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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/67840


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    題名: 網路口碑之研究:從眾行為與沉默的大多數
    The Research of eWOM: Conformity and Silent Majority
    作者: 張君愷
    貢獻者: 唐揆
    張君愷
    關鍵詞: 網路口碑
    從眾行為
    沉默的大多數
    迴歸分析
    使用者內容
    日期: 2013
    上傳時間: 2014-07-29 16:00:22 (UTC+8)
    摘要: 由於網際網路的普及，消費者之購買行為逐漸從實體通路，轉而在虛擬通路上進行消費，使得使用者產生內容(User Generate Content)有了爆炸性的增加。因此，網路口碑效應(e-Word of Month)成為了所有廠商面臨之新挑戰。

    然而，從眾行為(Conformity)與沉默的大多數(Silent Majority)往往對於網路口碑的產生有著決定性的影響。廠商很可能因為此二者之干擾，使其無法得到真實且完整之消費者評價與口碑，最終導致廠商難以作出正確之決策以因應之。

    因此，本研究將以iPhone 5為目標產品，並透過擬真的網路問卷設計與實驗操弄，針對消費者之從眾行為與沉默的大多數二者進行分析與研究，試圖探討其對於網路口碑之影響。在從眾行為部份，透過七項自變數之選定:性別、年齡、教育程度、產品知識、產品購買時間、試前評分與評分分配的落差、和評論內容正負性。再將其分為三大類:個人因素、資訊性因素、與其他情境因素，以找出何種分類與因子對於應變數:受試者的試前評分與試後評分之差異，有著顯著之影響；此外，也透過沉默的大多數與非沉默的大多數之比較，以一窺沉默的大多數之表徵與可能產生之原因。

    最終研究發現，資訊性因素與其他情境因素對於消費者從眾行為之產生與網路口碑之生成有著顯著的影響。也就是說，當消費者的產品知識愈低、產品購買時間愈短，試前評分與評分分配的差異愈多、或評論內容中性時，愈容易產生從眾行為；而在沉默的大多數之研究中，也發現愈年輕之消費者將愈容易成為沉默的大多數，進而影響網路口碑之生成。
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    描述: 碩士
    國立政治大學
    企業管理研究所
    101355037
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101355037
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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