進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1807201315234100
論文名稱(中文) 口碑對消費者的績效評估之影響 - 以免費行動遊戲為例
論文名稱(英文) The effects of word-of-mouth on consumers' performance evaluation – An empirical study on free mobile games
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 101
學期 2
出版年 102
研究生(中文) 凌伊亭
研究生(英文) I-Ting Ling
學號 R96001104
學位類別 碩士
語文別 中文
論文頁數 72頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 口碑  知覺績效  預期績效  娛樂性 
英文關鍵字 word-of-mouth  perceived performance  expected performance  playfulness 
學科別分類
中文摘要 近年來隨著智慧型手機的普及發展,帶動行動應用程式(Mobile applications,apps)產業的興盛,尤其以遊戲類別的apps最受到使用者的歡迎,而面對數以萬計的apps,消費者的使用時間卻多數只集中在排行榜前幾名的apps上,造成市場上出現了大者恆大的現象。
此外,大部分的消費者往往利用口碑的推薦來決定是否下載apps,消費者是否深受口碑的影響而產生了高度的預期,進而影響到實際使用後的評價,此為本研究欲探討的議題。本研究欲了解消費者在受到口碑的影響下,除了對使用行動遊戲前的預期績效會提升以外,在使用行動遊戲後的知覺績效是否亦會提升。又消費者在面對高低不同娛樂性之行動遊戲時,亦會影響知覺績效之衡量,本研究也將其納入探討。
本研究利用實驗設計方式來蒐集資料並進行分析,所得結論如下:
1.面對娛樂性越高的行動遊戲,消費者的知覺績效越高。
2.口碑會提升消費者對行動遊戲的預期績效。
3.當消費者使用行動遊戲前的預期績效越高時,在實際使用行動遊戲後的知覺績效會越高。
4.當有口碑時,行動遊戲之娛樂性對知覺績效的影響會小於無口碑時。

英文摘要 In recent years, with the proliferation of the smart phones, the mobile application (apps) industry has flourished, especially in the games category. Facing tens of thousands of apps, consumers focus mostly on the top few apps on the ranking. It appears that in the market, the bigger gets bigger.
In addition, most consumers tend to use recommendation based on word-of-mouth to decide whether to download apps. Does it mean that word-of- mouth can affect consumers’ expectations, therefore affecting the actual evaluation? This study is going to investigate this topic. It attempts to understand the influence of word-of-mouth, not only on improved consumers’ expected performance before using mobile games, but also improved consumers’ perceived performance after using mobile games. When facing different playfulness levels of mobile games, it will also affect the perceived performance of the measure. Therefore, playfulness of mobile games will also be included in this research.
In this study, samples were collected via experiment design and analyzed. The conclusions of this study are as follows:
1.The higher the playfulness of mobile game, the higher the consumer's perceived performance.
2.Word-of-mouth will increase consumers' expected performance of mobile games.
3.The higher the consumers’ expected performance before playing mobile games, the higher the perceived performance after actual playing mobile games.
4.When influenced by word-of-mouth, the effects of the playfulness of mobile game on perceived performance will be less than those who are not affected by the word of mouth.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻回顧 6
第一節 績效(Performance)6
第二節 娛樂性(Playfulness)9
第三節 績效之間的影響 11
第四節 口碑(Word-of-Mouth)的定義及影響 13
第三章 研究方法 18
第一節 研究架構與假設 18
第二節 研究設計 19
第三節 變數操弄與衡量 21
第四節 正式實驗設計 28
第五節 資料分析 29
第四章 結果分析與討論 31
第一節 樣本結構 31
第二節 基本資料敘述性統計分析 32
第三節 研究變數之操弄檢定 34
第四節 娛樂性對知覺績效之影響 37
第五節 口碑對娛樂性影響知覺績效之干擾效果 38
第六節 口碑對預期績效之影響 40
第七節 預期績效對知覺績效之影響 41
第五章 結論與建議 44
第一節 研究結論 44
第二節 理論上之意涵 46
第三節 實務上之建議 47
第四節 研究限制與未來研究建議 49
參考文獻 51
附錄一 56
附錄二 69
參考文獻 【中文部分】
張春興(2003),心理學原理,臺北:東華。
陳順宇(2005),多變量分析(第四版),臺北:華泰文化。

【英文部分】
Anderson, Ralph E. (1973), “Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance, ”Journal of Marketing Research, 10(February), 38-44
Arndt, J. (1967), Word of Mouth Advertising: A Review of the Literature, New York: Advertising Research Foundation.
