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題名:網路書評與購買意願的研究:台灣網路書店的實証調查
作者:黃運圭 引用關係
作者(外文):Yun Kuei Huang
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
指導教授:欒斌
林孟彥
學位類別:博士
出版日期:2005
主題關鍵詞:書評購買口碑線上購物網路book reviewspurchaseword of mouthonline shoppingInternet
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:2
本篇論文藉由探索性調查,來了解網路書評的諸多特性對購買意願的影響。在調查過程中,本研究首先利用台灣博客來網路書店的書評對50位參與者進行焦點群體訪談,爾後對810位受測者使用實驗設計的方法,來了解網路書評的則數、字數、書評內容的正負、負面網路書評的多寡、正負面網路書評出現的順序、及網路書評匿名與否,對消費者購買意願的影響。二項調查結果發現,網路書評的諸多特性在購買意願上扮演重要的角色。這些結果可提供網路書商作為書評管理的參考,另外,也可作為圖書館管理員在充實圖書設備,或推展圖書借閱活動時的參考。
This paper reports an exploratory investigation into the effect of the characteristics of Internet book reviews on consumer purchase intention. Book reviews of a Taiwan-based bookstore Website, books.com.tw, are used to conduct focus group interviews and to develop an experimental design approach, achieving a sample size of 50 with the former and 810 with the latter. The total number of reviews, their length, positive or negative content, number of negative book reviews, order in which reviews appear, and whether the Internet reviewers are anonymous have a significant effect. These results can provide Internet bookstores with a reference for managing their book reviews. They can also be of help to librarians in collection development and book circulation promotion.
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