Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/50755
|
| Title: | 虛擬社群與網路口碑訊息之研究—以香水社群為例
A study of online Word-of-Mouth in the perfume virtual community |
| Authors: | 朱映燕
Chu, Ying Yen |
| Contributors: | 陳建維
朱映燕
Chu, Ying Yen |
| Keywords: | 虛擬社群
香水
網路口碑
訊息訴求
訊息框架
口碑傳播意願
virtual community
perfume
online word-of-mouth
message appeals
message framing
intention of word-of-mouth transmission |
| Date: | 2010 |
| Issue Date: | 2011-09-29 16:37:05 (UTC+8) |
| Abstract: | 網路技術的發展與進步，改變了人們日常生活中的溝通習慣，也讓網路成為人際溝通與獲取資訊的主要來源。對於尋求日常生活不論食、衣、住、行各類資訊的民眾而言，網路無疑是一種既快速又便利的取得資訊來源。透過彼此使用、購買經驗分享與傳授，網友們相互提供的口碑資訊得以在網路的虛擬空間裡不斷地累積擴散。其中，香水虛擬社群成員間的互動與口碑訊息交流，為本研究所感興趣欲進一步研究的議題。
本研究以虛擬社群台大PTT Perfume 板的成員為調查對象，以社會資本理論歸結出的成員特性: 相似性、認同感及信任感三構念，來探討影響社群使用者知識分享交流的動機與其對網路口碑訊息傳遞的影響；另以訊息訴求與訊息框架二構念來研究其對社群使用者溝通效果及後續口碑傳播意願的關聯。本研究以「問卷調查法」進行資料的蒐集，共蒐集有效樣本問卷227 份，使用SPSS 18.0 來進行資料分析，以檢驗本研究模型和相關假說。
研究結果發現: (一)、社群成員的「相似性」不論對成員間的「知識貢獻」、「知識欲求」與「口碑傳播意願」，均有顯著正向的影響。社群成員的「認同感」對成員間的「知識貢獻」與「口碑傳播意願」，有顯著正向的影響；但對成員的「知識欲求」則無顯著影響。社群成員的「信任感」對成員間的「知識欲求」有顯著正向的影響；但對成員的「知識貢獻」與「口碑傳播意願」則無顯著影響。(二)、「正面框架」的訊息表達方式，以及不論「理性」、「感性」、或「自我象徵」的訊息訴求，對於社群使用者均能帶來正向顯著的「溝通效果」；另外，訊息的「溝通效果」，會對社群成員網路口碑傳播的意願帶來顯著正向的影響。(三)、最後，Perfume 板虛擬社群成員間的「知識交流」程度，亦會對社群內的「口碑傳播意願」帶來顯著正向的影響。
The development and progress of Internet technology has changed human communication, especially interpersonal communication and information searching. Moreover, the Internet has become a convenient communication channel in our daily life for gathering product-related information. Product users can share their purchase and usage experience with one another over the virtual network and the impact of online word-of-mouth is escalating. Accordingly, this study is to discuss the sharing and transmission of the online word-of-mouth about perfume among the virtual community members.
Data were collected by an online questionnaire survey from 227 members of PTT_Perfume, which is one of the most famous virtual communities in the area of BBS. The study incorporates similarity, identification, and trust from the perspective of the social capital theory to discuss the knowledge sharing intention and their influences on the word-of-mouth transmission；Besides, it investigates how the message appeals and message framing affect the communication effect and how online word-of-mouth spreads among the virtual community. The data analysis was conducted using SPSS 18.0.
