政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/125503
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113656/144643 (79%)
造訪人次 : 51762175      線上人數 : 517
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/125503


    題名: 線上評論感知有用性對購買意願的影響
    Online Reviews and Perceived Usefulness on Consumers’ Purchasing Behavior Intention
    作者: 陳婉約
    Chen, Wan-Yue
    貢獻者: 簡睿哲
    Jian, Rui-Zhe
    陳婉約
    Chen, Wan-Yue
    關鍵詞: 線上評論
    感知有用性
    消費者購買意願
    Online Review
    Perceived usefulness
    Consumer purchase intention
    日期: 2019
    上傳時間: 2019-09-05 15:39:39 (UTC+8)
    摘要: 線上資訊搜索正在逐步取代傳統的線下資訊搜索，而線上消費者評論的使用逐漸與人們的日常生活息息相關。消費者在購買過程中不斷向在線消費者尋求幫助，無論是決定口紅色號、度假目的地、理財方式、甚至是向慈善機構捐款，人們都會上網閱讀其他人的意見。線上評論的重要性已經得到越來越多消費者的重視，並且成為購買行為的有機部分。擁有更多線上評論的企業可以為消費者帶來更大的價值，並吸引消費者進入網站。但信息過剩也令消費者產生了新的困擾，增加了購物成本。隨著越來越多消費者線上檢索的使用，信息過載的問題逐漸被人們所注意。互聯網充斥著巨量資料，大量未經過濾的信息直接呈現在消費者面前，使得信息的有用程度充滿不確定性，消費者疲於從中分辨出真正具有價值的內容。
    因此瞭解消費者認為怎樣的線上評論更有用，可以對促進購買決策過程起到幫助作用，同時從中挖掘出的互聯網用戶創作內容的經濟價值對企業也十分重要。因此本研究將探討具備什麼屬性的線上評論可以對消費者產生更大的幫助程度，並在最終決策環節產生影響。
    Online information search is replacing traditional offline information search gradually, and the use of online consumer reviews is increasingly becoming part of people`s daily lives. Consumers continue to seek help from online consumers during the purchase process. Whether it`s a red lipstick, a holiday destination, a financial plan, or even a donation to a charity, people always read other people`s opinions online. The importance of online reviews has been recognized, and companies with more online reviews can bring greater value to consumers and attract consumers to the web site. However, excess information has also brought new problems to consumers and increased the cost of shopping. With the use of more and more people, the problem of information overload has attracted people`s attention gradually. The Internet is full of huge amounts of information. The large amount of unfiltered information is presented to consumers directly, making the usefulness of information full of uncertainty， Consumers are tired of distinguishing truly valuable content.
    Therefore, understanding the online reviews that consumers think is more useful can help to promote the decision-making process, and the economic value is also very important to enterprises. This study will explore the online reviews of what attributes can be of greater help to consumers and have an impact in the final decision-making process.
    參考文獻: 1.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action control, Springer: 11-39.
    2.Ajzen, I. (1991). "The theory of planned behavior." Organizational behavior and human decision processes 50(2): 179-211.
    3.Archak, N., et al. (2011). "Deriving the Pricing Power of Product Features by Mining Consumer Reviews." Management science 57(8): 1485-1509.
    4.Arndt, J. (1967). "Role of product-related conversations in the diffusion of a new product." Journal of marketing Research 4(3): 291-295.
    5.Baek, H., et al. (2012). "Helpfulness of Online Consumer Reviews: Readers` Objectives and Review Cues." International Journal of Electronic Commerce 17(2): 99-126.
    6.Bandura, A., et al. (1977). "Cognitive processes mediating behavioral change." J Pers Soc Psychol 35(3): 125-139.
    7.Bansal, H. S. and P. A. Voyer (2000). "Word-of-mouth processes within a services purchase decision context." Journal of service research 3(2): 166-177.
    8.Baron, R. M. and D. A. Kenny (1986). "The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations." J Pers Soc Psychol 51(6): 1173-1182.
    9.Barrick, M. R. and M. K. Mount (1991). "The big five personality dimensions and job performance: a meta‐analysis." Personnel psychology 44(1): 1-26.
    10.Bei, L.-T., et al. (2004). "Consumers` online information search behavior and the phenomenon of search vs. experience products." Journal of Family and Economic Issues 25(4): 449-467.
    11.Bhattacherjee, A. and C. Sanford (2006). "Influence processes for information technology acceptance: An elaboration likelihood model." MIS quarterly 30(4): 805-825.
    12.Bickart, B. and R. M. Schindler (2001). "Internet forums as influential sources of consumer information." Journal of interactive marketing 15(3): 31-40.
    13.Bolton, R. N. and J. H. Drew (1992). "Mitigating the effect of service encounters." Marketing Letters 3(1): 57-70.
    14.Bristor, J. (1990). "Exhanced explanations of word of mouth communications; the power of relations." Research in consumer behavior 4: 51-83.
    15.Brucks, M. (1985). "The Effects of Product Class Knowledge on Information Search Behavior." Journal of consumer research 12(1): 1-16.
