不同類型的社群媒體如何影響網路口碑可信度：以社群網站和部落格為例

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簡聖洺(Sheng-ming Chien) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

不同類型的社群媒體如何影響網路口碑可信度：以社群網站和部落格為例

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摘要(中)

社群媒體的應用越來越流行，除了可以幫助消費者交流彼此的想法，也為企業和品牌帶來無限商機，因此，本研究想了解影響網路口碑可信度的主要因素。明確而言，在社會臨場感程度不同的社群媒體上，網路口碑訊息特性對網路口碑可信度的影響；以及涉入程度的不同時社會關係強度如何影響網路口碑可信度；最後進而探討對網路口碑可信度的重要性。本研究使用主要影響消費者購買決策的平台（部落格）以及目前最大的社群網站（臉書）來做比較和了解。
本研究採用實驗法，透過不同情境的模擬來了解訊息接收者如何評估網路口碑可信度，本實驗方法採用2 (訊息正負性：正面／負面) × 2 (訊息面向性：單/雙面) × 2 (社群媒體：部落格／臉書) × 2 (關係強度：高／低) × 2 (涉入程度：高／低) 受試者間實驗設計，其中涉入程度由衡量而來，並選擇以經驗性產品的評論來觀察。最後本研究結果為：訊息的負面口碑比正面口碑影響大，雙向的網路口碑評論有較高的網路口碑可信度，以及社群網站比部落格有較高的網路口碑可信度，且在訊息正負性與網路口碑可信度的關係中有調節效果，而關係強度對網路口碑可信度有正向效果。

摘要(英)

The application of social media has become popular; in addition to helping consumers exchange opinions and improve communications, it also brings businesses and brands unlimited business opportunities. Therefore, this study is to understand the factors that influence eWOM credibility. Specifically, this study explores the influence of messages from different social media with different levels of social presence, and the influence of tie strength in different involvement levels. Finally, the importance of the eWOM credibility is discussed. This study uses the blog and Facebook for comparison and to understand their impacts.
This research model is tested to understand how recipients evaluate the eWOM credibility. We conducted a 2 (valence: positive/negative) × 2 (sidedness: two-sided/one-sided) × 2 (social media: Blog/Facebook) × 2 (tie strength: strong/weak) × 2 (involvement: high/low) between-subjects experiment design and measured the level of involvement. The results show that negative eWOM message and two-sided eWOM message produce higher eWOM credibility; messages from Facebook have the higher eWOM credibility than those from the Blog; moreover, social media will moderate the influence of message valence on the eWOM credibility. The greater tie strength between the sender and the receiver brings the higher eWOM credibility. Finally, this research provides some managerial implications and directions for further research.

關鍵字(中)

★ 社群媒體
★ 社會臨場感
★ 涉入程度
★ 關係強度
★ 網路口碑可信度

關鍵字(英)

★ Social media
★ social presence
★ involvement
★ tie strength
★ eWOM credibility

論文目次

摘要 i
Abstract ii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景 1
1-2 研究動機 2
1-3 研究目的 5
二、文獻探討 6
2-1 網路口碑可信度 6
2-2 網路口碑訊息 8
2-2-1 訊息正負性 9
2-2-2 訊息面向 11
2-3 社群媒體 13
2-4 關係強度 15
2-5 涉入程度 17
三、研究方法 20
3-1 研究架構 20
3-2 研究設計 20
3-3 變數定義與衡量 22
四、資料分析 25
4-1 樣本結構 25
4-2 信度及效度分析 26
4-3 操弄檢定 27
4-4 假說檢驗 29
五、結論與建議 32
5-1 研究結論 32
5-2 管理意涵 35
5-3 研究限制與未來方向 38
六、參考文獻 39

參考文獻

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2013-6-28

推文