政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29914
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113303/144284 (79%)
Visitors : 50810301      Online Users : 697
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29914


    Title: 以認知性與情緒性因素探討網路口碑對消費者決策之影響
    Authors: 林原申
    Contributors: 賴士葆
    林宏遠
    林原申
    Keywords: 網路口碑
    資訊搜尋
    專業程度
    知覺風險
    情緒性因素
    購買意圖
    Date: 2007
    Issue Date: 2009-09-11 16:51:15 (UTC+8)
    Abstract: 口碑對於消費者在做購買決策時扮演重要的角色，根據研究，口碑不僅是獲得產品相關資訊的重要來源之一，而且在消費者做決策時，口碑訊息也是重要的決定性因素。而在網際網路出現之後，口碑傳播的方式從原來的口耳相傳，演變到現在的網路傳播，而由於網際網路的持久性，以及多對多的性質，使得網際網路成為口碑傳播最有效、最便利的管道。

    口碑傳播的傳統研究中，有許多的變數被證實為影響口碑傳播的重要變數，例如傳播者的專業、口碑接受者的專業、知覺風險、主動搜尋口碑的程度、聯繫強度等等，都是重要的要素。但是近年來的研究也顯示，口碑傳播的過程中，屬於感性層面的情緒性變數也會強力的影響到口碑傳播的效果。

    因此，本研究以Bansal & Voyer（2000）所提出的傳統口碑程序模型為基礎，加上以Soderlund and Rosengren（2007）所提出之情緒性口碑傳遞模型為基礎的情緒性口碑傳遞模型後，經過修改提出本研究之架構。本研究設計了一個正面口碑實驗與一個負面口碑的實驗，希望能夠了解在網路環境下，認知性要素與情緒性要素是如何影響網路口碑的傳播效果，以及消費者的決策。

    本研究使用實體以及網路問卷的方式，共回收正面口碑實驗265有效樣本，負面口碑實驗289有效樣本。並以AMOS進行模型結構方程式的驗證，得到實證結果如下：

    1. 口碑傳播者的專業會對口碑效果以及口碑接受者的主動搜尋程度有正向顯著影響。
    2. 口碑接受者的專業會對其所感受到的知覺風險有負向影響。
    3. 口碑接受者感受到的知覺風險和其主動搜尋程度有正向顯著相關。
    4. 口碑傳播者的專業、口碑接受者的主動搜尋程度會對口碑的影響力有正向顯著相關。
    5. 口碑傳遞者的情緒會影響到口碑接受者的情緒，且會讓口碑接受者的對產品的態度有顯著影響。
    6. 口碑接受者的情緒也會影響到其對於產品的態度。
    7. 口碑接受者對產品之態度會和其購買產品的意圖有正向顯著相關。
    Reference: 參考文獻
    一、中文文獻
    王遵智（2004），「網路口碑中個人專業與關係強度對購買決策的影響—以電子郵件為例」，國立台灣科技大學企業管理學系研究所碩士論文，未出版。
    吳明隆（2007），「結構方程模式AMOS的操作與應用(附光碟)」，五南出版社。
    邱建智（2003），「負面口碑訊息對於消費者購買決策影響之探討」，國立台灣科技大學管理研究所碩士論文，未出版。
    林彥宏（2005），「網路口碑對消費者購買決策影響之探討」，國立中央大學企業管理學研究所碩士論文，未出版。
    邱皓政（2004），「結構方程模式」，雙葉書廊。
    留淑芳（2003），「網路口耳相傳訊息特性及接受者行為特質對態度形成之影響」，國立台灣大學商學研究所碩士論文，未出版。
    陳怡靜（2006），「組織學習量表之建構—Huber之理論架構」，國立中正大學企業管理學系碩士論文，未出版。
    張競宇（2007），「網路口碑中個人專業與關係強度對購買決策的影響—以電子郵件為例」，國立台灣科技大學企業管理學系研究所碩士論文，未出版。
    二、英文文獻
    Alba, J.W. & J. W.Hutchinson,（1987）, ”Dimensions of Consumer Expertise”, Journal of Consumer Research, 13, pp. 411-454.
