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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/67073
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    Title: 訊息來源與背書人數對於訊息可信度之影響 —以美妝產品評價系統為例
    The Impact of Information Sources and Information Endorsement on Information Credibility —the Case of Consumer Product Review in Beauty Industry
    Authors: 張耕豪
    Chang, Keng Hao
    Contributors: 于卓民
    彭朱如

    張耕豪
    Chang, Keng Hao
    Keywords: 訊息可信度
    訊息來源
    訊息背書
    涉入程度
    產品評價系統
    Date: 2013
    Issue Date: 2014-07-01 12:03:07 (UTC+8)
    Abstract: 根據創市際ARO調查的台灣網路流量報告,在2014年3月單月中,台灣有逾1,196萬位不重複使用者上網,而平均每位網友使用網路1,436分鐘、瀏覽2,238個網頁,可見網路已經成為台灣人民生活中不可或缺的一部分;因網路普及,網路口碑對於消費者的影響日漸擴大,本研究針對網路口碑中的產品評價系統為研究主體,探討評價訊息來源與背書人數是否會對於評價訊息可信度有影響,並以涉入程度作為調節變數,探討涉入程度對於主效果的交互作用。
    本研究採用雙因子實驗設計的方式,透過問卷的方式,針對有效樣本360位受試者進行2(訊息來源)* 3(背書人數)的正式實驗,探求消費者接受到不同刺激情形之下,對於刺激的訊息可信度反應;除此之外,也透過Zaichkowsky的PII(Personal Involvement Inventory, 1994)量表,調查受試者的涉入程度,並探討涉入程度是否對於主效果有交互作用。
    研究結果發現:一、訊息來源對於訊息可信度有顯著影響,官方網站訊息來源的訊息可信度較第三方平台的資訊來源高。二、有背書人數的訊息其訊息可信度比無背書人數訊息還高。三、多人數背書的訊息其訊息可信度比少人數背書的訊息可信度還高。四、涉入程度對於訊息可信度有直接影響,高涉入族群對於評價訊息有較高的可信度。
    整體而言,本研究發現訊息來源、背書人數以及涉入程度對於評價訊息的可信度有直接的影響,提供產品評價訊息,的經營者未來在經營產品評價系統時,須注意且可以提升訊息可信度的因子。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    101355010
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101355010
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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