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系統識別號 U0026-0208202015533600
論文名稱(中文) 網路口碑、從眾行為與知覺價值對購買行為之關係
論文名稱(英文) The Impact of eWOM, Conformity and Perceived Value on Purchase Intention
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 108
學期 2
出版年 109
研究生(中文) 蔡浩東
研究生(英文) Ho-Tung Choi
學號 R46075014
學位類別 碩士
語文別 英文
論文頁數 102頁
口試委員 指導教授-賴孟寬
口試委員-蔡惠婷
口試委員-高如妃
中文關鍵字 網路口碑  從眾行為  規範性影響  資訊性影響 
英文關鍵字 eWOM  conformity  normative influence  informational influence 
學科別分類
中文摘要 由於科技的創新,互聯網已經成為每人日常生活中不可或缺的一部分。當消費者在進行購買決策時,現在都會在網路上搜尋資訊,其中網路口碑是一個重要的考慮因素。然而從眾行為可以分為兩種影響:規範性和資訊性影響 (Deutsch & Gerard, 1955),當中Tsao, Hsieh, Shih, and Lin (2015)的研究發現從眾行為與網路口碑是存在關係的。因此,本研究主要探討規範性和資訊性影響的中介效果如何影響網路口碑和知覺價值之間的關係,進一步討論規範性和資訊性從眾的影響力,並探討性別差異的影響。
本研究利用問卷的發放、回收和分析去驗證研究假設。問卷的內容包括對網路口碑、規範性影響、資訊性影響、知覺價值以及購買行為的影響,總共回收408份有效問卷。研究結果如下所述。
1. 正面的網路口碑能夠對知覺價值有正向顯著的影響。
2. 規範性和資訊性的影響都能夠對網路口碑和知覺價值的關係有正向顯著的影響,而且是部分中介影響。
3. 在網路口碑和知覺價值的關係裡,女性比男性更受從眾行為的影響。
4. 知覺價值能對購買行為有正向顯著的影響。
英文摘要 Because of the technology advancement, the Internet has become an essential element in daily life and people will search for information about products or services online before making purchase decisions. Among the information, eWOM is one of the important elements that people will take into considerations. Conformity, which can be divided into normative and informational influence (Deutsch & Gerard, 1955), is found that it is also associated with eWOM (Tsao et al., 2015). Therefore, this study aims to discuss the mediating effects of normative and informational influence on the relationship between eWOM and perceived value and then further discuss the influence power of normative and informational influence.
This study adopts the method of questionnaires to test the hypotheses. The questionnaire items include measures on eWOM, normative influence, informational influence, perceived value, and purchase intention and this study collected 408 valid questionnaires. The findings are as follows. Firstly, positive eWOM can have a positive influence on the perceived value. Secondly, there are positive and partial mediating effects of normative and informational influence on the relationship between eWOM and perceived value. Thirdly, females’ mediating effect of the conformity influence on the relationship between eWOM and perceived value is more significant than males’ one. Finally, the perceived value can significantly and positively influence purchase intentions.
論文目次 CHAPTER I 1
INTRODUCTION 1
1.1 Research Background 1
1.2 Research Gap and Objective 3
CHAPTER II 5
LITERATURE REVIEW 5
2.1 Electronic Word of Mouth 5
2.2 Conformity 7
2.3 Perceived Value 11
2.4 Purchase Intention 15
CHAPTER III 17
METHODOLOGY 17
3.1 Research Design 17
3.2 Independent Variables 17
3.3 Mediating Variables 18
3.4 Dependent Variables 19
3.5 Pretest 23
CHAPTER IV 31
RESULTS AND DISCUSSIONS 31
4.1 Data Handling 31
4.2 Data Coding 31
4.3 Validity and Reliability 33
4.3.1 Validity 33
4.3.2 Reliability 38
4.4 Confirmatory Factor Analysis 38
4.5 Hypothesis Testing 41
CHAPTER V 49
CONCLUSIONS AND SUGGESTIONS 49
5.1 Conclusions 49
5.2 Empirical Tested Model 51
5.3 Academic Contributions 53
5.4 Managerial Implications 54
5.5 Limitations And Suggestions For Future Research 55
References 57
Appendix A The Pretest Questionnaire 72
Appendix B The Formal Questionnaire 87
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