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    題名: 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
    作者: 張耕豪
    Chang, Keng Hao
    貢獻者: 于卓民
    彭朱如
    張耕豪
    Chang, Keng Hao
    關鍵詞: 訊息可信度
    訊息來源
    訊息背書
    涉入程度
    產品評價系統
    日期: 2013
    上傳時間: 2014-07-01 12:03:07 (UTC+8)
    摘要: 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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    描述: 碩士
    國立政治大學
    企業管理研究所
    101355010
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101355010
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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