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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/99339


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/99339


    Title: 探討口碑參與之意圖與行為
    Investigating the Intention and the Behavior of WOM Engagement
    Authors: 王翊家
    Contributors: 管郁君
    王翊家
    Keywords: 口碑參與
    電子口碑
    口碑參與意圖
    口碑參與行為
    Date: 2016
    Issue Date: 2016-07-20 17:15:52 (UTC+8)
    Abstract: 口碑參與的行為隨著資訊科技的進步日益流通快速，尤其是網路的普及與社群媒體的使用，讓消費者的體驗與意見能廣泛且快速地傳遞，然而目前仍然沒有一個明確的架構可以將口碑參與的動機做一個完整的敘述，同時也因為網路的普及使用，線上內容易於轉發，口碑傳遞的效果開始受到大家的關注，所以本研究以三種口碑參與行為，分別為意見給予 (Opinion Giving)、意見搜尋 (Opinion Seeking)與意見傳遞 (Opinion Passing)，作為研究口碑參與的主軸，以享樂、功利與社交，這樣一個涵蓋性較廣的架構來探討口碑參與的前因，並在了解消費者的動機後，繼續深究消費者傾向於線上或線下的環境，進行口碑參與的行為，從中推敲意圖與行為間可能存在的干擾變數。
    根據641份網路問卷，我們藉由因素分析得到六大動機因素，並從結構模式驗證中得知，三種口碑參與行為有不同的驅動因素，在意見給予模型中，社交性因素為首。在意見尋找模型中，產品資訊為首，最後在意見傳遞模型中，六個因素有四個因素證實有顯著影響，社交性因素為首。除此之外，三種口碑參與意圖對線上下行為都具有正向影響，雖然干擾變數皆沒有證實干擾效果，但是對於線上下行為也都具有正向影響。
    Reference: 網路資料
    2015尼爾森報告 新品最佳宣傳管道：親朋好友口碑相傳
    http://www.nielsen.com/tw/zh/press-room/2015/news-innovation-product-in-taiwan.html
    擷取日期：20151114
    2015尼爾森報告 口碑，最佳的廣告形式
    http://www.nielsen.com/tw/zh/press-room/2015/news-taiwan-trust-in-ad-2015-ch.html
    擷取日期：20151114
    2014 資策會產業情報研究所 台灣有81%消費者在購物前搜尋口碑訊息
    http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=366&cred=2014/8
    擷取日期：20151114

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    Description: 碩士
    國立政治大學
    資訊管理學系
    103356037
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103356037
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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