    Arndt, J.（1967）, ”Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research, Vol. 4, pp.291-295.
    Arndt, J.（1967）,Word of Mouth Advertising：A Review of the Literature, New York：Advertising Research Federation.
    Arndt, J.（1968）, ”Selective Process in Word-of-Mouth”, Journal of Advertising Research, Vol. 8, pp.19-22.
    Bagozzi, R.P., M.Gopinath, & P.U.Nyer, (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science 27 (2), 184–206.
    Bagozzi, R.P. & Y.Yi,（1988）, ”On the Evaluation of Structural Equation Models”, Academic of Marketing Science, 16, 1, pp. 74-94.
    Baird, I.S. & H.Thomas,（1985）” Toward a Contingency Model of Strategic Risk Taking” The Academy of Management Review, Vol. 10, No. 2 (Apr., 1985), pp. 230-243
    Bansal, H.S. & P.A.Voyer,（2000）, ”Word-of-Mouth Process Within a Service Purchase Decision Context”, Journal of Service Research, Vol.3, No. 2, pp.166-177.
    Beatty, S. & S.Smith,（1987）, “External Search Effort: An InvestigationAcross Several Product Categories”, Journal of Consumer Research,Vol.14, pp. 411-454.
    Bentler, P.M.（1990）, ”Comparative Fit Indices in Structural Models”, Psychological Bulletin, 107, pp. 238-246.
    Bettman, J.R.（1979）, An Information Processing Theory of Consumer Choice. Reading, MA：Addison-Wesley Publishing Company.
    Bickart B. & R.M.Schindler,（2001）, “Internet Forums as Influential Sources of Consumer Information”, Journal of Interactive Marketing, 15（3）, pp. 31-40.
    Bloch, P.H. & M.L. Richins,（1982）, “A theoretical model for the study of product importance perception”, Journal of Consumer Research, Vol. 47, pp. 69-81.
    Bone, P.F.（1995）, “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgment”, Journal of Business Research, 32, pp. 213-223.
    Bristor, J.M. （ 1990 ） , “Enhanced explanations of word of mouth communications：The power of relationships”, Research in Consumer Behavior, 4, pp. 51-83.
    Browne, M.W. & R.Cudeck,（1993）, ”Alternative Ways of Assessing Model Fit”, in Testing Structural Equation Models, K. A. bollen and J. S. Long, eds. Newbury Park, CA, Sage.
    Brown, J.J. & P.H.Reingen,（1987）, ”Social Ties and Word-of-Mouth Referral Behavior”, Journal of Consumer Research, Vol. 14（December）, pp. 350-362.
    Brucks M. (1985), "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, 12 (June), 1-16.
    Carmines, E. & J.MacIver (1981), Analyzing Models with Unobserved Variables: Analysis of Covariance Structures, In G. Bohmstedt and E. Borgatta (eds.), Social measurement: Current Issues, Beverly Hills, Calif: Sage.
    Chatterjee, P. (2001), “Online Reviews – Do Consumers Use Them?" ACR 2001 Proceedings, eds. M. C. Gilly and J. Myers-Levy, Provo, UT: Association for Consumer Research, 129-134.
    Cialdini, R.B., 1988. Influence: Science and Practice. HarperCollins, New York.
    Constant, D., L.Sproull, & S.Kiesler,（1996）”The Usefulness of Electronic Weak Ties for Technical Advice” Organization Science Vol.7. No.2（Mar-Apr., 1996）, pp. 119-135
    Cox, D. F.（1967）, Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press.
    Dodds, W.B., K.B.Monroe, & D.Grewal,（1991）” Effects of Price, Brand, and Store Information on Buyers` Product Evaluations” Journal of Marketing Research Vol. XXVIU (August 1991), 307-19
    Dowling, G. R. & R.Staelin,（1994）, “A model of perceived risk and intended risk-handling activity”, Journal of Consumer Research, Vol. 21, Iss.1, pp. 119-133.
