政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29997
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113451/144438 (79%)
Visitors : 51279896      Online Users : 860
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/140.119/29997


    Title: 政治態度對電子口碑擴散影響之研究
    Study of the Influence of Political Attitudes upon the Spreading of Electronic Word-of-mouth
    Authors: 羅彥鐘
    Contributors: 賴士葆
    林宏遠
    羅彥鐘
    Keywords: 電子口碑
    政治態度
    電子口碑行為
    Date: 2006
    Issue Date: 2009-09-11 17:01:20 (UTC+8)
    Abstract: 口碑傳播向來扮演資訊傳遞與擴散等重要的角色，隨著網路使用的普及，電子口碑成為新形態的口碑傳播方式。本研究以政治議題作為主題，探討電子口碑的前因與後果。電子口碑由兩個構面組成，會受到個體本身具有的政治態度所影響；此外，電子口碑行為是電子口碑的實際體現，不同的電子口碑構面是否會採用不同的方式進行電子口碑的擴散行為？本研究欲探討電子口碑所包含的構面，接著欲證實政治態度、電子口碑與電子口碑行為三構念之間的影響關係。研究對象為關心時事與政治的網路族群，採用網路問卷，共計獲得181份有效問卷，以迴歸分析討論三構念之間的關係。
    研究結果顯示，電子口碑的構面可分為線上意見領袖與線上意見尋求；政治態度的構面則包含了外部政治效能感、內部政治效能感與政治信任。兩構念之間具有如下關係：
    1.外部政治效能感能正向影響線上意見領袖
    2.內部政治效能感能正向影響線上意見領袖
    3.政治信任能正向影響線上意見尋求
    此外，電子口碑也經證實能夠影響電子口碑行為：
    1.線上意見領袖能正向影響線上轉寄與線上交談
    2.線上意見尋求能正向影響線上轉寄與線上交談
    藉由電子口碑模式的確立，能瞭解政治議題的網路擴散效應，並提供另一個資訊傳遞與交流的新型態管道。
    Reference: 中文部分
    呂傑華（民95）。新媒介使用、競選政見認知與政治信任之行動研究。行政院國家科學委員會專題研究計畫編號（計畫編號：95C04022），未出版。
    吳重禮、許文賓（民92）。誰是政黨認同者與獨立選民？--以二○○一年台灣地區選民政黨認同的決定因素為例。政治科學論叢，18，101-140。
    吳筱玫（民92）。網路傳播概論。台北：智勝文化。
    邱映慈（民88）。整合行銷傳播在選舉行銷上之運用：以1998年台北市長選舉為例。輔仁大學大眾傳播學系碩士論文，未出版，臺北市。
    周文賢（民91）。多變異統計分析SAS/STAT使用方法。台北：智勝文化。
    陳文俊（民73）。台灣地區中學生的政治態度極其形成因素—青少年的政治社會化。臺北市：財團法人資訊教育推廣中心基金會。
    陳憶寧（民90）。候選人負面新聞與新聞框架對政治憤世嫉俗與政治責任歸屬的影響。行政院國家科學委員會專題研究成果報告（報告編號：NSC 89-2412-H-128-015)。臺北市：世新大學公共傳播系。
    黃毓茹（民95）。2005年縣長與縣市議員選舉候選人網站與部落格分析。國立政治大學廣告學系碩士論文，未出版，臺北市。
    英文部分
    Abramson, P. (1983), Political attitudes in America. San Francisco: Freeman.
    King, C. W., and J. O. Summers (1970), “Overlap of opinion leadership across consumer product categories,” Journal of Marketing Research, 7, 43-50.
    Larsen, E., and L. Rainie (2002). “The rise of the e-citizen: How people use government agencies’ web sites.” <http://www.pewInternet.org/reports>.
    Lazarsfeld, P. F., B. R. Berelson, and H. Gaudet (1944). The People’s Choice. New York: Columbia University Press.
    Lin, Y., and S. Lim (2002), “Relationship of media use to political cynicism and efficacy: A preliminary study of young South Korean voters,” Asian Journal of Communication, 12, 25-39.
    Mansfield, E. F. (1961), “Technical change and the rate of imitation,” Econometrica, 29, 741-766.
    Melillo, W. (2000), “Digital democracy,” Brandweek, 8(21), 54-58.
    Mided, J. (2002). “The Internet and the public sphere: What kind of space is cyberspace?” In Culture and technology in the new Europe, eds. Lengel L. Stamford CT: Ablex.
