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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/106487


    Title: 網路評論與社會影響對購買意向之影響效果探討：以產品類型為干擾變數
    The Impact of Online Review and Social Influence on Purchase Intentions: The Moderating Role of Product Type
    Authors: 容嘉麗
    Contributors: 白佩玉
    容嘉麗
    Keywords: 網路評論
    資訊品質
    可信度
    規範性社會影響
    資訊性社會影響
    產品態度
    購買意向
    產品類型
    Date: 2016
    Issue Date: 2017-02-09 16:32:48 (UTC+8)
    Abstract: 近年網路購物隨著網路使用的高度成長而普及，消費者從被動地由廠商給予資訊轉變為主動地搜尋產品資訊，本研究採多元觀點，探討網路評論效果影響消費者在面對不同產品類型時所產生的態度認同差異與購買意向的改變。

    過去探討網路評論的品質對消費者產品態度的影響，諸如評論的資訊品質、可信度、規範性社會影響的和資訊性社會影響對產品態度的影響，和產品態度對於購買意向的改變，但以往研究並未把以上全部變數一同探討是否有所影響。為補足過去研究網路評論效果的缺陷，本研究希望結合以上四個變數加上產品類型以實用型產品和享樂型產品為干擾變數來探究對產品態度和購買意向的交互作用的影響。

    研究方式以問卷方式進行，樣本數共蒐集446份，以SPSS進行複迴歸分析。研究假設皆受到支持，綜合研究結果如下：
    1. 資訊品質、可信度、規範性社會影響和資訊性社會影響對於產品態度皆有正向顯著的影響
    2. 產品態度對購買意向有正向顯著的影響
    3. 產品類型為干擾變數，與產品態度對於購買意向的交互作用有正向顯著的影響
    4. 產品類型為干擾變數，與資訊品質、可信度、規範性社會影響和資訊性社會影響對於產品態度的交互作用皆有正向顯著的影響
    Reference: 中文部分
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    2. 于立宸（民104）。網路消費者評論、調節焦點與產品類型對購買意圖之影響:以知覺公平理論為干擾變數。2015 TOPCO崇越論文大賞。
    3. 方昱敦（民98）。探討網路評論對消費者購買意圖影響-涉入的調節角色。國立中央大學資訊管理研究所碩士論文。
    4. 呂思潔（民100）。社會影響力、網路口碑對持續使用意圖之影響-以社群平台使用者為例。國立高雄師範大學事業經營學系碩士班碩士論文。
    5. 李汶哲（民103）。正負向網路口碑與傳播者身分對產品態度之影響 - 以產品涉入程度為調節變項。東吳大學心理系研究所碩士學位論文。
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    102363114
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1023631141
    Data Type: thesis
    Appears in Collections:[企業管理研究所（MBA學位學程）] 學位論文

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