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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29997
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/29997

    Title: 政治態度對電子口碑擴散影響之研究
    Study of the Influence of Political Attitudes upon the Spreading of Electronic Word-of-mouth
    Authors: 羅彥鐘
    Contributors: 賴士葆

    Keywords: 電子口碑
    Date: 2006
    Issue Date: 2009-09-11 17:01:20 (UTC+8)
    Abstract: 口碑傳播向來扮演資訊傳遞與擴散等重要的角色,隨著網路使用的普及,電子口碑成為新形態的口碑傳播方式。本研究以政治議題作為主題,探討電子口碑的前因與後果。電子口碑由兩個構面組成,會受到個體本身具有的政治態度所影響;此外,電子口碑行為是電子口碑的實際體現,不同的電子口碑構面是否會採用不同的方式進行電子口碑的擴散行為?本研究欲探討電子口碑所包含的構面,接著欲證實政治態度、電子口碑與電子口碑行為三構念之間的影響關係。研究對象為關心時事與政治的網路族群,採用網路問卷,共計獲得181份有效問卷,以迴歸分析討論三構念之間的關係。
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0943550571
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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