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系統識別號 U0026-1206201711161900
論文名稱(中文) 網路評論品質對購買意圖之影響
論文名稱(英文) The Effect Of Online Review Quality On Buying 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) 林美伶
研究生(英文) Mei-Ling Lin
學號 R46041201
學位類別 碩士
語文別 中文
論文頁數 77頁
口試委員 口試委員-賴孟寬
口試委員-謝惠璟
指導教授-蔡惠婷
中文關鍵字 網路評論品質  產品涉入程度  產品知識  產品類型 
英文關鍵字 Online Review Quality  Product Involvement  Product Knowledge  Product Type 
學科別分類
中文摘要 現今有許多消費者藉由網路來完成消費行為,網際網路除了可以搜尋到許多不同的資訊外,也提供平台使消費者發表個人的經驗與意見,成為消費者與他人溝通的媒介。消費者透過網路上的部落格、論壇、公司網站、評論網站等不同的平台分享自己的消費經驗、心得與正負面意見,即是網路口碑。相較於傳統口碑,消費者對網路口碑具有高信賴度與高接受度,故在網際網路發達的時代時,企業應留意網路評論內容的重要性以及善用此行銷工具。
隨著網路時代的來臨,愈來愈多消費者在購物前會在網路上蒐集產品相關資訊,並且參考其他消費者提供之網路評論來制訂購買決策,故企業應善用此行銷工具來促進產品之銷售。若能得知各因素對購買意圖之影響程度,將有助於企業發展適當之行銷策略,故本研究欲探討網路評論品質對購買意圖的影響,並納入產品涉入程度、產品知識與產品類型作為調節變數,分別探討其對購買意圖之調節效果。
本研究共發放195份問卷,收回有效樣本195份,樣本有效比例100%。以此樣本以迴歸模型來驗證網路評論品質、購買意圖、產品涉入程度、產品知識、產品類型之關係,驗證結果如下:
一、網路評論品質會正向影響購物意圖。
二、產品涉入程度會正向影響購物意圖。
三、產品知識愈高者愈會正向影響購物意圖。
四、享樂品會正向影響購物意圖。
英文摘要 Lots of consumers purchase products through Internet nowadays. Internet can not only search for information but also provide a platform for consumers to share their opinions. As a result, it becomes a medium to communicate with others. Online review is defined as the opinions that shared by consumers through blog, website, and other platforms. Comparing to the traditional review, consumers highly trust and accept online reviews, so enterprises should put importance on this marketing tool.
By understanding the factors that will influence the buying intention, enterprises can figure out the better marketing strategies. Therefore, the goal for this study is to understand the relationship between online review quality, product involvement, product knowledge, product type and buying intention.
This study used 195 samples to do regression analysis to test the impact of online review quality, product involvement, product knowledge, product type on buying intention.
The results are as below:
1. Online review quality can positively influence consumers’ buying intention.
2. Product involvement can positively influence consumers’ buying intention.
3. Product knowledge can positively influence consumers’ buying intention.
4. Product type can positively influence consumers’ buying intention.
論文目次 第一章 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
第二章 文獻探討 5
第一節 網路評論品質 5
第二節 產品涉入 9
第三節 產品知識 12
第四節 產品類型 15
第五節 購買意圖 17
第三章 研究方法 19
第一節 研究架構與假設 19
第二節 變數操作型定義與衡量 23
第三節 研究設計 28
第四節 統計分析方法 32
第四章 研究結果與分析 35
第一節 樣本結構 35
第二節 敘述性統計 38
第三節 因素與信度分析 43
第四節 相關分析 49
第五節 迴歸分析 50
第五章 結論與建議 56
第一節 研究結論 56
第二節 研究貢獻 58
第三節 研究限制 59
第四節 後續研究建議 60
參考文獻 62
附錄 正式問卷 72
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