    16.Butler, P. and J. Peppard (1998). "Consumer purchasing on the Internet:: Processes and prospects." European management journal 16(5): 600-610.
    17.Cao, Q., et al. (2011). "Exploring determinants of voting for the “helpfulness” of online user reviews: A text mining approach." Decision Support Systems 50(2): 511-521.
    18.Chatterjee, P. (2001). "Online reviews: do consumers use them?".
    19.Chen, Y. and J. Xie (2008). "Online consumer review: Word-of-mouth as a new element of marketing communication mix." Management science 54(3): 477-491.
    20.Cheung, C. M. and M. K. Lee (2012). "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms." Decision Support Systems 53(1): 218-225.
    21.Cheung, C. M., et al. (2008). "The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities." Internet research 18(3): 229-247.
    22.Cheung, C. M. and D. R. Thadani (2012). "The impact of electronic word-of-mouth communication: A literature analysis and integrative model." Decision Support Systems 54(1): 461-470.
    23.Cheung, M. Y., et al. (2009). "Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations." International Journal of Electronic Commerce 13(4): 9-38.
    24.Chevalier, J. A. and D. Mayzlin (2006). "The effect of word of mouth on sales: Online book reviews." Journal of marketing Research 43(3): 345-354.
    25.Constantinides, E. (2004). "Influencing the online consumer`s behavior: the Web experience." Internet research 14(2): 111-126.
    26.Cui, G., et al. (2012). "The effect of online consumer reviews on new product sales." International Journal of Electronic Commerce 17(1): 39-58.
    27.Davis, F. D. (1993). "User acceptance of information technology: system characteristics, user perceptions and behavioral impacts." International journal of man-machine studies 38(3): 475-487.
    28.Davis, F. D., et al. (1989). "User acceptance of computer technology: a comparison of two theoretical models." Management science 35(8): 982-1003.
    29.Decker, R. and M. Trusov (2010). "Estimating aggregate consumer preferences from online product reviews." International Journal of Research in Marketing 27(4): 293-307.
    30.Dodds, W. B. and K. B. Monroe (1985). "The effect of brand and price information on subjective product evaluations." ACR North American Advances.
    31.Duan, W., et al. (2008). "Do online reviews matter?—An empirical investigation of panel data." Decision Support Systems 45(4): 1007-1016.
    32.Duan, W., et al. (2008). "The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry." Journal of retailing 84(2): 233-242.
    33.Duan, W., et al. (2009). "Informational cascades and software adoption on the internet: an empirical investigation." MIS quarterly: 23-48.
    34.Fishbein, M. and I. Ajzen (1975). Intention and Behavior: An introduction to theory and research, Addison-Wesley, Reading, MA.
    35.Fishbein, M. and I. Ajzen (1977). "Belief, attitude, intention, and behavior: An introduction to theory and research."
    36.Forman, C., et al. (2008). "Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets." Information systems research 19(3): 291-313.
    37.Ghose, A. and P. G. Ipeirotis (2010). "Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics." IEEE Transactions on Knowledge and Data Engineering 23(10): 1498-1512.
    38.Gretzel, U. and K. H. Yoo (2008). "Use and impact of online travel reviews." Information and communication technologies in tourism 2008: 35-46.
    39.Häubl, G. and V. Trifts (2000). "Consumer decision making in online shopping environments: The effects of interactive decision aids." Marketing science 19(1): 4-21.
    40.Hennig-Thurau, T., et al. (2004). "Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?" Journal of interactive marketing 18(1): 38-52.
    41.Holmes, J. H. and J. D. Lett (1977). "Product sampling and word of mouth." Journal of Advertising Research.
    42.Hu, N., et al. (2008). "Do online reviews affect product sales? The role of reviewer characteristics and temporal effects." Information Technology and management 9(3): 201-214.
    43.Huang, Y., et al. (2012). "Consumer susceptibility to interpersonal influence in Mainland China." Asian Journal of Social Psychology 15(2): 140-144.
    44.Jäggi, N. and A. Zaugg (2006). "The impact of customer loyalty on complaining behaviour."
    45.Jo, Y. and A. H. Oh (2011). Aspect and sentiment unification model for online review analysis. Proceedings of the fourth ACM international conference on Web search and data mining, ACM.
    46.Kim, D.-Y., et al. (2007). "Gender differences in online travel information search: Implications for marketing communications on the internet." Tourism management 28(2): 423-433.
    47.Kim, S.-M., et al. (2006). Automatically assessing review helpfulness. Proceedings of the 2006 Conference on empirical methods in natural language processing, Association for Computational Linguistics.
    48.King, R. A., et al. (2014). "What we know and don`t know about online word-of-mouth: A review and synthesis of the literature." Journal of interactive marketing 28(3): 167-183.
    49.Korfiatis, N., et al. (2012). "Evaluating content quality and helpfulness of online product reviews: The interplay of review helpfulness vs. review content." Electronic Commerce Research and Applications 11(3): 205-217.