Blackwell, Roger D., Paul W. Miniard, and Engle, James F. (2001), Consumer Behavior (9th edition), New Jersey: Harcourt College Publishers.
Bone, P. F. (1995), “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, 32(3), 213-223.
Burnkrant, Robert E. and Alain Cousineau (1975), “Informational and Normative Social Influence in Buyer Behavior,” Journal of Consumer Research, 2(3), 206-215.
Cardozo, Richard N. (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, 2(August), 244-249.
Churchill, Gilbert A., Jr., and Carol Surprenant (1982), “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19(4), 491-505.
Clow, Kenneth E., David L. Kurtz, John Ozment, and Beng Soo Ong (1997), “The Antecedents of Consumer Expectations of Services: An Empirical Study across Four Industries,” Journal of Services Marketing, 11(4), 230-248.
Day, George S. (1971), “Attitude Change, Media and Word of Mouth,” Journal of Advertising Research, 11(6), 31-40.
Feldman, J., and Lynch, J. G. (1988), “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior,” Journal of Applied Psychology, 73(3), 421-435.
Fitzsimons, G. J., and Morwitz, V. G. (1996), “The Effect of Measuring Intent on Brand-Level Purchase Behavior,” Journal of Consumer Research, 23 (June), 1-11.
Halstead, D., Hartman, D. and Schmidt, S. L. (1994), “Multisource Effects on the Satisfaction Formation Process,” Journal of the Academy of Marketing Science, 22(2), 114-129.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), “Electronic Word-of-mouth via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
Herr, M. Paul, Frank R. Kardes, and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17(4), 454-462.
IJsselsteijn, W., K. Poels, Y.A.W de Kort (2008), “The Game Experience Questionnaire:Development of A Self-report Measure to Assess Player Experiences of Digital Games,” TU Eindhoven, Eindhoven.
Klaaren, J. Klaaren, Sara D. Hodges, and Timothy D. Wilson (1994), “The Role of Affective Expectations in Subjective Experience and Decision-Making,” Social Cognition, 12(2), 77-101.
Lee Leonard., Shane Frederick, and Dan Ariely (2006), “Try it, You’ll like it: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer,” Psychological Science, 17(12), 1054-1058.
McClure, M. Samuel, Jian Li, Damon Tomlin, Kim S. Cypert, Latane M. Montague, and P. Read Montague (2004), “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks,” Neuron, 44(October), 379-387.
Michael William Eysenck and Mark T. Keane (2010), Cognitive psychology: A Student's Handbook (6th Edition), London: Taylor and Francis Group.
Mitra, Kaushik, Michelle C. Reiss, and Louis M. Capella (1999), “An Examination of Perceived Risk, Information Search, and Behavioural Intentions in Search, Experience, and Credence Services,” The Journal of Services Marketing, 13(3), 208-228.
Moon, Ji-Won, Young-Gul Kim (2001), “Extending the TAM for a World-Wide-Web Context,” Information and Management, 38(4), 217-230.
Morwitz, G. Vicki, and Gavan J. Fitzsimons (2004), “The Mere-Measurement Effect: Why Does Measuring Intentions Change Actual Behavior?” Journal of Consumer Psychology, 14(1&2), 64-73
Morwitz, G. Vicki, Eric Johnson, and David Schmittlein (1993), “Does Measuring Intent Change Behavior,” Journal of Consumer Research, 20(1), 46-61.
