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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/58751
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/58751


    Title: 部落客口碑類型對消費者購買意願之影響 -廠商出資與自發性口碑之比較
    The Effects of Electronic Word of Mouth on Consumer Purchasing Intention –A Comparison of Sponsored and Non Sponsored Blog Reviews
    Authors: 林巧珍
    LIN, CHIAO CHEN
    Contributors: 樓永堅
    林巧珍
    LIN, CHIAO CHEN
    Keywords: 部落客口碑
    產品涉入程度
    產品知識程度
    Date: 2012
    Issue Date: 2013-07-11 16:05:27 (UTC+8)
    Abstract: 面對越趨多元的行銷方式及管道,廠商在各種類型的廣告方式上不斷推陳出新,企圖在有限的行銷預算之下,透過效果最佳的宣傳方式將產品訊息和口碑傳遞給消費者;其中,產品口碑的傳遞方式更隨著Web 2.0的出現,從傳統的口耳相傳,轉變成電子口碑形式,至今已廣見國內許多行銷人員藉由網際網路的力量,透過論壇、PTT和個人部落格等管道將產品口碑傳播給瀏覽者,尤其具有高瀏覽量及忠誠讀者的人氣部落客,更是廠商爭相邀文的對象。然而,此種廠商贊助的口碑類型,內容不再只是網友單純的產品使用經驗之分享,而是明顯受到廠商操控,且具商業意圖的口碑訊息;以此角度來看,相較於傳統的自發性口碑,此種廠商出資的口碑應會因為相對之下較無法取信於消費者,使得口碑效果大打折扣;而從另外一個角度來看,對於與廠商配合的部落客而言,倘若操作不甚,此種合作方式也可能使得瀏覽者的忠誠度降低,甚至動搖既有關係,導致口碑效果越來越不如預期。

    據此,本研究以推敲可能性模型(ELM)做為貫穿全文的理論架構,並採用實驗法,以部落客口碑為例,探討消費者在面對自發性口碑與廠商出資的口碑時,對其購買意願的影響是否不同;同時分析當消費者的產品涉入程度及產品知識程度不同時,此兩種部落客口碑對其購買意願的影響程度是否有所差異;本論文的實驗設計採2(部落客口碑類型:廠商出資vs.自發性)*2(產品涉入程度:高vs.低)*2(產品知識程度:高vs.低)。研究結果顯示:

    1.廠商出資的部落客口碑與自發性的部落客口碑,對於消費者的購買意願均能產生正向影響,且又以自發性部落客口碑的影響力較高。。
    2.當消費者對於產品的涉入程度高時,相較於產品涉入程度較低者,其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小。
    3.當消費者所具備的產品知識程度較高時,其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較小;但是,當消費者的產品知識程度較低時,傾向依部落客口碑類型來判斷口碑內容的可信度,相較於產品知識程度較高者,其認為廠商出資的部落客口碑與自發性的部落客口碑之可信度差異較大。
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    中文參考文獻
    林震岩(民96年6月),產品型態與訊息呈現方式對網路購物行為影響之研究, 第九屆資訊管理學術研討會。
    王志剛、謝文崔譯(民84),消費者行為,台北:華泰書局。
    Description: 碩士
    國立政治大學
    企業管理研究所
    100355022
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100355022
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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