跳到主要內容

簡易檢索 / 詳目顯示

研究生: 陳慶緯
Chen, Ching Wei
論文名稱: 消費者商品知識與商品屬性對網路口碑效應之影響
The effects of product knowledge and product attribute on e-WOM effects
指導教授: 洪順慶
學位類別: 碩士
Master
系所名稱: 商學院 - 商管專業學院碩士學位學程(AMBA)
Advanced Master of Business Administration Program(AMBA)
論文出版年: 2011
畢業學年度: 100
語文別: 中文
論文頁數: 100
中文關鍵詞: 網路口碑主觀商品知識客觀商品知識商品屬性
外文關鍵詞: e-WOM, subjective knowledge, objective knowledge, product attribute
相關次數: 點閱:305下載:8
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

  • 第一章 緒論 ....1
    第一節 研究背景 ....1
    第二節 研究動機 ....4
    第三節 研究目的 ....5
    第四節 研究流程 ....6
    第二章 文獻探討 ....7
    第一節 知識流通 ....7
    第二節 口碑效應 ....9
    第三節 網路口碑 ...11
    第四節 廣告效果 ...13
    第五節 商品知識 ...15
    第六節 商品屬性 ...18
    第三章 研究方法 ...20
    第一節 理論架構 ...20
    第二節 研究假說 ...21
    第三節 操控變數設定與其實務意涵...22
    第四節 實驗設計 ...26
    第五節 問卷設計 ...28
    第六節 研究對象與抽樣 ...29
    第七節 資料分析方法 ...31
    第四章 資料分析與研究 ...32
    第一節 問卷回收與樣本結構 ...32
    第二節 信度分析 ...35
    第三節 操控檢定 ...36
    第四節 敘述性統計 ...37
    第五節 獨立性檢定 ...41
    第六節 假設檢定 ...44
    第七節 研究假設驗證結果總整 ...49
    第五章 結論與建議 ...50
    第一節 研究結論 ...50
    第二節 管理與實務意涵 ...53
    第三節 研究限制 ...56
    第四節 未來建議 ...58
    參考文獻 ...59
    一、 中文文獻 ...59
    二、 英文文獻 ...60
    附錄 研究問卷 ...67
    A. 正面口碑/ 專櫃商品 ...67
    B. 正面口碑/ 開架商品 ...73
    C. 負面口碑/ 專櫃商品 ...79
    D. 負面口碑/ 開架商品 ...85
    E. 無口碑/ 專櫃商品 ...91
    F. 無口碑/ 開架商品 ...96

