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系統識別號 U0026-0202201506184300
論文名稱(中文) 信任度對參考團體影響力及認知訊息量之影響:比較傳統與虛擬參考團體之研究
論文名稱(英文) The Effect of Trust on Reference Group Influence and Perceived Informativeness:A Comparison between Traditional Group and Virtual Community
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 1
出版年 104
研究生(中文) 陳伶禹
研究生(英文) Ling-Yu Chen
學號 R46011010
學位類別 碩士
語文別 英文
論文頁數 81頁
口試委員 指導教授-賴孟寬
口試委員-蔡東峻
口試委員-蔡惠婷
中文關鍵字 參考團體  參考團體影響力  虛擬團體  信任度  訊息認知量 
英文關鍵字 virtual community  reference group  reference group influence  perceived informativeness 
學科別分類
中文摘要 參考團體的影響在生活中是常見到的現象,在過去,當我們面對選擇商品、品牌或是服務的時候,我們比較容易被親朋好友所影響,但是近來因為網際網路的興起,許多社群網絡團體如雨後春筍般越來越多元,消費者似乎越來越依賴網路上的資訊與資源,但在過去的研究中,多著重在比較不同國籍、朋友和家人等等的影響力有何差別,所以本研究中,探討消費者如何受到信任度的影響,進而去影響參考團體的影響力及認知訊息量。其中,把參考團體分為兩個:親朋好友及網路平台;團體影響力有三個:訊息影響力、價值影響力、及效用影響力。
依據過去的文獻,推導出7個假設,經過問卷發放後,一共收回 223 份有效問卷,本研究利用回歸分析,得到的研究結果如下所述:
1.網路平台有較高的訊息影響力,也就是說,消費者在搜尋產品的資訊時,會傾向網路平台上的資源。而親朋好友有較高的價值影響力及效用影響力,消費者會比較想要融入親朋好友當中,有歸屬感的存在。這兩個團體的影響力有顯著的差異性。
2.信任度會影響到消費者的行為,所以在本研究中,信任度會顯著的影響訊息、價值、及效用影響力,當消費者對於某個參考團體的信任度越高時,他們所受到的影響力就會越高。
3.訊息影響力、價值影響力及效用影響力會讓消費者的訊息認知量提高,也就是說,參考團體影響力會讓消費者對於某項產品變得更為熟悉且會影響消費者做決策。
英文摘要 Being influenced by reference group is a normal behavior. In the past, we are easily influenced by family and friends when we face the problem of choosing product or service. But now, because of the popularity of Internet and the flouring virtual community, consumers seem to become depend on the views from the Internet. Hence, the study wants to compare how virtual community and traditional group affect reference group influences. Reference group can be separated into three categories, including informational influence, value-expressive influence, and utilitarian influence.
After collecting data, the research use LISREL to evaluate how trust effected on the reference group influence and perceived informativeness, and compared these two groups. The research use LISREL to evaluate the hypotheses.
To sum up, this research focuses on the effect of trust on reference group influences and perceived informativeness. The research findings can be concluded as the followings. First, when discussing the reference group influence, virtual community has more informational influence, which means consumers rely on virtual community when they looking for detailed resources. Traditional group has more value-expressive and utilitarian influence, which means individuals want to have psychological relationship with family and friends rather than virtual community. Second, trust would positively affect reference group influences. The higher trust would lead to more informational, value-expressive, and utilitarian influence. Third, it showed that all the reference group influences would positively affect perceived informativeness.
論文目次 CHAPTERⅠINTRODUCTION--1
CHAPTER Ⅱ LITERATURE REVIEW--5
Reference group--5
Reference group influence--8
Trust--13
The relation between trust and reference group influences--14
Perceived informativeness--15
The relation between reference group influences and perceived informativeness--15
Traditional group and virtual community as reference group--16
Conceptual Model--17
CHAPTER Ⅲ METHODOLOGY--18
Operational Definition of Variables--18
Independent variable--18
Moderator--19
Mediator--20
Dependent variable--22
Pretest--25
Procedures--25
Results--26
Modifications--30
Formal Data Collection--32
Sampling--32
Questionnaire design--32
CHAPTER Ⅳ RESULTS AND DISCUSSIONS--34
Data handling--34
Data Coding--34
Reliability and Validity--37
Factor analyses--37
Reliability--44
Validity--44
Hypothesis Testing--48
CHAPTER Ⅴ CONCLUSIONS AND SUGGESTIONS--56
Conclusions--56
Empirically Tested Model--59
Research Contributions--59
Academic Contributions--59
Managerial Implications--60
Limitations and Suggestions for Future Research--61
REFERENCES--63
Appendix A: PRETEST QUESTIONNAIRE--71
Appendix B: FORMAL QUESTIONNAIRE--76
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