    50.Korgaonkar, P. K. and L. D. Wolin (1999). "A multivariate analysis of web usage." Journal of Advertising Research 39(2): 53-53.
    51.Kuenzel, J. and P. Musters (2007). "Social interaction and low involvement products." Journal of Business research 60(8): 876-883.
    52.Laurent, G. and J.-N. Kapferer (1985). "Measuring consumer involvement profiles." Journal of marketing Research 22(1): 41-53.
    53.Lee, G.-G. and H.-F. Lin (2005). "Customer perceptions of e-service quality in online shopping." International Journal of Retail & Distribution Management 33(2): 161-176.
    54.Lichtenstein, D. R. and W. O. Bearden (1989). "Contextual influences on perceptions of merchant-supplied reference prices." Journal of consumer research 16(1): 55-66.
    55.Liu, Y. (2006). "Word of mouth for movies: Its dynamics and impact on box office revenue." Journal of marketing 70(3): 74-89.
    56.Liu, Z. and S. Park (2015). "What makes a useful online review? Implication for travel product websites." Tourism management 47: 140-151.
    57.Madu, C. N. and A. A. Madu (2002). "Dimensions of e-quality." International Journal of Quality & reliability management 19(3): 246-258.
    58.Mishra, S., et al. (1993). "Antecedents of the attraction effect: An information-processing approach." Journal of marketing Research 30(3): 331-349.
    59.Mudambi, S. M. and D. Schuff (2010). "What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.Com." MIS quarterly 34(1): 185-200.
    60.Mudambi, S. M. and D. Schuff (2010). "What makes a helpful review? A study of customer reviews on Amazon. com." MIS quarterly 34(1): 185-200.
    61.O’cass, A. and T. Fenech (2003). "Web retailing adoption: exploring the nature of internet users Web retailing behaviour." Journal of Retailing and Consumer services 10(2): 81-94.
    62.Pan, X., et al. (2002). "Can Differences in E-Tailer Prices Be Explained by Service Quality?" Journal of the Academy of Marketing Science 30(4): 433-446.
    63.Parasuraman, A., et al. (1985). "A conceptual model of service quality and its implications for future research." Journal of marketing 49(4): 41-50.
    64.Park, C. and T. M. Lee (2009). "Antecedents of online reviews` usage and purchase influence: An empirical comparison of US and Korean consumers." Journal of interactive marketing 23(4): 332-340.
    65.Park, C. and T. M. Lee (2009). "Information direction, website reputation and eWOM effect: A moderating role of product type." Journal of Business research 62(1): 61-67.
    66.Park, D.-H. and S. Kim (2008). "The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews." Electronic Commerce Research and Applications 7(4): 399-410.
    67.Park, D.-H., et al. (2007). "The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement." International Journal of Electronic Commerce 11(4): 125-148.
    68.Picazo-Vela, S., et al. (2010). "Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits." Computers in Human Behavior 26(4): 685-696.
    69.Pornpitakpan, C. (2004). "The persuasiveness of source credibility: A critical review of five decades` evidence." Journal of applied social psychology 34(2): 243-281.
    70.Racherla, P. and W. Friske (2012). "Perceived ‘usefulness’ of online consumer reviews: An exploratory investigation across three services categories." Electronic Commerce Research and Applications 11(6): 548-559.
    71.Richins, M. L. (1983). "Negative word-of-mouth by dissatisfied consumers: A pilot study." Journal of marketing 47(1): 68-78.
    72.Scarabis, M., et al. (2006). "When consumers follow their feelings: The impact of affective or cognitive focus on the basis of consumers` choice." Psychology & Marketing 23(12): 1015-1034.
    73.Shankar, V., et al. (2002). "Online trust: a stakeholder perspective, concepts, implications, and future directions." The Journal of strategic information systems 11(3-4): 325-344.
    74.Verhagen, T., et al. (2013). "Negative online word-of-mouth: Behavioral indicator or emotional release?" Computers in Human Behavior 29(4): 1430-1440.
    75.Yin, D., et al. (2014). "Anxious or angry? Effects of discrete emotions on the perceived helpfulness of online reviews." MIS quarterly 38(2): 539-560.
    76.Zeithaml, V. A. (1988). "Consumer Perceptions of Price, Quality, and Value - a Means-End Model and Synthesis of Evidence." Journal of marketing 52(3): 2-22.
    77.常亚平，肖万福，覃伍，阎俊，网络环境下第三方评论对冲动购买意愿的影响机制: 以产品类别和评论员级别为调节变量，心理学报，2012，1244⁃1264
    78.郝媛媛，叶强，李一军，基于影评数据的在线评论有用性影响因素研究，管理科学学报，2010，78 - 88
    79.中国互联网络信息中心CNNIC，中国网络购物市场研究报告，2015，21
    80.中国互联网络发展状况统计报告，中国网络购物市场研究报告，2019，1-2
    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    106351051
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106351051
    資料類型: thesis
    DOI: 10.6814/NCCU201900908
    顯示於類別:[國際經營與貿易學系 ] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    105101.pdf2277KbAdobe PDF253檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