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| Title: | 網路口碑型態與社會線索對口碑信任影響之研究
The Effects of Social Clue Implied in Two Types of eWoM for Trust on eWoM |
| Authors: | 陳俞仲
Chen, Yu Zhong |
| Contributors: | 管郁君
陳俞仲
Chen, Yu Zhong |
| Keywords: | 網路口碑
社會線索
內源性口碑
外源性口碑
eWoM
social clue
endogenous WoM
exogenous WoM |
| Date: | 2016 |
| Issue Date: | 2016-08-09 10:45:32 (UTC+8) |
| Abstract: | 隨著網際網路時代的來臨，網路口碑逐漸變成消費者購買決策時重要的參考依據。而口碑依據來源不同，分為內源性口碑及外源性口碑，且兩者皆透過社會線索的暗示影響消費者對於口碑的信任。本研究先蒐集相關文獻並彙整出影響口碑信任的因素——社會線索。接著探討兩種口碑類型中，社會線索對於口碑信任的影響。本研究共收回880份有效問卷，並透過最小平方法(PLS)及多群分析，進行有效樣本之實證分析。結果顯示，在社會線索中，感知權威性、感知真實性及感知內容特質皆顯著地影響消費者對於口碑的信任程度，且隨著口碑類型的不同，消費者所重視的社會線索也不相同。在內源性口碑情境中，消費者較外源性口碑情境更加注重口碑的感知真實性。在外源性口碑情境中，則消費者較內源性情境更加注重口碑的感知權威性。因此，本研究認為企業除了維持內源性口碑的行銷活動外，應當對於外源性口碑的經營有著相等的注意力。
This study explores the effects of social clue implied in the two types of eWoM (electronic word-of-mouth) for the trust on eWoM. With the development of the Internet, online word of mouth (eWoM) gradually be taken as an important reference for consumers when they make a purchase decision. According to different sources of eWoM, eWoM can be divided into endogenous eWoM and exogenous eWoM, and both affect consumers’ trust on WoM through the social clue of eWoM. First, this study collected relevant literature and aggregated the factors affecting the trust on eWoM, and this study call the factors the social clue. Then this study investigate the effects of the social clue of the two types of eWoM for the trust on eWoM and process the validity sample analysis by PLS. Hypotheses on type of eWoM could be tested by statistically comparing corresonding path coefficients in the structural models. The survey results from 880 participants of an online forum suggest that the social clue of eWoM is significantly associated with the trust on eWoM, and the results vary with the types of eWoM. The contribution of this study demonstrate the importance of the social clue of eWoM, and they carry important practical implications for business. |
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| Description: | 碩士
國立政治大學
資訊管理學系
103356025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103356025 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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