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系統識別號 U0026-2106201813302800
論文名稱(中文) 網路口碑、價值知覺、品牌信任與購買意願之關係-以餐飲業為例
論文名稱(英文) The Relationship Between EWOM, Perceived Value, Brand Trust, and Purchase Intention—Taking catering as an Example.
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 106
學期 2
出版年 107
研究生(中文) 羅千惠
研究生(英文) Cian-Huei Luo
學號 R46054050
學位類別 碩士
語文別 英文
論文頁數 65頁
口試委員 指導教授-蔡燿全
口試委員-蔡燿全
口試委員-張心馨
口試委員-許經明
口試委員-陳住銘
口試委員-小堀和彥
中文關鍵字 網路口碑  價值知覺  品牌信任  購買意願  餐飲業 
英文關鍵字 Electronic word-of-mouth  perceived value  brand trust  purchase intention  catering. 
學科別分類
中文摘要   根據中華民國國家發展委員會,台灣大於12歲的人口當中,會使用網路的人口比率高達82.3%,這樣的網路簡易取得性也改變了消費者的習慣。根據統計,高達81%的台灣人口會在做消費決策前搜尋網路口碑,而這也顯示了網路口碑的重要性。
  然而,網路口碑是否會改變消費者的價值知覺以及品牌信任,還有消費者的價值知覺以及品牌信任是否會改變消費者的購買意願都還是未知的,特別是就單一產業討論的時候。因此,本研究試圖探究網路口碑、價值知覺、品牌信任與購買意願之關係-以餐飲業為例。
  本研究使用線上問卷來探究這個主題,主要透過社群網站Facebook為發放管道,共計回收了302份問卷。問卷回收後,以敘述性統計、因素分析、信度分析、相關分析以及迴歸分析等方法進行分析並驗證研究假設,經由驗證結果發現:

1.網路口碑會正面影響消費者的價值知覺。
2.網路口碑會正面影響消費者的品牌信任。
3.消費者的價值知覺會正面影響消費者的購買意願。
4.消費者的品牌信任會正面影響消費者的購買意願。

關鍵字:網路口碑、價值知覺、品牌信任、購買意願、餐飲業
英文摘要 According to National Development Council, the rate of Taiwanese, whose ages are older than 12 years old, using the Internet personally is 82.3%. The accessibility of the Internet has changed consumers’ habits. It is demonstrated that up to 81% of Taiwanese would search electronic word-of-mouth before they make purchase decisions, showing the importance of electronic word-of-mouth.
However, whether electronic word-of-mouth would change consumers’ perceived value and brand trust, and if perceived value and brand trust would change consumers’ purchase intention remain unknown, especially in the aspect of individual industry. Consequently, the present study aims to research the relationship between electronic word-of-mouth, perceived value, brand trust, and purchase intention in the aspect of catering.
The present study employs questionnaire to investigate the topic. The questionnaire is delivered through Facebook, and there are 302 responses collected. These responses are employed to conduct descriptive statistics analysis, factor analysis, reliability test, correlation analysis, and regression analysis to test the hypotheses. The results are as followings.

1.Electronic word-of-mouth would positively affect perceived value.
2.Electronic word-of-mouth would positively affect brand trust.
3.Perceived value would positively affect purchase intention.
4.Brand trust would positively affect purchase intention.

Key words: Electronic word-of-mouth, perceived value, brand trust, purchase intention, catering.
論文目次 Abstract i
摘要 ii
致謝 iii
Table of Contents iv
Lists of Tables v
Lists of Figures vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objective 2
1.3 Research Process 3
Chapter 2 Literature Review 5
2.1 Electronic Word-of-Mouth (EWOM) 5
2.2 Perceived Value 6
2.3 Brand Trust 7
2.4 Purchase Intention 9
Chapter 3 Research Design and Methodology 12
3.1 Research Variables Definitions and Measurements 12
3.2 Questionnaire Design and Data Collection 27
3.3 Data Analysis Procedures 28
Chapter 4 Research Results 30
4.1 Sample Structure Analysis 30
4.2 Descriptive Statistics Analysis 34
4.3 Factor Analysis and Reliability Test 37
4.4 Correlation Analysis 42
4.5 Regression Analysis 43
4.6 Results of Hypotheses testing 48
Chapter 5 Conclusions 49
5.1 Research Conclusions 49
5.2 Managerial Implications 50
5.3 Limitations and Suggestions for Future Studies 52
References 55
Appendix A Formal Questionnaire 62
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