
Farber, Barry and Joyce Wycoff (1991), “Customer Service: Evolution and Revolution,” Sales and Marketing Management, 143 (5), 44-51.
Fehr, Ernst and Simon Gächter (2000), “Fairness and Retaliation: The Economics of Reciprocity,” The Journal of Economic Perspectives, 14 (3), 159-181.
File, Karen Maru, Dianne S. P. Cermak, and Russ Alan Prince (1994), “Word-of-Mouth Effects in Professional Services Buyer Behaviour,” The Service Industries Journal, 14 (3), 301-314.
———, Ben B. Judd, and Russ Alan Prince (1992), “Interactive Marketing: The Influence of Participation on Positive Word-of-Mouth and Referrals,” Journal of Services Marketing, 6 (4), 5-14.
Fornell, Claes and David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (1), 39-50.
Furse, David H., Girish N. Punj, and David W. Stewart (1984), “A Typology of Individual Search Strategies Among Purchasers of New Automobiles,” Journal of Consumer Research, 10 (4), 417-431.
Gatignon, Hubert and Thomas S. Robertson (1985), “A Propositional Inventory for New Diffusion Research,” Journal of Consumer Research, 11 (4), 849-867.
Gelb, Betsy D. and Suresh Sundaram (2002), “Adapting to ‘Word of Mouse’,” Business Horizons, 45 (4), 21-25.
Goodman, Paul S. and Eric D. Darr (1998), “Computer-Aided Systems and Communities: Mechanisms for Organizational Learning in Distributed Environments,” MIS Quarterly, 22 (4), 417-440.
Gouldner, Alvin W. (1960), “The Norm of Reciprocity: A Preliminary Statement,” American Sociological Review, 25 (2), 161-178.
Granovetter, Mark S. (1973), “The Strength of Weak Ties,” The American Journal of Sociology, 78 (6), 1360-1380.
Grantiz, Neil A. and James C. Ward (1996), “Virtual Community: A Sociocognitive Analysis,” Advances in Consumer Research, 23 (1), 161-166.
Granzin, Kent L. and Janeen E. Olsen (1991), “Characterizing Participants in Activities Protecting the Environment: A Focus on Donating, Recycling, and Conservation Behaviors,” Journal of Public Policy & Marketing, 10 (2), 1-27.
Greenwald, Anthony G. and Clark Leavitt (1984), “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, 11 (1), 581-592.
Grudin, Jonathan (1988), “Why CSCW Applications Fail: Problems in the Design and Evaluation of Organizational Interfaces,” Proceedings of the 1988 ACM conference on Computer-supported cooperative work, 85-93.
Hackman, J. Richard (1969), “Nature of the Task as a Determiner of Job Behavior,” Personnel Psychology, 22 (4), 435-444.
Harrison-Walker, L. Jean (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,” Journal of Service Research, 4 (1), 60-75.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), “Electronic Word-of-Mouth via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18 (1), 38-52.
Herr, Paul M., Frank R. Kardes and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462.
Hoch, Stephen J. and John Deighton (1989), “Managing What Consumers Learn from Experience,” Journal of Marketing, 53 (2), 1-20.
Johnson, Richard A. and Dean W. Wichern (1992), Applied Multivariate Statistical Analysis, 3rd ed. Englewood Cliffs, New Jersey: Prentice-Hall.
Kankanhalli, Atreyi, Bernard C. Y. Tan, and Kwok-Kee Wei (2005), “Contributing Knowledge to Electronic Knowledge Repositories: An Empirical Investigation,” MIS Quarterly, 29 (1), 113-143.
Kapferer, Jean-Noël and Gilles Laurent (1985), “Consumers' Involvement Profile: New Empirical Results,” Advances in Consumer Research, 12 (1), 290-295.
Katz, Elihu and Paul F. Lazarsfeld (1955), Personal Influence, Glencoe, IL: Free Press.
Kiel, Geoffrey C. and Roger A. Layton (1981), “Dimensions of Consumer Information Seeking Behavior,” Journal of Marketing Research, 18 (2), 233-239.
Kim, Chankon and Majeed Khoury (1987), “Task Complexity and Contingent Information Processing in the Case of Couple’s Decision Making,” Journal of the Academy of Marketing Science, 15 (3), 32-43.
Kolm, Serge-Christophe (2000), “The economics of reciprocity, giving, and altruism: An introduction,” In The Economics of Reciprocity, Giving, and Altruism, L-A Gérard-Varent, Serge-Christophe Kolm, and Jean Mercier Ythier, eds. London: Maclillan.
Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39 (1), 61-72.
Krackhardt, David (1992), “The Strength of Strong Ties: The Importance of Philos in Organizations," In Organizations and Networks: Structure, Form, and Action, N.
Nohria and R. Eccles, eds. Boston, MA: Harvard Business School Press, 216-239.
Krugman, Herbert E. (1967), “The Measurement of Advertising Involvement,” Public Opinion Quarterly, 30 (4), 583-596.
Lastovicka, John L. and D. M. Gardner (1979), “Components of Involvement,” In Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, eds. American Marketing Association Proceedings Series, 53-73.
Lau, Geok Theng and Sophia Ng (2001), “Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour,” Canadian Journal of Administrative Sciences, 18 (3), 163-178.
Levine, David K. (1998), “Modeling Altruism and Spitefulness in Experiments,” Review of Economic Dynamics, 1 (3), 593-622.
Levy, Mark R. (1978), “Opinion Leadership and Television News Uses,” Public Opinion Quarterly, 42 (3), 402-406.
Locander, William B. and Peter W. Hermann (1979), “The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction,” Journal of Marketing Research, 16 (2), 268-274.
Mangold, W. Glynn, Fred Miller, and Gary R. Brockway (1999), “Word-of-Mouth Communication in the Service Marketplace,” The Journal of Services Marketing, 13 (1), 73-89.
Markus, M. Lynne (2001), “Toward a Theory of Knowledge Reuse: Types of Knowledge Reuse Situations and Factors in Reuse Success,” Journal of Management Information Systems, 18 (1), 57-93.
McQuarrie, Edward F. and J. Michael Munson (1992), “A Revised Product Involvement Inventory: Improved Usability and Validity,” Advances in Consumer Research, 19 (1), 108-115.
McQuiston, Daniel H. (1989), “Novelty, Complexity, and Importance as Casual Determinants of Industrial Buyer Behavior,” Journal of Marketing, 53 (2), 66-79.
Michaelidou, Nina and Sally Dibb (2006), “Product involvement: an application in clothing,” Journal of Consumer Behaviour, 5 (5), 442-453.
Murray, Keith B. (1991), “A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketing, 55 (1), 10-25.
Neter, John, Michael H. Kutner, Christopher J. Nachtsheim, and William Wasserman (1996), Applied Linear Statistical Models, 4th ed. Boston: McGraw-Hill.
Neuert, Josef, Jeanne Butin, Anne-Sopie Farfelan, Petr Kolar, and Thilo Redlich (2005), “Rational Conduct, Fairness, and Reciprocity in Economic Transaction Processes,” Journal of American Academy of Business, 7 (1), 338-353.
Nunnally, Jum C. (1978), Psychometric Theory, 2nd ed. New York: McGraw-Hill.
Olshavsky, Richard W. (1979), “Task Complexity and Contingent Processing in Decision Making: A Replication and Extension,” Organizational Behavior and Human Performance, 24 (3), 300-316.
——— and Michael Smith (1980), “Taxonomy of Brand Choice Environments,” In Proceedings of the 88th Annual Convention of the American Psychological Association (Division 23), Washington, DC: American Psychological Association, 145-154.
Olson, Eric M., Orville C. Walker, Jr., and Robert W. Ruekert (1995), “Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness,” Journal of Marketing, 59 (1), 48-62.
Orlikowski, Wanda J. (1992), “Learning from Notes: Organizational Issues in Groupware Implementation,” Proceedings of the 1992 ACM conference on Computer-supported cooperative work, 362-369.
——— (2000), “Using Technology and Constituting Structures: A Practice Lens for Studying Technology in Organizations,” Organization Science, 11 (4), 404-428.
Paquette, Laurence and Thomas Kida (1988), “The Effect of Decision Strategy and Task Complexity on Decision Performance,” Organizational Behavior and Human Decision Processes, 41 (1), 128-142.
Payne, John W. (1976), “Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis,” Organizational Behavior and Human Performance, 16 (2), 366-387.
Price, Linda L. and Lawrence F. Feick (1984), “The Role of Interpersonal Sources in External Search: An Informational Perspective,” Advances of Consumer Research, 11 (1), 250-255.
