以雙因子理論的觀點探討正負網路評論的有效性

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姓名

張岳閔(Yueh-Min Chang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

以雙因子理論的觀點探討正負網路評論的有效性
(The effectiveness of online review-the perspective of two-factor theory)

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摘要(中)

過去學者研究網路評論與消費者的關係的時候，常常探討的是消費者的涉入程度跟消費者的專家程度。故本研究希望藉由雙因子理論來探討產品屬性對消費者不同程度的重要會如何影響正負網路評論的有效性，同時也希望了解不同產品類別是否負面偏誤效果會有差距。研究結果指出，雙因子能夠部分調節負面偏誤的效果。而不同的產品類型的負面偏誤是沒有差距的。

摘要(英)

Prior studies in online review about the relationship between online review and consumer usually focused on consumer′s involvement and expertise. This research will use the two-factor theory to study the different importance of different product attribute, and how the different importance influence the effectiveness of online review. At the same time, this research try to find out which product type has greater effect of negativity bias than the another. As a result, this research finds out that two-factor partially moderate the effect of negativity bias. And there′s no distance between the two product type on the effect of negativity bias.

關鍵字(中)

★ 雙因子理論
★ 負面偏誤
★ 網路評論

關鍵字(英)

論文目次

表目錄 II
圖目錄 III
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 2
第二章文獻探討 4
2.1口碑 4
2.2網路評論、評論有效性與負面偏誤 5
2.3網路評論與產品類別 6
2.4雙因子理論 7
第三章研究方法 9
3.1研究架構 9
3.2研究假設 10
3.3實驗設計 11
3.4實驗前測與問卷設計 13
3.5研究工具 16
第四章研究結果 17
4.1有效樣本之敘述型統計分析 17
4.2有效樣本之信效度分析 19
4.3結構方程式之驗證 20
第五章結論及建議 23
5.1研究結論 23
5.2研究貢獻與管理意涵 24
5.3研究限制及建議 25
參考文獻 26
附錄一網路評論表 29
附錄二研究正式問卷 32

參考文獻

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指導教授

陳炫碩

審核日期

2016-7-11

推文