English  |  正體中文  |  简体中文  |  Items with full text/Total items : 43312/67235
Visitors : 2107638      Online Users : 12
RC Version 5.0 © Powered By DSPACE, MIT. Enhanced by NTU/NCHU Library IR team.

Please use this identifier to cite or link to this item: http://nchuir.lib.nchu.edu.tw/handle/309270000/152751

標題: 網路口碑可信度的前置因素與結果之研究
A Study of Antecedents and Consequences of eWOM Reliability.
作者: 蔡瑩儒
TSAI, YING RU
Contributors: 郭如秀
KUO-JU HSIU
企業管理學系所
關鍵字: 網路口碑;傳播者專業性;傳播者經驗;共識性;行為意圖
Electronic Word-of-Mouth;Communicators Professional;Communicators Experience;Censuses;Behavior Intention
日期: 2012
Issue Date: 2013-11-18 11:17:48 (UTC+8)
Publisher: 企業管理學系所
摘要: 隨著網路傳播媒介的發展,「口碑」變成不只是存在人際間的流傳,而是將顧客的意見藉由網路空間傳播。本研究以美食餐廳為例,旨在探討網路之傳播者專業性、經驗、共識性與關係強度對於口碑可信度之影響;網路口碑可信度對消費者意圖之影響;口碑訊息可信度對於網路口碑與消費者行為意圖之中介效果;不同消費者人口變數及消費者的消費與網路使用習慣對於網路口碑的差異性。
其研究結果顯示,傳播者專業性、傳播者親身經驗、共識性對於口碑訊息可信度具有顯著影響;口碑訊息可信度對於購買意圖、推薦意圖及轉換意圖皆有影響;口碑訊息的可信度對於傳播者專業性、傳播者,經驗及共識性和行為意圖之購買意圖、推薦意圖及轉換意圖的影響皆具有顯著中介效果;及不同消費者人口變數及消費者的消費與網路使用習慣對網路口碑會具有部份顯著差異。
With the development of the Internet media, "word of mouth" not just becomes the existence of inter-handed, but spread the opinions of the customer by cyberspace. Firms shoulk know how online word of mouth influences consumers to contact and communicate with them effectively and efficiently and trigger their purchase intentions.
In this study, take Taiwan’s gourmet restaurant for an example. The purpose is to explore that communicators professional, experience, censuses and tie strength in the network to the electronic word-of-mouth (eWOM) influence;the influence of eWOM Reliability to that purchase intention, recommendation intention and switch intention;We investigate the effects of mediator on eWOM Reliability between communicators professional and costomers’ behavior intention. And find the relationship communicators professional will effect costomers’ behavior intention directily and indirectly;We investigate the effects of mediator on eWOM Reliability between experience and costomers’ behavior intention. And find the relationship experience will effect costomers’ behavior intention directily and indirectly;We investigate the effects of mediator on eWOM Reliability between censuses and costomers’ behavior intention. And find the relationship censuses will effect costomers’ behavior intention directily and indirectly.
The people who had has online experience were the target of the survey for this study. 684 questionnaires were collected and 639 ones were effective. The validity and reliability analyses show satisfactory effectiveness, consistency and stableness about the measurnment of research variables. The results of the research are summarized as follow:
1. Other than tie strength, communicators professional, experience, and censuses all have significant influence on eWOM.
2. EWOM Reliability have significant influence on purchase intention, recommendation intention and switch intention.
3.We investigate the effects of mediator on eWOM Reliability between communicators professional and costomers’ behavior intention. And find the relationship communicators professional will effect costomers’ behavior intention directily and indirectly.
4. We investigate the effects of mediator on eWOM Reliability between experience and costomers’ behavior intention. And find the relationship experience will effect costomers’ behavior intention directily and indirectly.
5. We investigate the effects of mediator on eWOM Reliability between censuses and costomers’ behavior intention. And find the relationship censuses will effect costomers’ behavior intention directily and indirectly.
Appears in Collections:[依資料類型分類] 碩博士論文

Files in This Item:

File SizeFormat
index.html0KbHTML182View/Open


 


學術資源

著作權聲明

本網站為收錄中興大學學術著作及學術產出,已積極向著作權人取得全文授權,並盡力防止侵害著作權人之權益。如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員,將盡速為您處理。

本網站之數位內容為國立中興大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用。

聯絡網站維護人員:wyhuang@nchu.edu.tw,04-22840290 # 412。

DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU/NCHU Library IR team Copyright ©   - Feedback