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系統識別號 U0026-2601201300580900
論文名稱(中文) 網路消費者評論對不確定性降低與價值感知之影響
論文名稱(英文) The Effect of On-line Consumer Reviews on Uncertainty Reduction towards Value Perception
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 101
學期 1
出版年 102
研究生(中文) 黃建豪
研究生(英文) Chien-Hao Huang
學號 r66994076
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 指導教授-張心馨
口試委員-黃瀞瑩
召集委員-陳素雯
中文關鍵字 雙歷程理論  不確定性降低理論  價值感知  網路消費者評論 
英文關鍵字 Dual-process theory  uncertainty reduction theory  value perception  on-line consumer reviews 
學科別分類
中文摘要 消費者評論已成為公司行銷的重要工具,也是其與消費者建立關係的管道之一,因此網路消費者評論如何影響消費者的態度是值得探討的議題。本研究以雙歷程理論(Dual-process Theory)與不確定性降低理論 (Uncertainty Reduction Theory)探討網路消費者評論對消費者的不確定降低與價值感知之影響,以瞭解消費者態度是否會受到消費者評論的影響並建立與該公司的關係。本研究共回收450份有效問卷,資料分析結果顯示論點強度、負面的消費者評論、建議的全面性、來源可信度、與之前信念的確認、建議的評分會讓消費者對該商店的不確定性降低。另外,不確定性降低對價值感知有正向影響。最後,本研究建議企業可以在官方網站提供消費者評論來讓消費者的不確定性降低,以增進消費者對公司的價值感知。
英文摘要 On-line consumer reviews have become an important tool for marketing by companies, and on-line consumer reviews are also one of the channels to build relationships with consumers. Therefore, how on-line consumer reviews affect consumers’ attitude has become an important concern. This study combined the dual-process and the uncertainty reduction theories to examine how on-line consumer reviews affect consumers’ uncertainty reduction and value perception. This can help us understand whether consumers’ attitude will be influenced by on-line consumer reviews and if relationships will be built between consumers and the company. In this study, 450 valid questionnaires were collected to conduct data analyses. Data analyses results showed that argument quality, negatively framed on-line consumer reviews, recommendation sidedness, source credibility, confirmation of prior belief, and recommendation rating have a positive effect on the uncertainty reduction of consumers for the stores. Results also showed that uncertainty reduction has a positive effect on value perception. Finally, this study suggests that companies can provide on-line consumer reviews on their websites to increase consumers’ uncertainty reduction and consumers’ value perception for the company.
論文目次 摘要 Ⅰ
Abstracts Ⅱ
誌謝 Ⅲ
Contents Ⅳ
List of Tables Ⅴ
List of Figures Ⅴ
Chapter 1 Introduction 1
1.1.Research Background and Motivations 1
1.2.Research Objectives 5
1.3.Research Contribution 6
1.4.Research Process 7
Chapter 2 Literature Review and Research Hypotheses 8
2.1.Uncertainty Reduction Theory 10
2.2.Dual-process Theory 14
2.2.1.Informational Determinants 15
2.2.2.Normatively Determinants 24
2.3.Value Perception 27
Chapter 3 Research Design and Methodology 31
3.1.Definition of Constructs 31
3.2.Measurement Development 33
3.3.Pilot Test Analysis and Result 37
3.4.Data Analysis Procedure 41
Chapter 4 Research Analyses and Results 43
4.1.Data Collection and Demographics Analysis 43
4.2.Descriptive Analysis 45
4.3.Measurement Model Analysis 45
4.3.1.Confirmatory Factor Analysis(CFA) 45
4.3.2.Convergent Validity and Reliability Analysis 49
4.3.3.Discriminant Validity Analysis 50
4.4.Structural Model Analysis and Hypotheses Testing 51
Chapter 5 Discussion and Conclusion 55
5.1.Research Findings 55
5.2.Theoretical Implications 61
5.3.Managerial Implications 63
5.4.Limitations and Directions for Future Research 65
References 67
Appendix:Questionnaire 78
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