    Midgley, D. F., and G. R. Dowling (1993), “A longitudinal study of product form innovation: the interaction between predispositions and social messages,” Journal of Consumer Reserch, 19, 611-625.
    Morrell, M. E. (2003), “Survey and experimental evidence for a reliable and valid measure of internal political efficacy,” Public Opinion Quarterly, 67, 589-602.
    Morris, D. (1999). Vote.com. Los Angeles: Renaissance Books.
    Rodgers, S., and Q. Chen (2005), “Internet community group participation: Psychosocial benefits for women with breast cancer,” Journal of Computer-Mediated Communication, 10 (4), Article 5. http://jcmc.indiana.edu/vol10/issue4/rodgers.html.
    Muhlberger, P. (2002, October). Political values and attitudes in internal political discussion: Political transformation or politics as usual? Paper presented at Euricom Colloquium: Electronic Networks and Democracy, Nijmegen, The Netherlands. Retrieved December 8, 2004, from <http://oase.uci.kun.nl/~jankow/Euricom/papers/Muhlberger.pdf>
    Murray, K. B. (1991), “A test of services marketing theory: Consumer information acquisition activities,” Journal of Marketing, 55(1), 10-25.
    Niemi, R. G., S. C. Craig, and F. Mattei (1991), “Measuring internal political efficacy in the 1998 National Election Study,” American Political Science Review, 85, 1407-1413.
    Nye, J., P. Zelikow, and D. King (1997). Why people don’t trust government. Cambridge: Harvard University Press.
    Ohanian, R. (1990), “Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness,” Journal of Advertising, 19(3), 39-52.
    Parasuraman, A., L. L. Berry, and V. A. Zeithaml (1991), “Understanding customer expectations of service,” Sloan Management Review, 32(3), 39-48.
    Pew Research Center (2000). “Youth vote influenced by online information: Internet election news audience seeks convenience, familiar names.” <http://www.people-press.org>. Pressman, A. (2000). “Analysis: Internet lessons for campaign 2004.” Nov. 15. <http://www.cnn.com/2000/TECH>.
    Phelps, J. E., R. Lewis, L. Mobilio, D. Perry, and N. Raman (2004), “Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email,” Journal of Advertising Research, 45(4), 333-348.
    Pinkleton, B. E., W. Austin, and K. K. Fortman (1998), “Relationships of media use and political disaffection to political efficacy and voting behavior,” Journal of Broadcasting and Eletronic Media, 42, 34-49.
    Pinkleton, B., and E. Austin (2001), “Individual motivations, perceived media importance, and political disaffection,” Political Communication, 18, 321-334.
    Roed, J. (2003), “Language learner behavior in a virtual environment,” Computer Assisted Language Learning, 16(2-3), 155-172.
    Punj, G. N., and R. Staelin (1983), “A model of consumer information search for new automobiles,” Journal of Consumer Research, 9(3), 366-380.
    Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. New York: Simon and Schuster.
    Reynolds, F. D., and W. R. Darden (1971), “Mutually adaptive effects of interpersonal communication,” Journal of Marketing Research, 6, 441-50.
    Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. Reading, MA: Addison-Wesley.
    Rice, R. E. (1987), “Computer-mediated communication and organizational innovation,” Journal of Communication, 37(4), 65-86.
    Ridings, C. M., and D. Gefen (2004), “Virtual community attraction: Why people hang out online,” Journal of Computer-Mediated Communication, 10 (1). http://jcmc.indiana.edu/vol10/issue1/ridings_gefen.html.
    Roch, C. H. (2005), ”The dual roots of opinion leadership,” The Journal of Politics, 67(1), 110
    Rogers, E. M. (1995). Diffusion of innovations. (4th ed.). New York: Free Press.
    Rogers, E. M. (2002), “Diffusion of preventive innovations,” Addictive Behaviors, 27, 989-993.
    Rogers, E. M. (2003). Diffusion of innovations. (5th ed.). New York: Free Press.
    Rogers, E. M., and D. G. Cartano (1962), ”Methods of measuring opinion leadership,” Public Opinion Quarterly, 26(3), 435-441.
    Rosenstone, S. J., and J. M. Hansen (1993). Mobilization, participation, and democracy in America. New York: Macmillan.
    Scheufele, D. A. (2002), “Examining differential gains from mass media and their implications for participatory behavior,” Communication Research, 29(1), 46-65.