    林建煌,消費者行為。台北:智勝文化事業有限公司,民國91年。
    邱皓政,量化研究與統計分析。台北:五南圖書出版公司,民國97年。
    邱志聖,行銷研究實務與理論應用。台北:智勝文化事業有限公司,民國97年。
    樊志育,廣告效果研究,台北:三民書局,民國79年。
    Alba, J. W., and Hutchinson, J. W. (1987). “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13, 411-454.
    Arjun, Chaudhuri. (1999). “Does Brand Loyalty Mediate Brand Equity Outcomes?,” Journal of Marketing, Spring, 136-146.
    Arndt, J. (1967). “Role of product related conversations in the diffusion of a new product,” Journal of Marketing Research, 4, 291-295.
    Berlo, D. K., Lemert, J. B., and Mertz, R. J. (1969). “Dimensions for Evaluating the Acceptability of Message Sources,” Public Opinion Quarterly, 33, 563-576.
    Bickart, B., and Schindler, R. M. (2001). “Internet Forums as Influential Sources of Consumer Information,” Journal of Interactive Marketing, 15, 31-40.
    Biehal, Gabriel J., and Dipankar Chakravarti (1983). “Information Accessibility as a Moderator of Consumer Choice,” Journal of Consumer Research, 10, 1-14.
    Bloch, P. H., Sherrell, D. L., and Ridgway N. M. (1986). “Consumer Search: An Extended Framework,” Journal of customer research, 13, 119-126.
    Block, Lauren G., and Keller, Punam A. (1995). “When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing no Intentions to Perform a Health-Related Behavior,” Journal of Marketing Research, 32, 192-203.
    Boatwright, P. Basuroy, S., and Kamakura, W. (2007). “Reviewing the reviewers: the impact of individual film critics on box office performance,” Quantitative Marketing and Economics, 5, 401-425.
    Bone, P. F. (1995). “Word of mouth effects on long-term and short-term product judgment,” Journal of Business Research, 32, 213-223.
    Briggs, R., and H. Nigel, (1997). “Advertising on the web: Is there response before click-through,” Journal of Advertising Research, 37, 33-45.
    Bristor, J. M. (1990). “Enhanced explanations of word of mouth communications: the power of relationships,” Research in consumer behavior, 4, 51-83.
    Brown, J. J., and Reingen, P. H. (1987). “Social ties and word-of-mouth referral behavior,” The Journal of Consumer Research, 14, 350-362.
    Brucks M. (1985). “The effects of product class knowledge on information search behavior,” Journal of Consumer Research, 12, 1-16.
    Cantril, H., and Allport, G. (1935). “The psychology of radio,” New York: Harper and Brothers.
    Chatterjee, P. (2001). “Online reviews: do consumers use them?,” In Gilly, M. C. and Levy, J. M. (Eds.), Advance in Consumer Research, 28, 129-133. Valdosta, GA: Association for Consumer Research.
    Chevalier, J. A., and Mayzlin, D. (2003). “The effect of word of mouth on sales: online book reviews (Rep. No. ES-28 and MK-15),” New Haven, CT: Yale University, School of Management.
    Davenport, T. H., and Prusak, L. (1998). “Working Knowledge: How Organizations Manage What They Know,” Harvard Business School Press, Boston.
    Dellacrocas, C. (2003). “The digitization of Word-Of-Mouth: Promise and challenges of online feedback mechanisms,” Management Sciences, 49, 1407-1424.
    Dichter, E. (1966). “How word-of-mouth advertising works,” Harvard Business Review, 44, 147-160.
    Doob, L. W. (1948). “Public Opinion and Propaganda,” New York: Henry Holt.
    Duan, W., Gu, B., and Winston, A. B. (2008). “The dynamics of online word-of-mouth and product sales – an empirical investigation of the movie industry,” Journal of Retailing, 84, 233-242.
    Festinger. (1957). “A Theory of Cognitive Dissonance,” Stanford University Press.
    Friestad, M., and P. Wright. (1994). “The persuasion-Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21, 1-31.
    Gleb, B. D., and Sundaram, S. (2002). “Adapting to word of mouse,” Business Horizons, 45, 21-25.
    Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L .J. (1998). “A dynamic study if interpersonal information search,” Journal of the Academy of Marketing Science, 26, 83-100.
    Godes, D., and D. Mayzlin. (2004). “Using online conversations to study word-of-mouth communication,” Marketing Science, 545-560.
    Goldsmith, R. E., and Horowitz, D. (2006). “Measuring Motivations for Online Opinion Seeking,” Journal of interactive Advertising, 6, 1-16.
    Granovetter, M. S. (1973). “The strength of weak ties,” The American Journal of Sociology, 78, 1360-1380.
    Hanson, W. (2000). “Principles of internet marketing,” Cincinnati, OH: South-Western College Publishing.
    Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. (2004). “Electronic Word-Of-Mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” Journal of Interactive Marketing, 18, 38-52.
    Herr, P. M., F. R. Kardes, and J. Kim. (1991). “Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective,” The Journal of Consumer Research, 17, 454-462.
    Hovland, C. I., Janis, I. L., and Kelly, H. H. (1953). “Communication and Persuasion: Psychological Studies of Obvious Change,” New Haven, and C.T.: Yale University Press.
    Hovland, C. I. and W. Weiss. (1951). “The influence of source credibility on communication effectiveness,” Public Opinion Quarterly, 15, 635.
    Hutton, J. G. and Mulhern, F. J. (2002). “Marketing Communications: Integrated theory, strategy and tactics,” Hackensack, NJ: Pentagram Publishing.
    Johnson, E. and Russo, J. E. (1984). “Product famililarity and learning new information,” Journal of Consumer Research, 11, 542-550.
    Judd, V. C. (1998). “Consumer Behavior-Buying, Having, and Being,” Psychology and Marketing, Hoboken, 15, 111-113.
    Kahneman, D., and Tversky, A. (1979). “Prospect Theory: An Analysis of Decision Under Risk,” Econometrica, 47, 263-291.
    Katona, G., and E. Mueller (1954). “A Study of Purchasing Decisions, In Consumer Behavior: The Dynamics of Consumer Reaction,” Ed. L. H. Clark. New York: New York University Press, 30-87.
    Katz, E., and Lazarsfeld, P. F. (1957). “Personal Influence: The Part Played by People in the Flow of Mass Communications,” Glencoe, IL: Free Press.
    Keaveney, Susan M. (1995). “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, 59, 71-82.
    King, M. F., and Balasubramanian, S. K. (1994). “The effects of expertise, end goal, and product type on adoption of preference formation strategy,” Academy of Marketing Science, 22, 146-169.
    Knauer, V. (1992). “Increasing customer satisfaction,” Puells, Co., US Office of Consumer Affairs.
    Lascu, D. N., W. O. Bearden, and R. L. Rose (1995). “Norm Extremity and Interpersonal Influences on Consumer Conformity,” Journal of Business Research, 32, 201-212.

