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系統識別號 U0026-0506201710214400
論文名稱(中文) 口碑順序效果、產品涉入度、代言人效果與調節焦點對消費者購買意願之影響
論文名稱(英文) E-WOM Order Effect, Product Involvement, Spokesperson Effect, Regulatory Focus 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 105
學期 2
出版年 106
研究生(中文) 林敬文
研究生(英文) Jing-Wen Lin
學號 R46041471
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-謝惠璟
中文關鍵字 初始效果  調節焦點  產品涉入  代言人效果  購買意願 
英文關鍵字 Primacy effect  Regulatory focus  Product Involvement  spokesperson effect 
學科別分類
中文摘要 在網路逐漸發達下,人們有更多的方式傳遞與接收訊息,有愈來愈多的消費者在從事購買行為時,會參考網路口碑來決定是否購買此商品,根據「艾思科網路行銷公司」在2017年的調查發現,有89%的消費者在購買產品前會在網路上進行產品的調查,在網路上相信陌生人的口碑也已經是非常普遍的行為。另一方面,企業運用推薦式廣告來進行產品行銷是相當常用的行銷手法。而有78%的消費者認為,企業在社群媒體上的貼文會影響他們的購買決策。因此可以發現,消費者一次接觸多種口碑的類型已經是非常普遍的現象。
當消費者在瀏覽網路口碑時,會是由一連串的正負口碑交錯進行,因此本研究希望能夠找出在網路口碑順序效果之中,在消費者方面,當面對不同調節焦點傾向的消費者,以及對於產品涉入度不同的消費者,其是否會影響消費者的購買意願。在企業方面,其代言人口碑與消費者網路口碑的雙重影響下,是否會增加消費者的購買意願。
本研究透過網路問卷Mysurvey,回收182份問卷,有效問卷為162份,將此樣本以回歸模型來驗證口碑順序效果之初始效果、調節焦點、產品涉入度、代言人效果與購買意願之關係,其驗證結果顯示:
一、 口碑順序效果之初始效果、產品涉入度、代言人效果會正向影響消費者的購買意願。
二、 調節焦點在口碑順序效果之初始效果的影響下,不會影響消費者的購買意願
三、 代言人效果在口碑順序效果之初始效果的影響下,不會影響消費者的購買意願。
英文摘要 With the advance of internet, E-WOM is the best way to influence consumers’ purchase intention. The order of message will influence consumers’ attitude when consumers surf the E-WOM. Besides, the people will receive many types of E-WOM including endorser and consumers’ comment simultaneously. So in the study, we want to explore the main effects in primacy effect of E-WOM order effect E-WOM, product involvement and endorser effect on consumers’ purchase intention. We have anxiety to explore the moderation effects in regulatory focus, product involvement and endorser effect on consumers’ purchase intention with E-WOM order effect of primacy effect. We want to realize how business can manipulate the E-WOM order effect on consumers’ purchase intention.
This study analyzed 162 samples to do regression analysis to test the impact of E-WOM order effect of primacy effect, regulatory focus, purchase intention and endorser effect on purchase intention. The results are as follow:
1. Primacy effect of E-WOM order effect, product involvement and endorser effect can significantly enhance consumers’ purchase intention.
2. With the influence of “primacy effect of E-WOM effect”, the regulatory focus and product involvement can’t significantly affect consumers’ purchase intention.
3. With the influence of “primacy effect of E-WOM effect”, the endorser effect can’t significantly affect consumers’ purchase intention.
論文目次 第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 口碑順序效果 5
第三節 產品涉入 11
第四節 代言人效果 15
第五節 購買意願 20
第参章 研究方法 20
第一節 研究架構與假設 21
第二節 研究變數與操作型定義 21
第三節 問卷設計與抽樣調查 26
第四節 資料分析方法 34
第肆章 資料分析結果 35
第一節 樣本資料分析 35
第二節 敘述性統計分析 37
第三節 因素分析與信度檢定 41
第四節 PEARSON分析 49
第五節 迴歸分析與調節效果 49
第伍章 結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 57
第三節 研究限制未來研究方向 60
參考文獻 61
中文文獻 61
英文文獻 62
附錄一 70
問卷調查表 70
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