    Scheufele, D. A., and M. C. Nisbet (2002), “Being a citizen online: New opportunities and dead ends,” Harvard International Journal of Press-Politics, 7(3), 55-75.
    Selnow, G. W. (1998). Electronic whistle-stops: The impact of the Internet on American politics. Westport, CT: Praeger.
    Abramson, P. R., and J. H. Aldrich (1982), “The decline of electoral participation in america,” American Political Science Review, 76(3), 502-21.
    Shaffer, S. (1981), “A multivariate explanation of decreasing turnout in presidential elections, 1960-1976,” American Journal of Political Science, 25(1), 68-96.
    Shah, D. V., N. Kwak, and R. L. Holbert (2001), “Connecting and disconnecting with civic life: patterns of Internet use and the production of social capital,” Political Communication, 18, 141-62.
    Sheth, J. N. (1971), “Word-of-mouth in low-risk innovations,” Journal of Advertising Research, 11(3), 15-18.
    Sietman, R. B. (2005). Framing the 2004 presidential election: The role of media, political discussion, and opinion leaders. The Ohio State University, 214 pages; AAT 3176908.
    Silverstone, R. (1999). Why study the media?. London: Sage.
    Slaton, C. D., and T. L. Becker (1998). “Increasing the quality and quantity of citizen participation: New technologies and new techniques.” In engaging the public: How government and the media can reinvigorate American democracy, eds. Johnson, T. J., Hays, C. E., and Hays, S. P. Lanham, MD: Rowman and Littlefield.
    Steinfield, C. W. (1986). “Computer-mediated communication in an organizational setting: Explaining task-related and socioemotional uses.” .In Communication yearbook, Eds. Mclaughlin, M. L. Beverly Hill, CA: Sage.
    Sun, T., S. Youn, G. Wu, and M. Kuntaraporn (2006), “Online word-of-mouth (or mouse): An exploration of its antecedents and consequences,” Journal of Computer-Mediated Communication, 11(4), http://jcmc.indiana.edu/vol11/issue4/sun.html.
    Tanimoto, J., and H. Fujii (2003), “A study on diffusional characteristics of information on a human network analyzed by a Multi-Agent simulator,” Social Science Journal, 40(3), 479-485.
    Thurlow, C., L. Lengel, and A. Tomic (2004). Computer mediated communication: Social interaction and the Internet. London: Sage.
    Agger, R. E., M. N. Goldstein, and S. A. Pearl (1961), “Political cynicism: Measuring and meaning,” Journal of Politics, 23, 447-506.
    Walsh, J. P., S. Kiesler, L. S. Sproull, and B. W. Hesse (1992), “Self-selected and randomly selected respondents in a computer network survey,” Public Opinion Quarterly, 56, 241-244.
    Weimann, G. (1994). The influentials. Albany, NY: State University of New York Press.
    Wellman, B., A. Q. Haase, J. Witte, and K. Hampton (2001). “Does the Internet increase, decrease, or supplement social capital? social networks, participation, and community involvement.” American Behavioral Scientist, 45:436–55.
    Whillock, R. K. (1997a), “Cyber-politics,” The American Behavioral Scientist, 40(8), 1208.
    Whillock, R. K. (1997b), “Cyber-Politics: The online strategies of ’96,” American Behavioral Scientist, 40, 208-225.
    Wilheim, A. G. (2000). Democracy in the digital age: Challenges to political life in cyberspace. New York: Routledge.
    Witte, J. C., L. M. Amoroso, and P. E. N. Howard (2000), “Research methodology: Method and representation in Internet-based survey tools-mobility, community, and cultural identity in Survey2000,” Social Science Computer Review, 18(2), 179-195.
    Almond, G. A., and S. Verba (1963), The civic culture. New Jersey: Princeton University Press.
    Arndt, J. (1967), “Role of product-related conversations in diffusion of a new product ,” Journal of Marketing Research, 4(3), 291-295.
    Assael, H. (1987), Consumer behavior and marketing action. (4th ed.). Boston, MA: PWS-Kent.
    Balch, G. I. (1974), “Multiple Indicators in survey research: The concept of sense of political efficacy,” Political Methodology, 1(1), 1-43.
    Ball-Rokeach, S. J., and M. L. DeFleur (1976), “A dependency model of mass media effects,” Communication Research, 3(3), 21.