Murray, B. Keith (1991), “A Test of Services Marketing Theory: Consumer Acquisition Activities,” Journal of Marketing, 55(1), 10-25.
Ofir, Chezy, and Itamar Simonson (2001), “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluations,” Journal of Marketing Research, 38(2), 170-182.
Olshavsky, Richard N. and John A. Miller (1972), “Consumer Expectations, Product Performance, and Perceived Product Quality,” Journal of Marketing Research, 9(February), 19-21.
Olson, Jerry C. and Philip Dover (1976), “Effects of Expectation Creation and Disconfirmation on Belief Elements of Cognitive Structure,” Advances in Consumer Research, 3(1), 168-175.
Olson, Jerry C. and Philip Dover (1978), “Cognitive Effects of Deceptive Advertising,” Journal of Marketing Research, 15 (February), 29-38.
Reid, Veronica (2011), “A Study of the Influence of Individual-Level Cultural Value Orientation on the Formation of Service Quality Expectations,” PhD thesis, University of Nottingham.
Richins, M. L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers:a Pilot Study,” Journal of Marketing, 47(1), 68-78.
Severt, Denver, Youcheng Wang, Po-Ju Chen and Deborah Breiter (2007), “Examining the Motivation, Perceive Performance, and Behavioral Intentions of Convention Attendees: Evidence from a Regional Conference,” Tourism Management, 28(March), 399-408.
Simmons, C. J., Barbara A. Bickart, and John G. Lynch, Jr. (1993), “Capturing and Creating Public Opinion in Survey Research,” Journal of Consumer Research, 20(2), 316-329.
Spreng, Richard A. (1999), “Perceived Performance in Satisfaction Research,” Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 12, 100-108.
Spreng, Richard A., Scott B. MacKenzie, and Richard W. Olshavsky (1996), “A Reexamination of the Determinants of Consumer Satisfaction,” Journal of Marketing, 60(July), 15-32.
Tan, B. Felix and Jacky P. C. Chou (2008), “The Relationship between Mobile Service Quality, Perceived Technology Compatibility, and Users’ Perceived Playfulness in the Context of Mobile Information and Entertainment Services,” International Journal of Human-Computer Interaction, 24(7), 649–671.
Thong, James Y.L., Se-Joon Hong and Kar Yan Tam (2006), “The Effects of Post-Adoption Beliefs on the Expectation-Confirmation Model for Information Technology Continuance,” Human-Computer Studies, 64(June), 799-810.
Tse, D. K., and Peter C. Wilton. (1988), “Models of Consumer Satisfaction Formation: An Extension,” Journal Of Marketing Research, 25(2), 204-212.
Webster, Cynthia (1991), “Influences upon Consumer Expectations of Services,” The Journal of Services Marketing, 5(1), 5-17.
Wilkie, W. L. (1990), Consumer behavior (2nd edition), New York: John Wiley & sons.
Wilson, T.D., Douglas J. Lisle, Dolores Kraft, and Christopher G. Wetzel (1989), “Preferences as Expectation-Driven Inferences: Effects of Affective Expectations on Affective Experience,” Journal of Personality and Social Psychology, 56(4), 519-530.
Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), “Problems and Strategies in Services Marketing,” Journal of Marketing, 49(2), 33-46.
Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, 21(1), 1-12.

【網站部分】
Canalys,http://www.canalys.com/。
Distimo,http://www.distimo.com/。
EEDAR,http://www.eedar.com/。
Flurry,http://www.flurry.com/。
IDC,http://www.idc.com/。
Nielsen,http://blog.nielsen.com/nielsenwire/。
SuperData,http://www.superdataresearch.com/。
TechNet,http://www.technet.org/。
中華徵信所,http://www.credit.com.tw/CreditOnline/Default.aspx。
資策會FIND網站,http://www.find.org.tw/find/home.aspx。
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2018-07-24起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw