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 U0026-2106201612395000
論文名稱(中文) 產品保證與網路口碑對消費者購買意願的影響–以醫美產品為例
論文名稱(英文) The Effects of Product Warranty and Electronic word-of-mouth on Consumers’ Purchase Intention-An Example of Cosmeceutical
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 104
學期 2
出版年 105
研究生(中文) 黃馨儀
研究生(英文) Hsing-Yi Huang
學號 R46031167
學位類別 碩士
語文別 中文
論文頁數 55頁
口試委員 指導教授-葉桂珍
口試委員-王瑜琳
口試委員-陳明惠
中文關鍵字 經驗品  產品保證  網路口碑  訊息有用性  知覺品質  購買意願 
英文關鍵字 Experience goods  Product warranty  e-WOM  Information usefulness  Perceived quality  Purchase intention 
學科別分類
中文摘要 在電子商務蓬勃發展的世代,使用網路購物的比例逐年增加,消費者在做購買決策前,會做各種的資訊搜尋,首先,消費者會透過內部搜尋找尋過去的經驗;接著利用外部搜尋,如上網找尋資訊或找尋參考團體。在外部搜尋中,產品保證是企業用來傳達產品品質訊息的方式之一;網路口碑相對企業廣告,較不具商業意圖,消費者多半也會參考其他使用者的經驗。而在消費者看到各種外部資訊後,將依據個人的經驗與知識,進而產生態度及行為。
綜合以上所述,產品保證類型(第三方認證與公司自身保證)與網路口碑訊息將會影響消費者的訊息有用性,產生知覺品質的態度,進而影響購買意願,本研究目的在於探討何種保證型態影響訊息有用性的效果較強,並探討訊息有用性是否存在中介效果影響知覺品質,進而影響購買意願。
本研究以3*2因子設計作為研究方法,操弄變數為產品保證類型(第三方認證、公司自身保證與無額外保證)與網路口碑(有口碑與無口碑)進行探討。研究結果顯示:1. 第三方認證比公司自身保證對訊息有用性更有效。2. 網路口碑對訊息有用性有正向影響。3. 訊息有用性在外部搜尋與知覺品質間具有中介效果。4. 知覺品質在訊息有用性與購買意願間具有中介效果。
  然而,雖然外部搜尋的研究結果對消費者的訊息有用性皆有顯著效果,但對消費者來說,第三方認證標章對於訊息有用性仍較為強烈,因此,企業能多利用第三方認證標章作為產品品質保證的行銷工具,提升對產品的知覺品質。
英文摘要 In the booming e-commerce generation, more and more people are using online shopping every year. Consumers search both internally and externally for information about products before making purchase decisions. People do internal searches that mainly take place on the Internet based on their past experiences. To address external searching, a product warranty is one of the methods adopted by firms to convey messages related to product quality, relative to which e-WOM is less commercially-oriented. Thus, most consumers prefer other users’ experiences over commercial advertisements. After receiving adequate external information, consumers will, based on personal experiences and knowledge, generate attitudes and behaviors toward products.
As mentioned above, both product warranty, such as third-party certifications and firm claims, and e-WOM messages influence information usefulness for consumers and then affect perceived qualities and purchase intentions. The purpose of this study is to investigate which type of product warranty will affect the information usefulness to a greater extent as well as to explore whether information usefulness mediates between external information and perceived quality.
In this study, a 3 * 2 factorial design is adopted as the research method. Two manipulated variables, including types of product warranty, third-party certifications, a firm claim itself and non-guaranteed, and e-WOM. The empirical results show that (1)third-party certifications have a stronger effect on information usefulness as compared to a company’s own guarantees; (2)e-WOM has a positive impact on information usefulness; (3) Information usefulness mediates between external searching and perceived quality, and (4)perceived quality mediates between information usefulness and purchase intention.
Although studies on external searching show a significant effect on information usefulness, third-party certifications are relatively stronger for consumers. Therefore, companies can take advantage of adopting third-party certifications of quality as marketing tools, thus enhancing the perceived quality of their products.
論文目次 中文摘要 I
英文摘要 II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 經驗性商品 5
第二節 產品保證 6
第三節 訊息的價值 11
第四節 消費者行為 13
第參章 研究方法 17
第一節 研究假設與架構 17
第二節 實驗設計 20
第三節 問卷與抽樣設計 23
第四節 資料分析方法 27
第五節 前測結果 29
第肆章 資料分析 30
第一節 樣本統計資料 30
第二節 因素與信度分析檢定 32
第三節 相關分析 34
第四節 階層迴歸分析 35
第五節 平均數檢定 38
第伍章 結論與建議 39
第一節 結論 39
第二節 研究貢獻 41
第三節 管理意涵 41
第四節 研究限制與後續研究建議 42
參考文獻 44
附錄一 實驗設計 48
附錄二 正式問卷 53
參考文獻 一、中文文獻
EOLembrain東方快線 (2014)。醫美商機發燒中,『施巴』品牌備受青睞。檢自:http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=377
Eize de Boer (2010)。瞭解和執行 ISO 22716 化妝品安全驗證標準的要求白皮書,SGS。
郭景文 (2010)。台北都會區咖啡消費行為、產品屬性對飲用頻率關聯性之研究。國立臺北大學企業管理學系碩士論文。
游竣吉 (2012)。探討網購美妝保養品消費者行為之研究 -以 ERH 公司為例。國立臺北科技大學工業工程與管理系碩士論文。
游炳龍 (2007)。農產品標章的認知、信任度與態度對消費者購買行為影響之研究。國立屏東科技大學農企業管理系碩士論文。
陳建文、陳文國、徐永穎 (2011)。網路口碑採用模式之研究。行銷評論,2011 年夏季,第八卷,第二期,頁175-198。
鄭向淳 (2009)。政府推動家電廠商節能標章政策之研究-以消費者購買知覺意識評量。國立東華大學公共行政研究所碩士論文。
鄭軒文 (2009)。墾丁遊客對海灘標章認證之接受程度-二為品質模式與條件評估法。國立台南大學生態旅遊所碩士論文。
鄞國鏈 (2004)。第三方保證標章對網路消費者行為意圖之影響。國立中央大學資訊管理研究所碩士論文。
蘇建勳 (2014)。消費者在美妝通路到底打開手機查什麼?檢自:http://yahoo-emarketing.tumblr.com/post/120289138681/消費者在美妝通路到底打開手機查什麼?

二、英文文獻
Aaker, D. A. (1991).Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Aaker, D. A. (1996). Building Strong Brand. New York, NY: The Free Press.
Akerlof, G. (1970), “The market for ‘Lemons’: quality uncertainty and the market mechanism,” Quarterly Journal of Economics, 89, 488-500.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Bagozzi, R. P. and Burnkrant, R. E. (1979). "Attitude Organization and the Attitude-Behavior Relationship," Journal of Personality and Social Psychology, 37, 913-929.
Bansal, H. S. and Voyer, P. A. (2000) “Word-of-Mouth Processes Within a Services Purchase Decision Context,” Journal of Service Research, 3(2), 166-177
Boulding, W. and Kirmani, A. (1993), “A consumer-side experimental examination of signaling theory,” Journal of Consumer Research, 20 (1), 111-123.
Cheung, M.K., Lee, M.K.O., and Rabjohn, N. (2008). The Impact of Electronic Word of Mouth: The Adoption of Online Opinions in Online Consumer Communities, Internet Research, 18(3), 229-247.
Choi, Soon-Yong, Dale O. Stahl, and Andrew B. Whiston (1997), The Economics of Electronic Commerce, Indianapolis, IN: Macmillan Technical Publishing.
Cohen, D., Darrough, M. N., Huang, R., & Zach, T. (2011). Warranty reserve: Contingent liability, information signal, or earnings management tool? The Accounting Review, 86(2), 569-604.
Davis, F. D. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly (13:3), 319‐339.
Davis, F. D. (1993). “User Acceptance of Information Technology: system characteristics, user perceptions and behavioral impacts” Int. J. Machine Studies, 38, 475-487.