    Barthlow, D. A. (1993), Communication channels of American political elites. University of Georgia, 154 pages; AAT 9416230.
    Bass, F. M. (1969), “A new product growth for model-consumer durables,” Management Science, 15, 215-227.
    Bennett, W. L. (2000), “Introduction: Communication and civic engagement in comparative perspective,” Political Communication, 17(4), 307-312.
    Bennett, W. L., and R. M. Entman (2001), Mediated politics: Communication in the future of democracy. Cambridge: Cambridge University Press.
    Bickart, B., and R. M. Schindler (2001), “Internet forum as influential sources of consumer information,” Journal of Interactive Marketing, 1(3), 31-40.
    Bimber, B. (1997), “The Internet and political communication in the 1996 election season: A research note.” <http://www.sscf.ucsb.edu/~survey1>.
    Bimber, B. (2000), “The study of information technology and civic engagement,” Political Communication, 27, 329-333.
    Bockman, S., and W. Gayk (1977), “Political orientation and political ideologies,” Pacific Sociological Review, 20, 536-552.
    Bristor, J. M. (1990), “Enhanced explanations of word of mouth communications: The power of relationships,” Research in Consumer Behavior, 4, 51-83.
    Brown, J. J., and P. H. Reingen (1987), “Social ties and word-of-mouth referral behavior,” Journal of Consumer Research, 14(3), 350-362.
    Bucy, E. P., and K. S. Gregson (2001), “Media participation: a legitimizing mechanism of mass democracy,” New Media and Society, 3, 359-382.
    Bucy, E. P., P. D’Angelo, and J. E. Newhagen (1999). “The engaged electorate: New media use as political participation.” In the electronic election: Perspectives on 1996 campaign communication, eds. Kaid, L. L., and Bystrom, D. G. Hillsdale, NJ: Lawrence Erlbaum.
    Burson-Marsteller, (2001). “Influential internet users rely on company web sites as they spread word on brands, products and services.” <http://www.efluentials.com/documents/PressRelease.pdf>
    Campbell, A., G. Gurin, and W. E. Miller (1954). The voter decides. Evanston, IL: Row, Peterson
    Cappella, J. N., and K. H. Jamieson (1997). Spiral of cynicism: The press and the public good. London: Oxford University.
    Chaney, I. M. (2001), “Opinion leaders as a segment for marketing communications,” Marketing Intelligence and Planning, 19(5), 302-308.
    Claxton, J. D., J. N. Fry, and B. Portis (1974), “Taxonomy of prepurchase information gathering patterns,” Journal of Consumer Research, 1(3), 35-42.
    Converse, P. E. (1972). “Change in the American electorate.” In the human meaning of social change, eds. Campbell, A., and Converse P. E. New York: Russell Sage Foundation.
    Couper, M. P. (2000), “Web surveys: A review of issues and approaches,” Public Opinion Quarterly, 64(4), 464-494.
    Craig, S. (1979), “Efficacy, trust and political behavior: An attempt to resolve a lingering conceptual dilemma,” American Politics Quarterly, 7(2), 225-239.
    Craig, S. C., R. G. Niemi, and G. E. Silver (1990), “Political efficacy and trust: A report on the nes pilot study items,” Political Behavior, 12(3), 289-314.
    Craig, S., and M. Maggiotto (1982), “Measuring political efficacy,” Political Methodology, 8(3), 85-110.
    Dahlberg, L. (2001), “Democracy via cyberspace: Mapping the rhetorics and practices of three Prominent camps,” New media and society, 3(2), 157-177.
    Dennis, J., and C. Webster (1975), “Children’s images of the president and of government in 1962 and 1974,” American Political Quarterly, 3, 386-405.
    Dickerson, M. D., and J. W. Gentry (1983), “Characteristics of adopters and non-adopters of home computers,” Journal of Consumer Research, 10(2), 225-235.
    DiMaggio, P., E. Hargittai, W. R. Neuman, and J. P. Robinson (2001), “Social implications of the Internet,” Annual Review of Sociology, 27, 307-336.
    Easton, D. (1965). A system analysis of political life. NY: John Wiley.
    Engel, J. F., R. D. Blackwell, and P. W. Miniard (1990). Consumer behavior. (6th ed.). Chicago: Dryden.
    Eveland, W. P., and S. Dunwoody (2000), “Examining information processing on the world wide web using think aloud protocols,” Media Psychology, 2(3), 219-44.
