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系統識別號 U0026-2208201310053200
論文名稱(中文) 網路口碑對消費者購買意願之影響-以民宿業為例
論文名稱(英文) The Influence of the Electronic Word-of-Mouth on Consumer Purchase Intention –A Case of the Bed and Breakfast Accommodation Industry
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 黃怡齡
研究生(英文) I-Ling Huang
學號 R47001165
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-蔡耀全
口試委員-方世杰
口試委員-陳住銘
中文關鍵字 網路口碑  知覺風險  購買意願 
英文關鍵字 electronic word-of-mouth (eEOM)  perceived risk  purchase intention 
學科別分類
中文摘要 隨著網路使用人口增加,使得訊息的傳遞更加無遠弗屆。網際網路,提供了消費者新的訊息與口碑溝通平台。在針對網路口碑進行的研究中,多數是以實體商品進行研究,針對服務產品的研究較為匱乏。因此,本研究針對服務產品-民宿產業進行探討,由於服務產品是無形且無法輕易被描述的,且在親身體驗之前是無法衡量服務產品的價值,也因此他人經驗的影響相形重要。
由於消費者當無法親身體驗民宿的服務前難以衡量民宿的品質好壞,因此,消費者相對較為依賴他人經驗的口碑以降低風險與不確定性(Bansal & Voyer, 2000; Murray, 1991; Olshavsky & Granbois, 1979)。也因此,消費者藉由瀏覽產品的資訊與網路口碑(eWOM,electronic word-of-mouth),作為最後是否決定購買的參考。
本研究以曾在網路上搜尋過民宿的網路口碑者為對象,並以網路問卷及實體問卷的方式發放問卷,共回收344份問卷,有效問卷共343份。本研究以因素分析及信度分析、T檢定、變異數分析、相關分析及迴歸分析進行統計分析,得到以下實證結果:
ㄧ、網路口碑會影響消費者的知覺風險。
二、知覺風險會影響消費者的購買意願。
三、知覺風險在網路口碑與購買意願之間具有部分中介效果
英文摘要 While the amounts of internet users grow up, people around the world communicate the information with each other everywhere. The Internet gives consumers new communication platforms to share their messages、information and word-of-mouth.
The research on electronic word-of-mouth, there has been relatively limited research published which examines the service products. Therefore, we focus on the service products-Bed and Breakfast Accommodation. Service products are intangible and cannot be easily described, before they experience the service, they can’t measure the value of service products. Thus, the experience of others is important.
When consumers can’t experience the service of the bed and breakfasts, they tend to rely on word-of-mouth from an experienced source to lower perceived risk and uncertainty.(Bansal & Voyer, 2000; Murray, 1991; Olshavsky & Granbois, 1979)Therefore, consumers search the information and eWOM (electronic word-
of-mouth) of products to make purchasing decision.
In this study, we find someone who have found the eWOM of the bed and breakfasts to finish the surveys. We use the Internet and the paper form to deliver the surveys, and we got 344 surveys back. In this research, there are there findings:
1.eWOM has an effect on consumers’ perceived risk.
2.Perceived risk has an effect on consumers’ purchasing intention.
3.Perceived risk has a mediating partial effect among eWom and purchase intention.
論文目次 表目錄……………………………………………………………………VII
圖目錄……………………………………………………………………IX
第壹章 緒論………………………………………………………………1
第一節 研究背景…………………………………………………………1
第二節 研究動機…………………………………………………………6
第三節 研究目的…………………………………………………………7
第四節 研究流程…………………………………………………………8
第貳章 文獻探討…………………………………………………………9
第一節 網路口碑…………………………………………………………9
第二節 知覺風險…………………………………………………………17
第三節 網路口碑對知覺風險的影響……………………………………20
第四節 購買意願…………………………………………………………21
第五節 知覺風險對購買意願的影響……………………………………22
第六節 小結………………………………………………………………23
第參章 研究方法…………………………………………………………24
第一節 研究架構…………………………………………………………24
第二節 研究假設…………………………………………………………25
第三節 研究變數之操作性定義及衡量…………………………………26
第肆章 研究結果與分析…………………………………………………29
第一節 問卷設計與抽樣方法……………………………………………29
第二節 樣本敘述性統計…………………………………………………31
第三節 T檢定…………………………………………………………… 35
第四節 變異數分析………………………………………………………36
第五節 因素分析及信度分析……………………………………………41
第六節 相關分析…………………………………………………………46
第七節 迴歸分析…………………………………………………………47
第八節 中介效果驗證……………………………………………………54
第伍章 研究結論與建議…………………………………………………56
第一節 研究結論與管理意涵……………………………………………56
第二節 研究限制與未來研究建議………………………………………61
參考文獻………………………………………………………………… 64
附錄 正式問卷……………………………………………………………70
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二、中文文獻
陳昭郎、張東友(2002),台灣農村民宿之類型及其行銷策略。農業經營管理會訊,33,16-20。
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