博碩士論文 105421023 完整後設資料紀錄

DC 欄位	值	語言
DC.contributor	企業管理學系	zh_TW
DC.creator	林詠琪	zh_TW
DC.creator	Yung-Chi Lin	en_US
dc.date.accessioned	2018-6-20T07:39:07Z
dc.date.available	2018-6-20T07:39:07Z
dc.date.issued	2018
dc.identifier.uri	http://ir.lib.ncu.edu.tw:444/thesis/view_etd.asp?URN=105421023
dc.contributor.department	企業管理學系	zh_TW
DC.description	國立中央大學	zh_TW
DC.description	National Central University	en_US
dc.description.abstract	現今網路購物非常盛行，而在觀看消費評論時，時常能看見表情符號充斥於評論中，且使用方式非常多元，本研究欲討論表情符號在消費評論上所帶來的影響，以有無表情符號、表情符號系統、有無無意義語句、表情符號表情誇張程度、表情符號數量及事件動機做為自變數，並研究在不同的訊息類別(正/中/負評)情境下，是否有不同的影響效果。本研究以實驗研究法設計五個實驗，並以大學生和研究生為研究對象，探討其中的主效果及交互作用。其主要的研究結果如下︰ 1. 證實在消費評論中，正評顯著大於中評與負評，但中評與負評對可信度、產品評價、購買意願、推薦意願及願付價格則無差異。 2. 證實表情符號的添加主要在負面評論中有顯著影響，會使可信度增加，但降低了對產品的評價、購買意願、推薦意願及願付價格。 3. 證實使用三星系統或蘋果系統的表情符號在評論中不會有顯著影響。 4. 證實無意義語句的添加主要在負面評論中有顯著影響，會提升對產品的評價、購買意願及願付價格。 5. 證實表情符號表情誇張程度的效果主要在負面評論中有顯著影響，添加表情誇張程度高的負面表情符號比添加誇張程度低的負面表情符號對產品的評價更好，且提升購買意願、推薦意願及願付價格。 6. 證實添加表情符號數量的多寡對可信度、產品評價、購買意願及推薦意願皆沒有顯著影響，但在願付價格中則有顯著影響，中性評論中，添加多個表情符號會有更佳的願付價格；在負面評論中，添加單個表情符號會比添加多個表情符號有更佳的願付價格。 7. 證實在正式的消費動機事件中，消費者會更關注於穿著正式服裝的評論者所下的評論內容。	zh_TW
dc.description.abstract	Online shopping is very popular nowadays. When viewing consumer reviews, emoji are often seen in reviews and are used in a variety of ways. This study is intended to discuss the effects of emoji in consumer reviews, and study whether different ratings (positive/neutral/negative) comments have different effects. The research designed five experiments with experimental research methods, and studied the main effects and interactions. The main research results are as follows: 1. In the consumer review, the positive reviews are significantly better than the neutral and negative reviews, but the neutral and negative reviews have no difference in the credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay. 2. The addition of emoji have a significant impact on negative reviews, which increases the credibility, but lower the evaluation of the product, the willingness to purchase, the willingness to recommend, and the willingness to pay. 3. The emoji used by the Samsung system or the Apple system do not have a significant influence on the comments. 4. The addition of meaningless sentences has a significant impact on negative reviews, which will increase the evaluation of the product, the willingness to buy, and the willingness to pay. 5. The effect of exaggeration of emoji expression mainly has a significant impact on negative reviews. Adding a negative emoji with a high degree of exaggeration is better than adding a negative emoji with a low degree of exaggeration. It also improves the willingness to purchase, the willingness to recommend and the willingness to pay. 6. The difference in the number of added emojis had no significant effect on credibility, product evaluation, purchase intention, and willingness to recommend, but there was a significant impact on the willingness to pay. In neutral reviews, adding multiple emoji will have a better price to pay. In the negative comments, adding a single emoji will have a better price to pay. 7. In formal consumer motivation events, consumers will pay more attention to commenters who dress in formal clothing have commented on.	en_US
DC.subject	消費評論	zh_TW
DC.subject	電子口碑	zh_TW
DC.subject	表情符號	zh_TW
DC.subject	無意義字句	zh_TW
DC.subject	可信度	zh_TW
DC.subject	評價	zh_TW
DC.subject	購買意願	zh_TW
DC.subject	推薦意願	zh_TW
DC.subject	願付價格	zh_TW
DC.subject	consumer reviews	en_US
DC.subject	electronic word-of-mouth	en_US
DC.subject	emoji	en_US
DC.subject	meaningless sentences	en_US
DC.subject	credibility	en_US
DC.subject	product evaluation	en_US
DC.subject	purchase intent	en_US
DC.subject	willingness to recommend	en_US
DC.subject	willingness to pay	en_US
DC.title	表情符號在消費評論中對可信度、產品評價、購買意願、推薦意願與願付價格之影響	zh_TW
dc.language.iso	zh-TW	zh-TW
DC.title	The influence of emoji in consumer reviews on credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay	en_US
DC.type	博碩士論文	zh_TW
DC.type	thesis	en_US
DC.publisher	National Central University	en_US