    Eveland, W. P., and D. Scheufele (2000), “Connecting news media use with gaps in knowledge and participation,” Political Communication, 17, 215-37.
    Feenberg, A., and M. Bakardjieva (2004), “Virtual community: No killer implication,” New Media and Society, 6(1), 37-43.
    Feick, L. F., and L. L. Price (1987), “The market maven: A diffuser of marketplace information,” Journal of Marketing, 51 (1), 83-97.
    Finkel, S. E. (1985), “Reciprocal effects of participation and political efficacy: A panel analysis,” American Journal of Political Science, 29(4), 891-913.
    Fisk, G. (1959), “Media influence reconsidered,” Public Opinion Quarterly, 23(1), 82-91.
    Flynn, L. R., R. E. Goldsmith, and J. K. Eastman (1996), “Opinion leaders and opinion seekers: Two new measurement scales,” Journal of the Academy of Marketing Science, 24 (2), 137-147.
    Gimmler, A. (2001), “Deliberative democracy, the public sphere and the Internet,” Philosophy and Social Criticism, 27(4), 21-39.
    Godes, D., and D. Mayzlin (2004), “Using online conversations to study word-of-mouth communication,” Marketing Science, 23(4), 545-560.
    Griffin, E. (2003). A first look at communication theory. Boston, MA: McGraw Hill.
    Grossman, L. K. (1999). “The electronic republic.” In Impact of Mass Media: Current Issues, ed. Hiebert R. E., New York: Longman.
    Gumpert, G., and R. Cathcart (1986). Inter/Media: Interpersonal communication in a media world. New York: Oxford University Press.
    Hall, M. (1997), “One-to-one politics in cyberspace,” Media Studies Journal, 11, 97-103.
    Hardy, B. W., and D. A. Scheufele (2005), “Examining differential gains from Internet use: Comparing the moderating role of talk and online interactions,” Journal of Communication, 55(1), 71-84.
    Henderson, S., and M. Gilding (2004), “I`ve never clicked this much with anyone in my life: trust and hyperpersonal communication in online friendships,” New Media and Society, 6(4), 487-506.
    Hewson, C., P. Yule, D. Laurent, and C. Vogel (2003). Internet research methods: A practical guide for the social and behavioral sciences. London: Sage.
    Hill, K. A., and J. E. Hughes (1998). Cyberpolitics: Citizen activism in the age of the Internet. Lanham, MD: Rowman and Littlefield.
    Jennings, M. K., and V. Zeitner (2003), “Internet use and civic engagement: A longitudinal analysis,” Public Opinion Quarterly, 67(3), 311-334.
    Johnson, T. J., and B. K. Kaye (1998). “A vehicle for engagement or haven for the disaffected? Internet use, political alienation, and voter participation.” In engaging the public: How government and the media can reinvigorate American democracy, eds. Johnson, T. J., Hays, C. E., and Hays, S. P. Lanham, MD: Rowman and Littlefield.
    Johnson, T. J., and B. K. Kaye (2003), “A boost or bust for democracy? How the web influenced political attitudes and behaviors in the 2000 presidential elections,” The Harvard International Journal of Press/Politics, 8(9).
    Katz, E., and P. F. Lazarsfeld (1955). Personal influence. Glencoe, IL: Free Press.
    Katz, J. E., R. E. Rice, and P. Aspden (2001), “The Internet, 1995-2000: Access, civic involvement, and social interaction,” American Behavioral Scientist, 45(3), 405-419.
    Kaye, B. K., and T. J. Johnson (1999), “Research methodology: Taming the cyber frontier - Techniques for improving online surveys,” Social Science Computer Review, 17(3), 323-337.
    Keller, E. B., and J. L. Berry (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. New York: Simon and Schuster.
    Kellner, D. (1998). “Intellectuals, the new public spheres, and techno-politics.” In The politics of cyberspace, eds. Toulouse, C. and Luke, T. W. New York and London: Routledge.
    Kenski, K., and N. J. Stroud (2006), ”Connections between Internet use and political efficacy, knowledge, and participation,” Journal of Broadcasting and Electronic Media, 50(2), 173-192.
    Kim, Y. M. (2001, August). Better informed, no say: Internet use and political efficacy. Paper Presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Washington, D.C.
    Description: 碩士
    國立政治大學
    企業管理研究所
    94355057
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0943550571
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2251View/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