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    题名: 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
    作者: 羅彥鐘
    贡献者: 賴士葆
    林宏遠
    羅彥鐘
    关键词: 電子口碑
    政治態度
    電子口碑行為
    日期: 2006
    上传时间: 2009-09-11 17:01:20 (UTC+8)
    摘要: 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。
    研究結果顯示，電子口碑的構面可分為線上意見領袖與線上意見尋求；政治態度的構面則包含了外部政治效能感、內部政治效能感與政治信任。兩構念之間具有如下關係：
    1.外部政治效能感能正向影響線上意見領袖
    2.內部政治效能感能正向影響線上意見領袖
    3.政治信任能正向影響線上意見尋求
    此外，電子口碑也經證實能夠影響電子口碑行為：
    1.線上意見領袖能正向影響線上轉寄與線上交談
    2.線上意見尋求能正向影響線上轉寄與線上交談
    藉由電子口碑模式的確立，能瞭解政治議題的網路擴散效應，並提供另一個資訊傳遞與交流的新型態管道。
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    國立政治大學
    企業管理研究所
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    95
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