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題名:論點品質與代言人對旅遊商品購買決策的影響:口碑的調節效果
作者:施婉婷
作者(外文):WAN-TING SHIH
校院名稱:國立體育大學
系所名稱:體育研究所
指導教授:王俊人
學位類別:博士
出版日期:2015
主題關鍵詞:ELM論點品質代言人口碑涉入程度購買意圖ELMargument qualityendorsersword-of-mouthinvolvementpurchase intention
原始連結:連回原系統網址new window
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  • 點閱點閱:44
本研究主要目的是在了解論點品質及代言人是否能有
效影響不同涉入程度消費者的購買意圖,並探討口碑在此影
響中是否產生調節作用。研究採用實驗設計的方式,共設計
2(論點品質:強、弱)X2(代言人:名人、素人)X 3(口
碑:體驗、分析、票選),共12個實驗分組。總共測試446
位受測者的購買意圖。研究結果發現,針對低涉入程度的消
費者,名人代言能夠有效地影響其購買意圖,若能再加上專
家類型的分析口碑,將更能強化名人代言對購買意圖的影
響。針對高涉入程度的消費者,論點品質與口碑的交互作用
確實能夠顯著地影響其購買意圖。
The main purpose of this study was to understand whether argument quality and endorsers can effectively influence different involvement consumers’ purchase intention, and to explore whether word-of-mouth has moderating effect or not. The experimental design method was used, we designed 12 experimental groups: 2 (argument quality: strong, weak) x2 (endorsers: celebrity, non-celebrity) x3 (word-of-mouth: experience, analysis, voting). Totally investigate 446 online subjects’ purchase intention. The result shows that for the lowly involved consumers, celebrity endorsers can effectively influence their purchase intention, if we can couple with analysis word-of-mouth which is from expert type, will enhance the influence from celebrity endorsers to purchase intention. For the hightly involved consumers, the interaction of argument quality and word-of-mouth can significant influence their purchase intention.
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