情緒化口碑影響消費者之團購意圖與推薦意圖之探討

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鄭玟琪(Wen-chi Cheng) 查詢紙本館藏

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論文名稱

情緒化口碑影響消費者之團購意圖與推薦意圖之探討
(Emotion and word-of-mouth influence consumer’s intention of group-buying and recommendation)

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摘要(中)

隨著電子商務日漸成熟，使用者透過網路來完成生活瑣事，如購物、娛樂、社交活動等。近年來，以「團購」(Group buying)這類型的購物方式之交易量逐年成長，消費者參與團購的比例也於2013年達到46.80%，平均每二人就有一人有過參加團購活動的經驗，由此可知團購的風潮愈來愈盛行，故本研究以團購為研究背景，深入探討消費者對團購活動的信任程度及後續行為。
　　本研究透過閱讀相關文獻回顧以發展本研究之研究架構與假說，主要探討口碑(Word of mouth)與消費者參與團購活動之間的關係。在團購活動中，以「團購商品」及「主購者」兩者最為重要。「團購商品」為團購活動所要集體購買的產品或服務；而該團購活動的發起人則被稱為「主購」，來負責與賣家的接洽（如總訂單數、總金額等），及與其他參與該團購活動的「團員」確認訂單細節（如個人訂購數量、金額、運費等）。本研究之研究方法採用實驗法，實驗過程中以紙本問卷作為填答的媒介，透過實驗操弄，探討「產品口碑」及「主購口碑」是否會正向影響消費者對於產品及主購的信任程度，並嘗試以「口碑的情緒表達方式」做為口碑與信任之間的調節變數，檢驗口碑與情緒是否具有交互作用；而後進一步探討消費者的產品信任程度及主購信任程度對其後續行為的影響，如參與團購意圖與推薦意圖。
　　實驗結果顯示「產品口碑」及「主購口碑」會正向影響消費者對產品及主購的信任程度；而「產品/主購口碑」與「口碑的情緒表達方式」之間亦具有交互作用；當消費者對產品及主購的信任程度愈高時，其參與團購活動及推薦該團購活動的意圖也愈高。最後，本研究依實驗結果提出實務建議，認為團購業者應重視消費者在網路上所發表的消費評論，並適當的給予回應；業者亦可收集與該產品相關且富涵情緒性的消費者評價，並將這些口碑評論做為廣告以提升其他消費者的購買意願。

摘要(英)

Online users complete the trivia over the network such as shopping, entertainment and social activities as e-commerce becomes matures. The volume transaction of online group buying is growing these years, and the proportion of consumers to participate in this activities reached 46.80% in 2013. This study investigated the consumers’ trust and subsequent behavior under the background of online group-buying.
　　This study discussed the connection among word-of-mouth (WOM), trust, participation in group-buying and intention to recommend. “Goods” and “initiator” are two important roles in a group-buying activity. “Goods” means the merchandise that buyers want to buy in a group-buying activity. “Initiator” is the person who initiated this activity, who is not only responsible to contact with the seller for the sum of orders, total cost, also contacting other buyers in the group for personal order quantity, amount, shipping, and so on. This study explore whether the “product WOM” and “initiator WOM” will positively influence consumers’ trust with experimental methods in this research. This study try to test whether the “WOM” and “emotion” have the interaction through using “emotion” as the moderator between WOM and trust. Then explore how the degree of consumer’ trust influences their subsequent behavior, such as the intention of participation in group-buying and recommendation.
　　The results show that the “product WOM” and “initiator WOM” will positively affect the consumers’ trust on products and initiator, and existing interactions between “WOM” and “emotional”. When the level of consumers’ trust on products and initiator become higher, the intention of participation in a group-buying activity and recommending the activity is also higher simultaneously. Finally, this study proposed the managerial implications based on the experimental results. First, group-buying industry should pay attention to consumers’ reviews on the Internet and give appropriate responses. Also, these related units can collect the product assessments regard the emotion, and used these comments as the advertisement to increase consumers’ willingness to join the group-buying activity.

關鍵字(中)

★ 口碑
★ 情緒
★ 信任
★ 購買意圖
★ 推薦意圖

關鍵字(英)

★ Word-of-mouth
★ Emotion
★ Trust
★ Group-buying

論文目次

中文摘要...................................i
Abstract.................................ii
誌謝辭....................................iv
目錄......................................v
圖目錄....................................vi
表目錄....................................vii
第一章緒論.............................1
　　第一節研究背景與動機..................1
　　第二節研究目的.......................2
　　第三節研究流程.......................3
第二章文獻探討..........................5
　　第一節網路團購.......................5
　　第二節口碑..........................12
　　第三節信任..........................18
　　第四節情緒..........................23
　　第五節消費者行為.....................27
第三章研究方法..........................30
　　第一節研究架構.......................30
　　第二節研究假說.......................31
　　第三節變數定義與衡量..................34
　　第四節研究設計.......................37
第四章資料分析與結果.....................44
　　第一節前測分析.......................44
　　第二節正式實驗樣本之結構分析............58
　　第三節信度與效度結構分析...............62
　　第四節假說檢定.......................66
　　第五節延伸探討.......................74
第五章結論..............................78
　　第一節研究結論.......................78
　　第二節管理意涵.......................80
　　第三節研究限制.......................81
　　第四節後續研究建議....................83
參考文獻...................................84
附錄一.....................................89
附錄二.....................................96
附錄三.....................................103
附錄四.....................................110

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指導教授

李小梅(Shau-mei Li)

審核日期

2013-7-3

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