The findings of this research reveals that community similarity is positively associated with the knowledge sharing and the intention of online word-of-mouth transmitting；Identification is positively associated with the knowledge contribution and the intention of online word-of-mouth transmitting；Trust is only positively associated with the knowledge acquisition. Second, positive framing, rational, emotional and self-expressive appeals all have positive influences on communication effect. Finally, the communication effect of messages and the degree of knowledge sharing both have positive impacts on the intention of online word-of-mouth transmission. |
| Reference: | 一、中文部分
1.國際電聯電信委員會（ITU）:http://www.itu.int/home/index.html
2.路君均，心理學，台北中國行為科學社，pp.336，民國61 年。
3.吳統雄，「態度與行為研究的信度與效果：理論、應用、反省」，民意學術專刊，民國74 年夏季號。
4.羅文坤，行銷傳播學，台匇，三民書局，民國75 年。
5.樊志育，廣告效果研究，台北：三民書局，民國79 年2 月版。
6.林建煌，「廣告聲譽、廣告訊息正反性對廣告效果之影響」，管理科學學報，第八卷，第二期，pp.169~180，民國80 年12 月。
7.林建煌，消費者行為。台北：智勝文化事業有限公司，民國91年。
8.臧國仁。消息來源組織與媒介真實的建構-組織文化與組織框架的觀點。廣告學研究，11，69-116。民國87 年。
9.今川淳、林住昌弘、多田正仁、沙子一雄。感性消費、理性消費－你是哪一種消費者？(鄭美秀 譯)，台北：業強出版社。1989 年。
10.Michelle Kodis, David Moran & Deborah Houy。第六感官－愛的氣味：費洛蒙(張美惠 譯)，台北:時報文化出版社。1999 年。
59. Harris, D.B. (1996). Creating a Knowledge Centric Information Technology Environment.
60. Hawkins, Best & Conzy. (1992). Consumer Behavior Home-wood, IL 60430, Boston, MA 02116, Fifth Edition, 594-624.
61. Heider, F. (1946) “The Psychology of Intersonal Relations”, New York: John Wiley and Sons, Inc.
62. Hendriks, P.(1999). “Why share knowledge? The Influence of ICT on Motivation for knowledge sharing”, Knowledge and Process Management, 6(2), 91-100.
63. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (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.
64. Herr, Paul M., Frank R. Kardes and John Kim. (1991). “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17(4), March, 454-462.
65. Hiltz, S.R. & Wellman, B. (1997). Asynchronous learning networks as a virtual classroom. Communications of the ACM, 40(9), 44-49.
66. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
67. Hirschman, E. C., & Solomon, M. R. (1984). Utilitarian, aesthetic, and familiarity responses to verbal versus visual advertisement. Advances in Consumer Research, 11(1), 426-431.
68. Hoffman, D. L. and T. P. Novak. (1996). “Marketing in Hypermedia computer-mediated Environments: Conceptual Foundations,” Journal of Marketing, 60, 50-68.
11.Piet Vroon, Anton van Amerongen & Hans de Vries。嗅覺符碼(洪慧娟 譯)，台北:商周出版社。2001 年。
69. Holbrook, M. B,and K.P. Corfman. (1985). Quality and Value in the Consumption Experience: Phaedrus rides Again. In: Jacoby J, Olson J, Editor. Perceived Quality. Lexington, MA: Lexington Books, 31-57.
70. Holtshouse, D. (1998). Knowledge research issues. California Management Review, 40(3), 277-280.
71. Hong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. Magazine advertising. Journal of Advertising, 16(1), 55-62.
72. Hovland, Carl I., Irving L. Janis, and Harold H, Kelley. (1953). Communication and Persuasion: Psychological Studies of Obvious Change, New Haven, and C.T.: Yale University Press.
73. Jarvenpaa, S. L. and Leidner, D. E. (1999) “Communication and trust in global virtual teams,” Organization Science, 10(6), 791-815.
74. Jarvenpaa, S. L., Knoll, K., and Leidner, D. E. (1998) “Is anybody out there? Antecedents of trust in global virtual teams,” Journal of Management Information Systems, 14(4), 29-64.
75. Johar, J. S., & Sirgy, M. J. (1991). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising, 20(3), 23-34.
76. Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under Risk. Econometrica, 47(2), 263-291.
77. Kankanhalli, A., Tan, Bernard C.Y., Wei, Kwok-Kee. (2005) Contributing Knowledge to Electronic Knowledge Repositories : An Empirical Investigation. MIS Quarterly, 29(1), 113-143.
