消費者對網路口碑信任之研究－以婚禮相關行業為例

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陳泓穎(Hung-Ying Chen) 查詢紙本館藏

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資訊管理學系在職專班

論文名稱

消費者對網路口碑信任之研究－以婚禮相關行業為例

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摘要(中)

消費者傳遞口碑的真正動機不是因為利益，而是人與人互動下的資訊價值。消費者會以推薦商品、對劣質產品發出警告、提出新的資訊、教育彼此、分享經驗等方式來發表口碑，這些行為都是在自然的情況下發生並且是自主性的。因此，當消費者接收到口碑時會認為這是真實的資訊而有信任感。另外，當消費者因為別人的分享而得到幫助時，也因為「回饋與模仿」，而有下次分享的動機。而婚禮行業可說是隨著台灣工業化及後工業化的進程所誕生的文化產業，加上近年來社群軟體的興起，舉行婚禮可說是新人自己與親朋好友間的人生大事，在購買婚禮相關產品時必定是慎重的考慮。本研究的目的以婚禮相關行業為範圍，探討網路口碑傳遞者、接收者的背景，以及中間會有何種因素影響對網路口碑的信任，進而產生是否購買的意圖。本研究深入探討消費者對網路口碑信任的原因，提供企業研擬行銷策略參考，針對婚禮屬一次性消費或服務產業，可以有更精準的銷售策略。並從中瞭解如何傳遞網路口碑才能達到精準投放的效果，打動目標客戶群的心。
本研究係將Bansal & Voyer (2000)的傳統口碑程序模型延伸至網際網路的背景之下，探討婚禮相關行業產品網路口碑的信任因素，包括：傳遞者的專業程度、接收者的專業程度、接收者網路口碑的搜尋程度、接收者的知覺風險，信賴網路的推薦程度對購買意圖的影響。
本研究以網際網路使用者為研究對象，並限制研究對象為結婚三年內或一年內準備結婚者，透過Google表單系統發放網路問卷，共回收240份問卷，有效問卷計233份。使用偏最小平方法(Partial Least Square, PLS)來分析結構模型，得到的實證結果如下：
1.網路口碑傳遞者的專業程度越高，則其傳遞的網路口碑資訊對於接收者網路口碑的信任程度影響會越大。
2.信賴網路的推薦程度越高，接收者對網路口碑的信任程度越高。
3.接收者的網路口碑搜尋程度越大，則對網路口碑的信任程度越高。
4.接收者的知覺風險越大，其網路口碑搜尋程度則越大。

摘要(英)

Nowadays, electronic word-of-mouth (eWOM) is one of the most appropriate and applicable way to advertise. Consumer receives eWOM from official websites, bulletin board system (BBS), Facebook and everywhere on the internet. Trust of eWOM is affected by numerous factors which resulted different reactions. The market size of wedding related industry is about 100 billion NT in 2009. This research reviewed related literature in order to discuss what is the reason that consumer trust the eWOM of wedding products. And expected the conclusions can provide the recommendation of sale strategy for the wedding industry.
This research is based on the structure of Bansal & Voyer (2000), and the main purpose is to explore the impact of eWOM on consumer trust through the traditional word of mouth program, including three independent variables, "communicator′s professional level ", " receiver′s professional level "and" trustworthy network recommendation level "; two mediator variables, "search level of eWOM" and "receiver′s perceived risk"; and the dependent variable" receiver′s trust level and purchase intention of eWOM".
This research was conducted by internet users who had married for three years or will marry in one year. A total of 240 questionnaires and 233 valid questionnaires were collected by the Google Forms system. The structural model is analyzed by Partial Least Square (PLS), and the empirical results as follows:
1. Communicator′s professional level has a positive relationship with receiver′s trust level.
2. Trustworthy network recommendation level has a positive relationship with receiver′s trust level.
3. Search level of eWOM has a positive relationship with receiver′s trust level.
4. Receiver′s perceived risk has a positive relationship with the search level of eWOM.

關鍵字(中)

★ 網路口碑
★ 婚禮行業
★ 資訊搜尋
★ 知覺風險
★ 購買意圖

關鍵字(英)

★ eWOM
★ Wedding Industry
★ Information Search
★ Perceived Risk
★ Purchase Intention

論文目次

摘要 i
Abstract iii
誌謝 iv
目錄 v
圖目錄 vi
表目錄 vii
第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的 3
第二章文獻探討 4
第一節網路口碑 4
第二節資訊搜尋 10
第三節知覺風險 15
第四節口碑信任與購買意圖 17
第五節婚禮相關行業 18
第三章研究架構與方法 22
第一節研究架構 22
第二節研究假說 23
第三節變數定義與衡量 25
第四節研究設計 29
第五節研究前測 31
第四章資料分析與結果 38
第一節樣本結構分析 38
第二節信效度分析 41
第三節結構方程模型分析與假說檢定 46
第五章結論與建議 50
第一節研究結論 50
第二節管理意涵 52
第三節研究限制與未來建議 54
參考文獻 57
附錄、研究問卷 65

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指導教授

李小梅

審核日期

2017-7-7

推文