D. Emanuel, "Psychographics and form where it comes lifestyle and psychographics," Chicago: AMA, vol. 22, 1974.
Dodds, B. W., Monroe, K. B., and Grewal, D. (1991). Effect of price, band, and store information on buybers product evaluation. Journal of Marketing Research, 28(3), 307-319.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995). Consumer Behavior (8rd ed.). New York, NY: The Dryden Press.
Erevelles, S., Roy, A., and Yip, L.S.C. (2001), “The universality of the signal theory for products and services,” Journal of Business Research, 52, 175-187.
Hennig-Thurau, T., and Walsh, G. (2004). Electronic word of mouth: Motives for and consequences of reading customer articulations on the Internet, International Journal of Electronic Commerce, 8(2), 51-74.
Holbrook, M. B., and Corfman, K. P. (1983). Quality and Other Types of Value in the Consumption Experience : Paedrus Rides Again. New York, NY: Columbia University.
Feldman, Laurence P. (1976), "New Legislation and the Prospects for Real Warranty Reform," Journal of Marketing, 40 (July), 41-7.
Gwinner, K. (2004). Product Related Consumer-to-Consumer Communication via the Internet, International Journal of Internet Marketing and Advertising 1(2), Retrieved on June 4 2010, from: http://www.calpoly.edu/~eli/iceb/IJIMA/CFP-IJIMA-v1-n2-SP.htm.
Jochen Wirtz, Doreen Kum, (2001) "Designing service guarantees – is full satisfaction the best you can guarantee?", Journal of Services Marketing, Vol. 15 Iss: 4, pp.282 – 299
Kaplan, S. E., & Nieschwietz, R. J. (2003). A Web assurance services model of trust for B2C e-commerce. International Journal of Accounting Information Systems, 4(2), 95-114.
Kim, D., & Benbasat, I. (2006). The effects of trust-assuring arguments on consumer trust in Internet stores: Application of Toulmin's model of argumentation. Information Systems Research, 17(3), 286-300.
Kim, D., & Benbasat, I. (2009). Trust-assuring arguments in B2C e-commerce: impact of content, source, and price on trust. Journal of Management Information Systems, 26(3), 175-206.
Kotler, P. (1998). Marketing management: Analysis Planning, Implementation and control. (9th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Krimani, A. and Rao, A.R. (2000), “No pain, no gain: a critical review of the literature on signaling unobservable product quality,” Journal of Marketing, 64 (2), 66-79.
Monroe, K. B., and Krishnan R. (1984). The effect of price on subjective product evaluation. In Perceived Quality: How Consumers View Stores and Merchandise (209-232). New York, NY: Lexington Books.
Nelson, Philip J. (1970), “Information and Consumer Behavior,” Journal of Political Economy, Vol. 78, No. 2, pp.311-329.
Nelson, Philip J. (1974), “Advertising as Information,” Journal of Political Economy, Vol. 82, No. 4, pp.729-754.
Nuland, Y.V., 1990, “The new common language for 12 countries,” Quality progress, 23, 40-41.
Park, C., Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.
Perry, Michael and Arnon Perry (1976), "Service Contract Compared to Warranty as a Means to Reduce Consumer's Risk," Journal of Retailing, 52 (Summer), 3340.
Schiffman, L. G., and Kanuk, L. L. (2000). Consumer Behavior (7th ed.). Upper Saddle River, NJ: Prentice Hall, Inc.
Spence, M. (1974), Market-Signaling, Harvard University Press, Cambridge, MA.
Sporleder, T.L.and Goldsmith, P.D. (2002), “Alternative firm strategies for signaling quality in the food system.” working paper , Department of Agricultural, Environmental, and Development Economics, The Ohio State University.
Sussman, S.W., and Siegal, W.S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption, Information Systems Research, 14(1), 47-65.
Westbrook, R. A. (1987). Product product/consumption-based affective responses and post purchase processes. Journal of Marketing Research, 24(3), 258-270.
Zeithaml, Valarie A. (1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing,Vol.52, pp. 2-22.
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2021-06-21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