78. Katz, E. and P. F. Lazarsfeld. (1955). “Personal Influence: The Part Played by People in the Flow of Mass Communications,” Glencoe, IL: Free Press.
12.Rachel Herz。氣味之謎－主宰人類現與未來生存的神奇感官(李曉筠 譯)，台北:方言文化出版。2009 年。
79. Knower, F. H. (1935). Experimental Studies of Changes in Attitude. I. A study of the Effect of Oral Argument on Changes of Attitude. Journal of Social Psychology, 6, 315-347.
80. Koh, J. and Kim, Y. (2004) “Knowledge sharing in virtual communities: an e-business perspective,” Expert Systems with Applications (26), 155-166.
81. Kolter, Philip. (1991). Marketing Management: Analysis Planning, Implementation and Control, 7thEd, New Jersey, Prentice Hall Inc.
82. Kolter Philip. (1997). Marketing Management：Analysis, Planning and Control , 9th Edition, New Jersey, Prentice-Hall Inc.
83. Kolter, P. (2006). Marketing Management (12th Ed.). Upper Saddle River, New Jersey, Prentice Hall Inc.
84. Laskey, H. A., Fox, R. J., & Crask, M. R. (1995). The Relation Between Advertising Message Strategy and Television Commercial Effectiveness. Journal of Advertising Research, 35(2), 31-39.
85. Lavidge, R. J., and Steiner, G. (1961). A model for predictive measurement of advertising effectiveness. Journal of Marketing Research, 25(6), 59-62.
86. Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15, 374-378.
87. Lewicki, R. J. and Bunker, B. B. (1996). “Developing and Maintaining Trust in Work Relationships,” in Trust in Organizations: Frontiers of Theory and Research, R.M. Kramer and T.M. Tyler (eds.), Thousand Oaks, CA: Sage, 114-139.
88. Lin, Nan. (2001). Social Capital. New York : Cambridge University Press.
13.丁源宏，「不同媒介特性,廣告訴求與產品涉入度對於廣告效果影響之探討-比較平面媒體與網際網路」中山大學傳播管理研究所碩士論文，1999 年。
89. Lutz, Richard J., Scott B. Mackenie and George E. Belch. (1983)." Attitude Toward the Ad. As a Mediator of Advertising Effectiveness: Determinants and Consequences", Advance in Consumer Research, 10, 532-539.
90. MacKenzie, S. B., and Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting contexts. Journal of Marketing, 53(2), 48-65.
91. Maheswaran, D. and Meyers-Levy, J. (1990), “The Influence of Message Framing and Issue Involvement,” Journal of Marketing Research, 27, August, 361-367.
92. Mangold, W. G., F. Miller, and G. R. Brockway. (1999). “Word-of-Mouth Communication in the Service Marketplace,” The Journal of Services Marketing 13, 73-88.
93. Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research. 20(3), 451-466.
94. Mazzarol, Tim, Jillian C. Sweeney, and Geoffrey N. Soutar. (2007). “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study,” European Journal of Marketing, 41 (11/12), 1475-1494.
95. McWilliam, G. (2000). “Building Stronger Brands Through Online Communities,” Sloan Management Review, 41, Spring, 43-54.
96. Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72.
97. Melanie Wallendorf and Michael Reilly. (1983). "Ethnic Migration, Assimilation, and Consumption," Journal of Consumer Research, 10, December, 292-302.
98. Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of Personality and Social Psychology, 52(3), 550-510.
14.方幸意，「網路口碑訊息特性對消費者品牌態度之影響」成功大學國際企業研究所碩士論文，2006 年。
99. Milliken, F. J., & Martins, L. L. (1996). Searching for common threads: Understanding the multiple effects of diversity in organizational groups. Academy of Management Review, 21(2), 402-403.
100. Misztal, B. (1996). Trust in Modern Societies, Cambridge: Polity Press.
101. Murray, K. B. (1991). “A test of services marketing theory: consumer information acquisition activities,” Journal of Marketing, 55(1), Januany, 10-25.
102. Nahapiet J. and Ghoshal, S. (1998). “Social capital, intellectual capital, and the organizational advantage,” The Academy of Management Review, 23(2), 242-266.
103. Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.
104. Nonaka, I. and Takeuchi, H. (1995). The Knowledge-Creating Company, N.Y.: Oxford University Press.
105. Olshavsky, R. W. (1985). Perceived Quality in Consumer Decision Making: an Integrated Theoretical Perspective in Perceived Quality, Jacoby J. and J. Olson (Eds.), Lexington Books, MA: Lexington, 3-29.
106. Parker, B. J. (1998). Exploring life themes and myths in alcohol advertisements through a meaning-based model of advertising experiences. Journal of Advertising, 27(1), 97-112.
107. Park C. Whan. and B. Mittal. (1985). "A Theory of Involvement in Consumer Behavior: Problem and Issues.” Research in Consumer Behavior, JN. Sheth ed .Greenwich, 220-223.
108. Peter Olson. (1997). "Probing Earth`s dynamo,” Nature, London.
15.江啟明，「模組化行銷偵測系統」，交通大學管理學研究所碩士論文，1989 年。
109. Peter,Wright. (1977)." Cognitive Response to Mass Media Advocacy," Cognitive Response in Persuasion, Richard E. Petty, Thomas M. Ostrom, and Timothy C. Brock, eds. Hillsdale, NJ: Lawrence Erlbaum Associalte, 263-282.
110. Polanyi, M. (1960). Personal knwoledge: Towards a post-critical philosophy. Chicago: University of Chicago Press.
111. Pondy, L. R. and Mitroff, I. I. (1979). “Beyond Open Systems Models of Organizations,” Research in Organization Behavior (1), 3-39.
112. Portes, A. and Sensenbrenner, J. (1993). “Embeddedness and immigration: notes on the social determinants of economic action,” American Journal of Sociology, 98, 1320-1350.
113. Puto, Christopher P., and William D. Wells. (1984). " Informational and Transformational Advertising: The Fifferential Effects of Time," Advances in Consumer Research, 11, 638-643.
114. Resnik, A., & Stern, B. L. (1977). An Analysis of Information Content in Television Advertising. Journal of Marketing, 41(1), 50-53.
115. Rheingold, H. (1993). The virtual community. MIT Press.
116. Rheingold,H. (1993).Virtual community: homesteading on the electronic frontier. Addison-Wesley.
117. Richins, M. (1983). “Negative word-of-mouth by dissatisfied consumers : a pilot study,” Journal of Marketing 47, Winter, 68-78.
118. Ridings, C.M., D. Gefen, and B. Arinze. (2002). “Some antecedents and effects of trust in virtual communities,” Journal of Strategic Information Systems 11, 271-295.
16.何昭賢，「產品屬性、訊息來源對廣告溝通效果的影響」東吳大學企業管理研究所碩士論文，2000 年。
119. Ring, P. S. and Van de Ven, A. H. (1992) “Structuring cooperative relationships between organizations,” Strategic Management Journal, 13, 483-498.
120. Romm, C., Pliskin, N. & Clarke, R. (1997). Virtual communities and society: toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
121. Rothman, A. J., P. Salovey, C. Antone, K. Keough, and C. D. Martin. (1993). " The Influence of Message Framing on Intentions to Perfcorm Health Behaviors, "Journal of Experimental Social Psychology, 29, 408-433.
122. Schiffman.L.G. and L.L.Kanuk. (1994). "Consumer Behavior, 5th." Prentice-Hall Inc.
123. Schiffman, L. G., & Kanuk, L. L. (2003). Consumer Behavior (6th ed.). Upper Saddle River, NJ: Prentice Hall.
124. Senge, P. M. (1997). “Sharing Knowledge”, Executive Excellence, 15(6), 11-12.
125. Shimp, T. A. (1990). Promotion Management and Marketing Communication. Chicago, IL: The Dryden Press, 343-353.
126. Silverman, G. (1997). “How to harness the awesome power of word of mouth,”Directing Marketing, 60(7), 32-37.
127. Singh, J., and S. Pandya. (1991). “Exploring the Effect of Consumers’ Dissatisfaction Level on Complaint Behaviors,” European Journal of Marketing, 25(90), 7-21.
128. Smith, G. E. (1996). Framing in Advertising and the Moderating Impact of Consumer Education. Journal of Advertising Research, 36(5), 49-64.
17.李坤遠，「訊息涉入,廣告主可信度,廣告訴求方式與廣告溝通效果關係之研究」交通大學管理科學研究所碩士論文，1996 年 。
129. Snyder, Mark & DeBono, K. G. (1985). "Appeals to Image and Claims About Quality: Understanding the Psychology of Advertising", Journal of Personality and Social Psychology, 49(3), 586-597.
130. Sproull, L. and S. Faraj. (1997). “Atheism, sex and databases : the net as a social technology,” Culture of the Internet, Lawrence Erlbaum Associates, Mahwah, NJ, 35-51.
131. Sundaram, D. S., K. Mitra, and C. Webster. (1998). “Word-of-Mouth Communications : A Motivational Analysis,” Advances in consumer Research 25, 527-531.
132. Sun, Y. C., & Wu, S. C. (2008). The effect of emotional state on waiting in decision making. Social Behavior and Personality, 36(5), 591-602.
133. Tajfel, H. (Ed.). (1982). Social relations and intergroup relations, MA: Cambridge University Press, Cambridge.
134. Tanimoto, J. and H. Fujii. (2003). “A study on diffusion characteristics of information on a human network analyzed by a Multi-Agent simulator,” The Social Science Journal, 40, 479-485.
135. Thorbjornsen, H., M. Supphellen, H. Nysveen, and P. E. Pedersen. (2002). “Building brand relationships online: a comparison of two interactive applications,” Journal of Interactive Marketing, 16(3), Summer, 17-34.
136. Trier, M. (2008). Towards dynamic visualization for understanding evolution of digital communication networks. Information Systems Research, 19(3), 335-350.
137. Tsai, W. and Ghoshal, S. (1998). “Social capital and value creation: The role of intra firm networks,” Academy of Management Journal, 41(4), 464-476.
138. Tsai, C. C., & Tsai, M. H. (2006). The Impact of Message Framing and Involvement on Advertising Effectiveness- The Topic of Oral Hygiene as an Example. Journal of American Academy of Business, 8(2), 222-226.
18.李麗娟，「造形與嗅覺意象之關聯性研究-以香水為例」大同大學工業設計研究所碩士論文，2003 年。
139. Tsui, A. S. & O`Reilly III C. A. (1989). Beyond simple demographic effects: The importance of relational demography in supervisor - subordinate dyads. Academy of Management Journal, 32, 402-420.
140. Ueltschy, L. C., & Krampf, R. F. (1997). The influence of acculturation on advertising effectiveness to the Hispanic market. Journal of Applied Business Research, 13(2), 87-101.
141. Wand, Y. and D.R. Fesenmaier. (2003). “Understanding the Motivation to Contribute to Online Communities: An Empirical Study of an Online Travel Community,” Electronic Markets, 13(1), 33-45.
142. Wasko, M. M. and Faraj, S. (2005). “Why should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice,” MIS Quarterly, 29(1), 35-57.
143. Wathne, K., Roos, J., & Krough, G. v. (1996). Towards a theory of knowledge transfer in a cooperative context. In G. v. Krogh & J. Roos (Eds.), Managing Knowledge Perspective on Cooperation and Competition, 1, 55-81. London: Thousand Oaks, Calif.: Sage Publications.
144. Wellman, B. (2001). Computer networks as social networks. Science, 293(5537), 2031-2034.
145. Wilke, W. H. (1934). An Experimental Comparison of the Speech, the Radio and the Printed Page as Propaganda Devices. Archives of Psychology, 169.
146. Wilkie, W. L. (1990). Consumer behavior, New York Wiley & Sons.
147. Wirtz, Jochen and Patricia Chew. (2002). “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour,” International Journal of Service Industry Management, 13(2), 141-162.
148. Zeithaml, V. A. (1988). Consumer Perception of Price, Quality and Value：A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-22.
19.呂玉華，「「產品特質」、「資訊價值」與「企業行銷策略」關係之研究」政治大學企業管理研究所，1990 年。
149. Zeithaml, V., L. Berry & A. Parasuraman. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
150. Zhang, Yong and Buda, R. (1999). “Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages” Journal of Advertising, 28, Summer, 1-15.
20.吳竺霖，「國內綠色廣告訊息表現之研究」政治大學廣告學研究所碩士論文，1999 年。
21.林清州，「廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係」政治大學企業管理研究所碩士論文，1992 年。
22.林偉修，「產品品質、服務品質與顧客購後行為關係之研究:以辦公家具個案公司為例」台灣大學國際企業研究所，2003 年。
23.林悅羽，「電子商務B2C中口碑傳播影響因素之探討－以Yahoo 奇摩拍賣為例」彰化師範大學資訊管理研究所碩士論文，2008 年。
24.林湘芬，「女性消費者與網路口碑傳播行為之研究－以20 歲~40 歲女性購買美容保健產品為例」世新大學公共關係暨廣告學研究所碩士論文，2009 年。
25.施方絜，「訊息來源、訊息架構與訊息負荷量對溝通效果之影響」銘傳大學國際企業研究所碩士論文，2003 年。
26.邱于平，「部落格口碑對消費者購買決策影響之研究」台灣師範大學圖文傳播學系碩士論文，2009 年。
27.梁文傑，「訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究」臺灣大學商學研究所碩士論文，1992 年。
28.梁永昌 ，「影響虛擬社群成員知識交流因素之探討」中央大學資訊管理研究所碩士論文，2004 年。
29.廖汝文，「視覺與嗅覺之關聯性研究-以香水包裝為例」中原大學商業設計研究所碩士論文， 2006 年。
30.陳靜慧，「關係與人際關係品質:主觀契合度的中介效果與關係類型的調節效果」台灣大學心理學研究所碩士論文，2000 年。
31.陳敏郎，「廣告代言人對推薦品牌廣告效果影響之研究」，交通大學經營管理研究所碩士論文，2001 年。
32.陳俊傑，「訊息典型性、訊息正反性與認知需求對消費者品牌態度之影響」臺灣大學商學研究所碩士論文，2001 年。
33.陳怡均，「電視購物節目訴求類型與呈現方式之影響」臺灣大學商學研究所碩士論文，2006 年。
34.陳靖旻 ，「影響虛擬社群成員知識分享因素之探討－社會資本理論觀點」中央大學資訊管理研究所碩士論文，2008 年。
35.蘇琬雯，「消費者性別角色、生活型態與香水適用性別標示對氣味認知、評價及使用意圖的影響」明新科技大學企業管理研究所，2007 年。
36.鐘宏彬，「影響網路謠言傳播的因素及擴散模式-由電子郵件謠言的散播與企業闢謠作為談起」政治大學企業管理研究所碩士論文，2003 年。
37.劉若蘭，「訊息訴求、訊息正反性、訊息來源可信度、與消費者認知需求對廣告效果之影響」成功大學企業管理研究所碩士論文，2001 年。
38.劉思源，「故事病毒行銷模式之初探性研究」開南大學國際企業研究所碩士論文，2009 年。
39.闕克儒，「網路匿名性、企業形象與關係品質對網路口碑影響之研究-以線上遊戲為例」中興大學企業管理學研究所碩士論文，2004 年。
二、英文部分
1. Aaker, D. A. (1996). Measurement Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
2. Aaker, J.L. (1997). Dimension of brand personality. Journal of Marketing Research, 34(3), 347–356.
3. Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research. 28(1), 1-17.
4. Adler, P. Richard. & Christopher, J. Anthony. (1999). Internet community primer
overview and business opportunities. Harper Collins Publishing Inc.