———, ———, and Audrey Guskey (1995), “Everyday Market Helping Behavior,” Journal of Public Policy & Marketing, 14 (2), 255-266.
———, ———, and Robin A. Higie (1987), “Information Sensitive Consumers and Market Information,” Journal of Consumer Affairs, 21 (2), 328-341.
Rabin, Matthew (1993), “Incorporating Fairness into Game Theory and Economics,” American Economic Review, 83 (5), 1281-1302.
Reingen, Peter H. and Jerome B. Kernan (1986), “Analysis of Referral Networks in Marketing: Methods and Illustration,” Journal of Marketing Research, 23 (4), 370-378.
Richins, Marsha L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (1), 68-78.
——— (1984), “Word of Mouth Communication as Negative Information,” Advances in Consumer Research, 11 (1), 697-702.
——— and Peter H. Bloch (1986), “After the New Wears Off: The Temporal Context of Product Involvement,” Journal of Consumer Research, 13 (2), 280-285.
——— and Teri Root-Shaffer (1988), “The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit,” Advances in Consumer Research, 15 (1), 32-36.
Richmond, Virginia P. (1977), “The Relationship between Opinion Leadership and Information Acquisition,” Human Communication Research, 4 (1), 38-43.
Rothschild, Michael L. (1979), “Advertising Strategies for High and Low Involvement Situations,” In Attitude Research Plays for High Stakes, John C.
Maloney and Bernard Silverman, eds. American Marketing Association Proceedings Series, 74-93.
Schwab, Donald P. and L. L. Cummings (1976), “A Theoretical Analysis of the Impact of Task Scope on Employee Performance,” Academy of Management Review, 1 (2), 23-35.
Sherif, Muzafer and Carolyn W. Sherif (1967), Attitude, Ego Involvement and Change, Westport, CT: Greenwood Press.
Slama, Mark E. and Armen Tashchian (1985), “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement,” Journal of Marketing, 49 (1), 72-82.
Stauss, Bernd (2000), “Using New Media for Customer Interaction: A Challenge for Relationship Marketing,” In Relationship Marketing, T. Hennig-Thurau and U. Hansen, eds. Berlin: Springer, 233-253.
Sundaram, D. S., Kaushik Mitra, and Cynthia Webster (1998), “Word-of-Mouth Communications: A Motivational Analysis,” Advances in Consumer Research, 25 (1), 527-531.
Swait, Joffre and Wiktor Adamowicz (2001), “The Influence of Task Complexity on Consumer Choice: A Latent Class Model of Decision Strategy Switching,” Journal of Consumer Research, 28 (1), 135-148.
Swan, John E. and Richard L. Oliver (1989), “Postpurchase Communications by Consumers,” Journal of Retailing, 65 (4), 516-533.
Taylor, M. Susan (1981), “The Motivational Effects of Task Challenge: A Laboratory Investigation,” Organizational Behavior and Human Performance, 27 (2), 255-278.
Thorelli, Hans B. (1971), “Concentration of Information Power Among Consumers,” Journal of Marketing Research, 8 (4), 427-432.
Traylor, Mark B. and W. Benoy Joseph (1984), “Measuring Consumer Involvement in Products: Developing a General Scale,” Psychology and Marketing, 1 (2), 65-77.
Tyebjee, Tyzoon T. (1979), “Response Time, Conflict, and Involvement in Brand Choice,” Journal of Consumer Research, 6 (3), 295-304.
Udell, Jon G. (1966), “Prepurchase Behavior of Buyers of Small Electrical Appliances,” Journal of Marketing, 30 (4), 50-52.
Van Trijp, Hans C. M., Wayne D. Hoyer, and J. Jeffrey Inman (1996), “Why Switch? Product Category-Level Explanations for True Variety-Seeking Behavior,” Journal of Marketing Research, 33 (3), 281-292.
Voss, Philip, Jr. (1984), “Status Shifts to Peer Influence,” Advertising Age, (May 17), M-10.
Wasko, M. McLure and S. Faraj (2000), “It is what one does: why people participate and help others in electronic communities of practice,” Journal of Strategic Information Systems, 9 (2-3), 155-173.
Wood, Robert E. (1986), “Task Complexity: Definition of the Construct,” Organizational Behavior and Human Performance, 37 (1), 60-82.
Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12 (3), 341-352.
——— (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, 23 (4), 59-70.

指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2007-7-12

推文