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系統識別號 U0026-0408202011102500
論文名稱(中文) 探討消費者熟悉度、網路口碑與決策程序模式之間的關係—以旅遊規劃為例
論文名稱(英文) A study of the relationships among consumer familiarity, e-WOM, and the EKB model
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 108
學期 2
出版年 109
研究生(中文) 葉珮思
研究生(英文) Pui-Sze Ip
學號 P36075010
學位類別 碩士
語文別 英文
論文頁數 97頁
口試委員 指導教授-何俊亨
口試委員-馬敏元
口試委員-陳璽任
口試委員-盧彥年
中文關鍵字 搜尋行為  消費者決策程序模式  消費者熟悉度  網路口碑  旅遊規劃 
英文關鍵字 searching behavior  consumer decision-making process model  consumer familiarity  internet word of mouth  travel planning 
學科別分類
中文摘要 每位消費者都希望在購買產品和服務前,透過口碑搜尋以獲取心中認為值得 的產品和服務來滿足個人需求並降低購買風險。旅遊為經驗品,消費者相較搜尋品 較依賴以獲取口碑以判別產品內容。網路的普及使消費者的搜尋行為從線下帶到線 上,因此規劃自助旅遊前,消費者將進行網路口碑之搜尋。由於消費者的決策行為 會與網路口碑的內容、消費者經驗及熟悉度相關。本研究以放聲思考法進行實驗, 探討擁有自助旅行經驗,對日本熟悉程度高及對香港熟悉程度低的消費者將如何利 用網路分別進行旅遊規劃之搜尋行為,並以 EKB 消費者決策程序模式作為決策行為 的基礎,觀察對旅遊地熟悉程度不一的消費者之搜尋行為之異同。本研究發現,在 對旅遊地具高及低熟悉度的情況下,對網路口碑—元素組合有相同期望,但有不同 資訊搜尋偏好—高熟悉度偏好主題性內容;低熟悉度則偏好綜合性內容介紹。另外, 高低熟悉度有著不同的搜尋決策模式。
英文摘要 Every consumer wants to obtain word-of-mouth (WOM) in order to lower the purchasing risks before buying products and services. According to product classification in the economics literature, in the pre-purchasing phase, tourism is an experience good, where consumers rely more heavily on collecting WOM related to experience goods rather than that related to search goods. The popularity of the internet has taken search behavior from an offline context to an online context, where consumers conduct online searches when making their travel plans. The purpose of this research is to explore the online search behavior of consumers engaged in travel planning who have a low level of familiarity with Hong Kong and a high level of familiarity with Japan to observe the similarities and differences in their search behavior based on the differences in their degree of familiarity with the location. In this study, the think-aloud protocol was used as the methodology. The study results showed the same expectations for e-WOM elements but different search preferences for participants who have different levels of familiarity with a destination. A general destination introduction was provided to the low familiarity group, and a thematic introduction was provided to the high familiarity group. The model for searching and decision-making for low and high levels of familiarity were found to be different.
論文目次 摘要 i
SUMMARY ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Purpose 3
1.3 Research Limitations 3
CHAPTER 2 MATERIALS AND METHOD 5
2.1 Experimental Method 5
2.2 Sampling 5
2.3 Travel Planning Experiment 6
2.4 Experimental Analysis 6
CHAPTER 3 RESULTS 8
3.1 Model for Searching and Decision Making 8
3.2 Electronic word of mouth (e-WOM) 10
3.3 Familiarity, e-WOM, and model for searching and decision-making model 13
3.3.1 Low Familiarity, e-WOM, and model for searching and decision-making model 13
3.3.2 High Familiarity, e-WOM, and model for searching and decision-making model 16
3.3.3 Familiarity, e-WOM, and model for searching and decision-making model 19
CHAPTER 4 CONCLUSION AND RECOMMENDATIONS 21
REFERENCES 24
Appendix A TRADITIONAL CHINESE VERSION 27
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