5. Arjun, Chaudhuri. (1999).”Does Brand Loyalty Mediate Brand Equity Outcomes?”, Journal of Marketing, Spring, 136-146.
6. Armstrong, Arthur. G. & John, Hagel. III. (1996). The real value of on-line communities. Harvard Business Review, May-June.
7. Arndt, J. (1967). Role of product related conversations in the diffusion of a new product. Journal of Marketing Research 4, August, 291-295.
8. Atkin Charles & Block Martin. (1983). “Effectiveness of Celebrity Endorsers”, Journal of Advertising Research, 23(1), 57-61.
9. Ba, S., (2001). “Establishing online trust through a community responsibility system,” Decision Support Systems, 31, 323-336.
10. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research. 20(4), 644-656.
11. Baker, Michael J. and Gilbert A. Churchill. (1977). "The Impact of Physically Attractive Models on Advertising Evaluations", Journal of Marketing Research, 538-555.
12. Balasubramanian, S. and V. Mahajan. (2001). “The Economic Leverage of the Virtual Community,” International Journal of Electronic Commerce, 5, Spring, 103-138.
13. Baron, R.M. and Kenny, D.A. (1986). The moderator-mediator distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
14. Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters. 2(2), 159-170.
15. Bauer, H. H., M. Grether, and M. Leach. (2002). “Building customer relations over the Internet,” Industrial Marketing Management, 31, 155-163.
16. Baym, N. K. (1998). The emergence of on-line community. Sage New MediaCultures Series, 35-68.
17. Berscheid, E. (1966). “Opinion change and communicator-communicate similarity and dis-similarity.” Journal of Personality and Social Psychology, 4, 670-680.
18. Bhattacherjee, Anol. (2002). Individual Trust in Online Firms: Scale Development and Initial Test, Journal of Management Information Systems, 19(1), 211-241.
19. Bickart B. and R. M. Schinkler. (2001). “Internet Forums as Influential Sources of Consumer Information,” Journal of Interactive Marketing, 15(3), 31-40.
20. Blau, P. M. (1964). Exchange and Power in Social life, John Wiley and Sons, New York.
21. Block, Lauren G. and Keller, Punam A. (1995). “When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior,” Journal of Marketing Research, 32(5), 192-203.
22. Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: do consumers perceive warranties as signals of quality? Journal of Consumer Research, 10, 111-123.
23. Bourdieu, P. (1986). The forms of capital, in Handbook of Theory and Research for the Sociology of Education, Richardson, J. G. (Ed.), Westport Connecticut: Greenwood press, 241-258.
24. Bourdieu, P. and Wacquant, L. (1992). An Invitation to Reflexive Sociology, University of Chicago Press: Chicago, IL.
25. Bridge, Harry Penrose. (1950). "Practical Advertising: A Comprehensive Guide to the Planning and Preparation of Modern Advertising in all of its Phase," N.Y.: Rinehart.
26. Briggs, R. and H. Nigel, (1997). “Advertising on the web: Is there response before click-through,” Journal of Advertising Research, 37, April, 33-45.
27. Bristor, Julia M. (1990). “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, 4, 51-83.
28. Buda, R., & Zhang, Y. (2000). Consumer product evaluation: The interactive effect of message framing, presentation order, and source credibility. Journal of Product & Brand Management, 9 (4), 229-242.
29. Burt, R. S. (1992) Structural Holes: The Social Structure of Competition, Harvard University Press, Cambridge.
30. Byrne, D. (1971). The ubiquitous relationship: Attitude similarity and attraction: A cross-cultural study. Human Relations, 24, 201-207.
31. Cantril, H., & Allport, G. (1935). The psychology of radio. New York: Harper and Brothers.
32. Carolis, D. M. (2002). “The Role of Social Capital and Organizational Knowledge in Enhancing Entrepreneurial Opportunities in High-Technology Environments,” in The Strategic Management of Intellectual Capital and Organizational Knowledge, Choo, C. W. and Bontis, N.(eds.), 699-710.
33. Chiu, C. M., Hsu, M. H., and Wang, E. T. G. (2006). “Understanding knowledge sharing in virtual communities: an integration of social capital and social cognitive theories,” Decision Support Systems, 42(3), 1872–1888.