    Duhan, D.F., S.D. Johnson, J.B. Wilcox & G.D. Harrell（1997）, ”Influences on Consumer Use of Word-of-Mouth Recommendation Sources”, Journal of the Academy of Marketing Science, Vol. 25, No. 4,pp. 283-295.
    Ellsworth, P.C. & C.A.Smith, 1988. Shades of joy: patterns of appraisal differentiating pleasant emotions. Cognition and Emotion 2 (4), 301–331.
    Engel, J.F., R.D.Blackwell, & P.W.Miniard,（2001）” Consumer Behavior, 9th Edition” South-Westen, Mason, Ohio.
    Fischer, C.S. 1977. Networks and places: Social relations in the urban setting. New York: The Free Press.
    Friestad, M. & P. Wright（1994）,”The persuasion-Knowledge Model: How People Cope with Persuasion Attemps,” Journal of Consumer Research, 21(June), 1-31
    Gelb, B.D. & S.Sundaram,（2002）” Adapting to “word of mouse”” Business Horizons, Volume 45, Issue 4, July-August 2002, Pages 21-25
    Gilly, M.C., J.L.Graham, M.F.Wolfinbarger, & L.J.Yale,（1998）, ”A Dyadic Study of Interpersonal Information Search”,Journal of the Academy of Marketing Science, 26, pp.83-100.
    Goldenberg, J., B.Libai, & E.Muller,（2001）, “Talk of the Network ： A Complex systems Look at the Underlying Process of Word-of-Mouth”, Marketing Letters, 12, 3, pp.211-223.
    Granovetter, M.S.（1973）, ”The Strength of Weak Ties”, American Journal of Sociology, 78, pp. 1360-1380.
    Gwinner, K.P., G.Walsh, & D.D.Gremler, （ 2004 ） , “Electronic word-of-mouth via consumer-opinion platforms：what motivates consumers to articulate themselves on the internet？”, Journal of Interactive Marketing, Vol. 18, No. 1, pp. 38-52.
    Hair, J.F., E.A.Rolph, L.T.Ronald, & C.B.William,（1995）, Multivariate Data Analysis, Englewood Cliffs, NJ, Prentice Hall.
    Herr, F.K., & J.Kim（1991）, “Effect of Word-of-Mouth and Product-Attribute Information on Persuasion：an Accessibility-Diagnostic Perspective,” Journal of Consumer Research, Vol. 17, pp.454-462.
    Holbrook, M.B. & E.C.Hirschman,（1982）” The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun” Journal of Consumer Research Vol. 9 ,January 1982
    Jarvenpaa, S.L., N.Tractinsky, & M.Vitale,（2000）,” Consumer trust in an Internet store”, Information Technology and Management, Volume 1, Numbers 1-2.
    Joreskog, K.G. & D.Sorbom,（1993）, ”Product Familiarity and Learning New Information”, Journal of Consumer Research, 11, pp. 542-550.
    Kerr, G. & M.J.Manfredo, (1991). An attitudinal based model of pricing recreation services. Journal of Leisure Research, 20(1), 137-150.
    Kleinginna, P.R. & A.M.Kleinginna,（1981）: A Categorized List of Emotion Definitions,with Suggestions for a Consensual Definition, Motivation and Emotion 5 (1981), S. 345-379.
    Kotler, P. & G.Armstrong, 1999. Principles of Marketing, 12th ed. Englewod Cliffs ,NJ： Prentice Hall
    Lucas, A.F., 2003. The determinants and effects of slot servicescape satisfaction in a Las Vegas hotel casino. UNVL Gaming Research and Review Journal 7 (1), 1–19.
