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    Title: 電影資訊對消費者態度的影響－以涉入程度和口碑信任度為調節變數
    Authors: 陳威伶
    Contributors: 韓志翔
    陳威伶
    Keywords: 口碑行銷
    深思熟慮可能性模式
    涉入程度
    信任程度
    Word of mouth
    Elaboration Likelihood Model
    Involvement
    trust
    Date: 2009
    Issue Date: 2010-12-08 01:52:04 (UTC+8)
    Abstract: 電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。

    不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。

    經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下：
    1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。
    2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。
    3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    97355013
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097355013
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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