34. Cicourel, A. V. (1973). Cognitive Sociology: Language and Meaning in Social Interaction, Harmondsworth, Penguin Press.
35. Coleman, James, Elihu Katz, and Herbert Menzel. (1966), “Medical Innovation: A Diffusion Study,” New York: Bobbs-Merrill.
36. Davenport, T. H. and Prusak, L. (1998). Working Knowledge: How Organizations Manage What They Know, Harvard Business School Press, Boston.
37. Day, George S. (1971), “Attitude Change Media and Word of Mouth,” Journal of Advertising Research, 11(6), 31-40.
38. Donthu, N., Cherian, J., & Bhargave, M. (1993). Factors influencing recall of outdoor advertising. Journal of Advertising Research, 33(3), 64-72.
39. Doob, L. W. (1948). Public Opinion and Propaganda. New York: Henry Holt.
40. Dellarocas, C. (2003). The digitization of Word-of-Mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
41. Dellarocas, C. (2006). Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms. Management Science, 52(10), 1577-1593.
42. Eagly, & Chaiken. (1993). The Psychology of Attitudes, (4th ed). TX: Harcourt Brace Jovanovich.
43. Edell, J. A., & Burke, M. C. (1984). The moderating effect of attitude toward an ad on ad effectiveness under different processing conditions. Advances in Consumer Research, 11(1), 644-649.
44. Engel, J. F., R. D. Blackwell, and P. W. Miniard, (1993), Consumer Behavior 8th ed., Fort Worth : Dryden Press.
45. Entman, R. M. (1993). Framing: Toward Clarification of a Fractured Paradigm. Journal of Communication, 43(4), 51–58.
46. Festinger. (1957). A Theory of Cognitive Dissonance, Stanford University Press.
47. Finch, B. J. (1999). “Internet discussions as a source for consumer product customer involvement and quality information : an exploratory study,” Journal of Operations Management, 17, 535-556.
48. Fishbein M.I., and Ajzen. (1975). "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Reading. " MA: Addison-Wesley.
49. Ganzach, Yoav and Karsahi, Nili. (1995). “Message Framing and Buying Behavior: A Field Experiment,” Journal of Business Research, 32, 11-17.
50. Gamson, W. A., Croteau, D., Hoynes, W., & Sasson, T. (1992). Media Images and the Social Construction of Reality. Annual Review of Sociology, 18, 373-393.
51. Garton, L., Haythornthwaite, C., & Wellman, B. (1998). Studying online social networks. In S. Jones (Ed.), Doing Internet research: Critical issues and methods for examining the Net: Sage Publications.
52. Gaski, J. (1986). Interrelations among a channel entity’s power sources: Impact on the exercise of reward and coercion on expert, referent, and legitimate power sources. Journal of Marketing Research. 23, 62-77.
53. Gelb, B., & Sundaram, S. (2002). Adapting to "word of mouse". Business Horizons, 45(4), 21-25.
54. Goldsmith, R. E., & Horowitz, D. (2006).Measuring Motivations for Online Opinion Seeking.Journal of interactive Advertising, 6(2), 1-16.
55. Goodman, J., & Truss, C. (2004). The medium and the message: communicating effectively during a major change initiative. Journal of Change Management, 4(3), 217-288.
56. Granitz, Z. A., and J. C. Ward. (1996). “Virtual Community : A Sociocognitive Analysis,” Advance in Consumer Research, 23, 161-166.
57. Granovetter, M. S. (1992) “Problems of explanation in economic sociology,” in Networks and organizations: Structure, form, and action, N. Nohria and R. Eccles (Eds.), Harvard Business School Press, Boston, 25-26.
58. Grewal, Dhruv, Gotlieb, Jerry and Marmorstein, Howard (1994). “The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship,” Journal of Consumer Research, 21, June, 145-153. |
| Description: | 碩士
國立政治大學
國際經營與貿易研究所
98351014
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098351014 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 285 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