    MacInnis, D.J.（2002）,“Assessing When Increased Media Weight of Real-World Advertisements Helps Sales”Journal of Marketing Research, Volume 39,Issue 4 P. 391-407
    MacKenzie, S.B.& R.J.Lutz, 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing 53, 48–65.
    Marsden, P. & K.E.Campbell,（1984）, “Measuring Tie Strength”, Social Forces, 63, pp. 482-501.
    Mayer, R.E. (1983). Can you repeat that? Qualitative and quantitative effects of repetition and advance organizers on learning from science prose. Journal of Educational Psychology, 75, 40-49.
    Mishra, S., U.N.Umesh, & D.E.Sten, (1993), “Antecedents of the Attraction Effect: An Information-Processing Approach.” Journal of Marketing Research, 30(August), 331-49.
    Mitchell, A.A. & P.A.Dacin,（1996）” The Assessment of Alternative Measures of Consumer Expertise” Journal of Consumer Research, Vol. 23 • January 1996
    Murray, B. & L.Schlacter,（1990）,”The Impact of Service versus Goods on Consumers’ Assessment of Perceived Risk and Varialitity, ” Journal of the Academy of Marketing Science, V18, N1, pp. 51-65.
    Nachmias, F. & D.Nachmias,（1996） Research Methods in the Social Sciences. NY.:Saint Martin’s.
    Neisser,U.（1967）”Cognitive Psychology” New York, Appleton.
    Netemeyer, G.R. & W.O.Bearden,（1992）,”A Comparative Anylysis of Two Models of Behavioral Intention.” Journal of the Academy of Marketing Science, 20(1), 49-59.
    Nunnally, J.C. (1978), Psychometric Theory, 2nd Edition. New York: McGraw-Hill.
    Peter, J.P. & L.X.Tarpey,（1975）, “A comparative analysis of three consumer decision strategies”, Journal of Consumer Research, Vol.2, Iss.1, pp. 29-37.
    Pham, M.T., 2004. The logic of feeling. Journal of Consumer Psychology 14 (4), 360–369.
    Rogers, E.M., & N.S. Olaquera, （2003）”Diffusion of Innovations” Simon & Schuster Adult Publishing Group.
    Roselius, T.（1971）, “Consumer rankings of risk reduction methods”, Journal of Marketing, Vol.35, Iss.1, pp. 56-61.
    Russell, J.A. & J.M.Carroll, 1999. On the polarity of positive and negative affect. Psychological Bulletin 125 (1), 3–30.
    Silverman G. （1997）,“How to Hamess the Awesome Power of Word-of-Mouth”, Direct Marketing, November, pp. 32-37.
    Soderlund, M. & S.Rosengren,（2007）,“Receiving word-of-mouth from the service customer：An enmotion-based effectiveness assessment”Journal of Retailing and Consumer Service 14（2007）123-136
    Solomon, M.R.(1995). Consumer Behavior: buying, having, and being. (4th ed).Boston:Allyn & Bacon.
    Solso, R.L.（1998） “Cognitive Psychology” Allyn & Bacon
    Srinivasan, N. & B.Ratchford,（1991）, “An Empirical Test of A Model of External Search for Automobiles”, Journal of Consumer Research, Vol.18, pp. 233-242.
    Sweeney, J.C. （2005）”The Differences Between Positive And Negative Word-Of-Mouth Emotion As A Differentiator?” ANZMAC 2005 Conference: Consumer Behaviour.
    Wellman, B.（1992）, “Which Types of Ties and Networks Provide What Kinds of Social Support”, Advances in Group Processes, 9, pp. 207-235.
    Westbrook, R.A. （ 1987 ） , “Product/Consumption-Based Affective Responses and Postpurchase Processes”, Journal of Marketing Research, Vol. 24, pp. 258-27.
    Zajonc, R.B.（1980）”Feeling and Thinking, Preferences Need No Inferences”American Psychology Association, Inc.
    Description: 碩士
    國立政治大學
    企業管理研究所
    95355054
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095355054
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2250View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治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，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已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(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback