網路口碑對消費者購買決策影響之探討

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林彥宏(Yen-Hong Lin) 查詢紙本館藏

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論文名稱

網路口碑對消費者購買決策影響之探討
(The Influence of e-WOM on Consumer Purchase Decision)

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摘要(中)

口碑資訊於消費者購買決策的制定上常佔有舉足輕重的影
響力，不僅常被視為是最重要的資訊來源，且較其他資訊
來源具有更強的說服力。然而，網際網路的出現與發展，
不僅顛覆了過去的傳統商業經營模式，也使得消費者搜尋
產品相關資訊的方法發生改變，且對於影響消費者購買決
策深遠的口碑溝通也提供一種全新的途徑。在傳統口碑文
獻中，一些變數如口碑資訊搜尋程度、訊息來源的相似性
、聯繫強度、知覺風險與產品的偏好異質性，對於口碑說
服效果的影響已被大多數的研究所證實，但在網際網路的
背景之下，其間關係仍有待進一步釐清與驗證。
因此，本研究以Bansal & Voyer（2000）所提出的傳統口
碑程序模型為基礎，將其延伸至網際網路的背景之下，探
討非人際關係力量（接收者的專業程度、接收者的知覺風
險、傳遞者的專業程度）、人際關係力量（傳遞者與接收
者間的聯繫強度、接收者的網路口碑搜尋程度），以及人
際關係力量與非人際關係力量間的互動效果，對網路口碑
接收者購買決策的影響。
本研究以網際網路使用者為研究對象，同時透過實體問卷
與網路問卷的方式進行，共回收235份問卷，而有效問卷
計有187 份。於模型驗證部份，本研究係以LISREL來分析
其路徑關係並進行模型配適度的檢驗，得到的實證結果如
下：
1.網路口碑搜尋程度對於網路口碑說服效果具有正向的影
響效果。
2.網路口碑傳遞者與接收者間的聯繫強度對於網路口碑說
服效果具有正向的影響，但對於網路口碑搜尋程度並無顯
著的影響。
3.傳遞者專業程度對於網路口碑說服效果存在顯著的正向
影響效果，且會透過網路口碑搜尋程度間接影響網路口碑
的說服效果。
4.接收者專業程度對於網路口碑搜尋程度、知覺風險與網
路口碑說服效果皆具有負向的影響，且會透過會透過網路
口碑搜尋程度間接影響網路口碑的說服效果。

關鍵字(中)

★ 知覺風險
★ 資訊搜尋
★ 聯繫強度
★ 口碑
★ 網路口碑

關鍵字(英)

★ Word-of-Mouth
★ e-WOM
★ information search
★ tie strength
★ perceived risk

論文目次

第壹章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第貳章文獻探討 4
第一節口碑 4
第二節網路口碑 15
第三節資訊搜尋 20
第四節知覺風險 25
第五節專業程度與聯繫強度 31
第參章研究方法 37
第一節研究架構 37
第二節研究假設 38
第三節變數定義與衡量 42
第四節研究設計 45
第五節研究前測 47
第肆章資料分析與結果 49
第一節樣本結構分析 49
第二節信度與效度分析 51
第三節線性結構方程式 54
第伍章結論與建議 66
第一節研究結論 66
第二節管理意涵 69
第三節研究限制與未來建議 71
參考文獻 74
附錄一：研究問卷 85

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指導教授

蔡明宏、李小梅
(Tsai, Ming-Hung、Li, Shau-Mei)

審核日期

2005-6-23

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