資訊來源之信任與品質對於購買傾向之影響

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姓名

蔡仲容(Chung-Jung Tsai) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

資訊來源之信任與品質對於購買傾向之影響
(The Effect of Trust and Quality of Information Source on Consumer Purchasing Intention)

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摘要(中)

本研究探討在現代資訊多元化的環境中，資訊來源之信任與資訊品質對購買傾向的影響力，同時試圖研究消費者之涉入程度是否會在資訊來源信任與資訊品質對購買傾向的影響產生調節作用。

本研究採用相關分析及迴歸分析驗證變數間的相關性，並透過階層迴歸分析驗證涉入程度的調節效果。本研究有三項主要發現：（1）對資訊來源信任會正向影響消費者的購買傾向；（2）資訊品質會正向影響消費者的購買傾向；（3）當資訊來源為網路來源或行銷控制來源時，涉入在資訊來源信任對消費者購買傾向的影響中有正向的調節效果，而在資訊品質對消費者購買傾向的影響中有負向的調節效果。

摘要(英)

This research is focusing on how the consumers will trust the information and how good the quality of information is from various information sources buying the smartphone product in this modern, fast-developed society. We would like to know how they will impact on the purchasing intentions. Simultaneously, we also try to analyze whether the levels of involvement has moderating effects among the trust in information ,the quality of information, and consumers’ purchasing intentions.

This research takes correlation analysis, regression, and hierarchical regression to verify the relation and moderating effect of variables. This research produce three major finding: (1) the trust of information sources has a positive effect in consumers’ purchasing intention, (2) the quality of information from information sources has a positive effect on consumers’ purchasing intention, and (3) involvement has a positive moderating effect between trust of information source and consumers’ purchasing intention ,but involvement has a negative moderating effect between inflation quality and consumers’ purchasing intention when the information source is netizen or clerk.

關鍵字(中)

★ 資訊搜尋
★ 信任
★ 資訊品質
★ 涉入
★ 購買傾向

關鍵字(英)

★ Information search
★ Trust
★ Quality of information
★ Involvement
★ Purchasing intention

論文目次

摘要 i

Abstract ii

致謝 iii

目錄 iv

圖目錄 vi

表目錄 vii

第一章緒論 1

1-1研究背景與動機 1

1-2研究動機 4

1-3研究流程 5

第二章文獻探討 7

2-1 購買傾向（purchase intention） 7

2-2 資訊來源（information source） 9

2-3 信任（trust） 11

2-4 資訊品質（information quality） 14

2-5 涉入（involvement） 16

第三章研究方法 20

3-1 研究架構 20

3-2 研究對象 20

3-3 研究工具 21

3-4 研究步驟 22

第四章研究結果 25

4-1 樣本描述性統計 25

4-2量表描述性統計 27

4-3 信度分析 33

4-4效度分析 34

4-5相關分析 35

4-6迴歸分析 38

4-7階層迴歸分析 40

第五章討論與建議 44

5-1 研究討論 44

5-2 管理意涵 46

5-3研究限制與未來建議 47

5-4 研究結論 48

參考文獻 50

附錄：研究問卷 57

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2015-8-28

推文