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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48883


    Title: 網路正負評與消費者產品知識對網路口碑可信度之影響-以開箱文為例
    The effects of positive and negative e-WOM and product knowledge on e-WOM credibility
    Authors: 邱恬憶
    Contributors: 邱志聖
    邱恬憶
    Keywords: 網路評價
    歸因
    產品知識
    開箱文
    資訊可信度
    Date: 2009
    Issue Date: 2010-12-08 01:52:20 (UTC+8)
    Abstract: 網路興起使得口碑傳播效果更快更遠，消費者也習慣在購物之前先在網路上找尋相關產品評價後再決定購買，尤其「開箱文」的發展讓消費者能對產品有更清楚的體驗，讓網路口碑更具說服力。本研究旨在了解消費者產品知識是否會干擾網路口碑可信度，負面效果(negative effect)對所有消費者而言是否均存在。當消費者接收到網路評價時，會否因為自身產品知識不同，在接收到網路正負評價時會產生不同的可信度，並進一步了解造成其差異的原因為何。本研究針對單眼相機為研究的產品，以線上問卷調查方式收集364份有效問卷，以統計方法分析後得到以下發現：
    1.整體而言，相對於專家消費者，非專家消費者對網路評價的可信度較高。
    2.消費者的產品知識高低與網路正負評價對評價可信度產生交互作用，且發現負面效果對專家消費者而言並不存在。
    3.造成上述交互作用的原因是消費者對評價者發文動機的歸因不同所導致。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    97351015
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097351015
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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