    Lavidge, R. J., and Steiner, G. (1961). “A model for predictive measurement of advertising affectiveness,” Journal of Marketing Research, 25, 59-62.
    Liu, Y. (2006). “Word of mouth for movies: Its dynamics and impact on box office revenue,” Journal of Marketing, 70, 74-89.
    Murray, K. B. (1991). “A test of services marketing theory: consumer information acquisition activities,” Journal of Marketing, 55, 10-25.
    Nelson, P. (1970). “Information and consumer behavior,” Journal of Political Economy, 78, 311-329.
    Nonaka, I., and Takeuchi, H. (1995). “The Knowledge-Creating Company,” N.Y.: Oxford University Press.
    O’ Keffe, D. J. (1992). “Persuasion: Theory and research,” Newbury Park: Sage Reagan.
    Park, C. Whan, and V. Parker Lessig (1981), “Familiarity and Its Impact on Consumer Decision Biases and Heuristics,“ Journal of Consumer Research, 8, 223-230.
    Parker, B. J. (1998). “Exploring life themes and myths in alcohol advertisements through a meaning-based model of advertising experiences,” Journal of Advertising, 27, 97-112.
    Park, C. W., and B. Mittal. (1985). “A Theory of Involvement in Consumer Behavior: Problem and Issues,” Research in Consumer Behavior, JN. Sheth (Eds.), Greenwich, 220-223.
    Park, C. W., Mothersbaugh D. L., and Feick, L. (1994). “Consumer Knowledge Assessment-How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know,” Advance in Consumer Research, 19, 193-198.

    Pavlou, P., and Gefen, D. (2004). “Building effective online marketplace with institutional-based trust,” Information System Research, 15, 37-59.
    Peter, Wright. (1977). “Cognitive Response to Mass Media Advocacy, Cognitive Response in Persuasion,” Richard E. Petty, Thomas M. Ostrom, and Timothy C. Brock (Eds.), Hillsdale, NJ: Lawrence Erlbaum Associate, 263-282.
    Punj, G., and R. Staelin. (1983). “A Model Of Consumer Information Search Behavior For New Automobiles,” Journal of Consumer Research, 9, 366-380.
    Reingen, Peter. H., and Jerome, B. Kernan (1986). “Analysis of Referral Networks in Marketing: Methods and Illustration,” Journal of Marketing Research, 23, 370-378.
    Ridings, C. M., D. Gefen, and B. Arinze. (2002). “Some antecedents and effects of trust in virtual communities,” Journal of Strategic Information Systems, 11, 271-295.
    Schiffman, L. G., and L. L. Kanuk. (1994). “Consumer Behavior 5th,” Prentice-Hall Inc.
    Senge, P. M. (1997). “Sharing Knowledge,” Executive Excellence, 15, 11-12.
    Severin, W. J., and Tankard, J. W. (1988). “Communication theory: Origins, methods, uses,” New York and London: Longman.
    Silverman, G. (1997). “How to Harness the Awesome Power of Word of Mouth,” Direct Marketing, November, 32-37.
    Sujan, Mita. (1985). “Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgment,” Journal of Consumer Research, 21, 31-46.
    Tanimoto, J., and H. Fujii. (2003). “A study in diffusion characteristics of information on a human network analyze by a Multi-Agent simulator,” The Social Science Journal, 40, 479-485.

    Thompson, N. (2003). “More Companies Pay Heed to Their “Word of Mouse” Reputation,” New York Times, Business/ Financial Desk, June 23.
    Walther, J. B. (1992). “Interpersonal effects in computer-mediated interaction: a relational perspective,” Communication Research, 19, 52-90.
    West, D. (1994). “Validating a Scale for the Measurement of Credibility: A Convariance Structure Modeling Approach,” Journalism Quarterly, 71, 159-168.
    Whyte, W. H. Jr. (1954). “The Web of Word of Mouth,” Fortune, 50, 140-143.
    Wilke, W. H. (1934). “An Experimental Comparison of the Speech, the Radio and the Printed Pages as Propaganda Devices,” Archives of Psychology, 169.
    Wilkie, W. L. (1990). “Consumer behavior,” New York Wiley and Sons.
    Wilson, E. J., and D. L. Sherrell. (1993). “Source effects in communication and persuasion research: A meta-analysis of effect size,” Journal of the Academy of Marketing Science, 21, 101-112.
    Xia, L., and Bechwati, N. (2006). “Positive word of mouse: the role of personalization,” Paper presented at the meeting of American Marketing Association winter educator’s conference, Petersburg, FL.

    QR CODE
    :::