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Title:	社會比較行為與線上參考團體消費影響力之研究--以台大批踢踢實業坊使用者為例
Authors:	田孟蓉 Tian,Meng-rong
Contributors:	黃葳威 Huang,Wei-wei 田孟蓉 Tian,Meng-rong
Keywords:	社會比較行為參考團體資訊搜尋價值自我監控價值 Social Comparison Reference Group Information Searching Value Self-monitoring
Date:	2004
Issue Date:	2009-09-17 15:41:05 (UTC+8)
Abstract:	本研究嘗試從社會比較理論的觀點出發，欲探討線上參考團體（即網友意見）對消費者行為之影響。經由文獻回顧，本研究釐清了社會比較行為與參考團體影響力之基本意涵與兩者間之關係，並引入產品特性、自我監控程度以及資訊搜尋價值等變項，欲探討此三變項於上述關係中之干擾效果是否存在。本研究以台大批踢踢實業坊作為施測場域，利用網路問卷蒐集使用者資料。調查發現，受訪者之社會比較行為（區分為反射式評估和對照式評估）與線上參考團體之影響力（區分為資訊依賴、來源可信度及購買選擇三構面）之間，確實可能存在顯著關聯性與影響關係。而瀏覽不同產品特性、具有不同自我監控程度或是獲得不同程度資訊搜尋價值之受訪者，他們受到線上參考團體影響之程度亦有所差異。然而，上述三變項在社會比較行為與線上參考團體影響力兩者關係間之干擾效果未被證實。
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Description:	碩士國立政治大學廣播電視學研究所 91453007 93
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0914530071
Data Type:	thesis
Appears in Collections:	[Department of Radio & Television & Graduate Program] Theses

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