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題名:診斷購物網站品牌形象與網路口碑之關聯性:國內的實證研究
書刊名:管理資訊計算
作者:柴康偉歐瑋明 引用關係蔡爭岳 引用關係顧倩
作者(外文):Chi, Kang-weiOu, Wei-mingTsai, Cheng-yuehKu, Chien
出版日期:2019
卷期:8:特刊1
頁次:頁24-34
主題關鍵詞:購物網站品牌形象網路口碑Shopping websiteBrand imageOnline words-of-mouth
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(2) 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:2
  • 共同引用共同引用:4
  • 點閱點閱:11
社會環境與資訊科技的快速變遷及發展,網購商家的足跡已遍布全球各大網站,帶來一種新的網購消費模式。要如何在消費者心目中建立起良好的品牌形象,使顧客在瀏覽網購資訊、線上購物的當下及購買後,能夠因為美好的網購體驗或印象,開始願意對其他周遭或親朋好友做更多的分享,甚至樂意主動的將此購物網站的資訊或商品透過網路的各種管道做所謂的口碑式行銷,相信是每位網購業者長久以來所琢磨的點。因此,本研究以個案科大的學生為研究的對象,首先,針對大專院校學生個人的背景變項對於網購業者之「品牌形象」及「網路口碑」兩構面上的差異性做一比較與確認,再透過簡單迴歸分析法來檢驗大專院校學生對於網購業者之「品牌形象」與「網路口碑」兩構面間之關聯性。研究結果發現:(1)性別及年級別兩者僅對網路口碑有顯著的影響;學院別對品牌形象及網路口碑兩構面都有顯著的影響;(2)網購業者之「品牌形象」對「網路口碑」兩構面的關係是呈現出顯著的正向相關性。期能藉由本研究在各構面問項之排序及顯著性的分析與結果,做為網購業者日後在品牌形象上的參考,以及可提升網路口碑的指引方向。
With the rapid changes and development of social environment and information technology, the footprint of online shopping merchants has spread all over the world. After creating a good brand image in the minds of consumers, customers with good shopping experience and impression are willing to provide positive words-of-mouth through various channels. This study primarily examined the relationship between brand image and online words-of-mouth of shopping websites. A survey of Taiwanese undergraduate students was undertaken. The research results show that: (1) two demographic variables, such as gender and age, have significant influences on online words-of-mouth; (2) there are significant positive correction on the relationship between shopping websites' brand image and online words-of-mouth. The theoretical and practical implications of this study are also provided.
期刊論文
1.張佩婷、宋映呈、游家婕(20150900)。品牌形象、體驗價值、顧客滿意關係研究--以NIKE品牌為例。臺灣觀光學報,10,39-52。new window  延伸查詢new window
2.Westbrook, R. A.(1987)。Product/Consumption-Based Affective Responses and Post Purchase Processes。Journal of Marketing Research,24(3),258-270。  new window
3.Park, D. H.、Lee, J.、Han, I.(2007)。The effects of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement。International Journal of Electronic Commerce,11(4),125-148。  new window
4.Clemons, E. K.、Gao, G. G.、Hitt, L. M.(2006)。When online reviews meet hyper differentiation: A study of the craft beer industry。Journal of Management Information Systems,23(2),149-171。  new window
5.Wang, Y.-L.、Tzeng, G.-H.(2012)。Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods。Expert Systems with Applications,39(5),5600-5615。  new window
6.胡逸斌、危懷安、劉峯銘(20151000)。品牌形象和媒體行銷影響電信業通訊品質滿意度之研究--以東臺灣地區為例。育達科大學報,41,205-220。  延伸查詢new window
7.潘臆如、黃美珍(2015)。消費者對泳裝品牌形象之研究--以高雄地區為例。高師大體育期刊,13,75-93。  延伸查詢new window
8.賴瑞榮、李世昌、許勝程(20151200)。網路口碑與購買意圖關係之研究--以女兒紅婚宴會館為例。休閒事業研究,13(4),59-74。new window  延伸查詢new window
9.Almana, A. M.、Mirza, A. A.(2013)。The impact of electronic word of mouth on consumers' purchasing decisions。International Journal of Computer Applications,82(9),23-31。  new window
10.Dwivedi, A.、Merrilees, B.(2012)。The impact of brand extensions on parent brand relationship equity。Journal of Brand Management,19(5),377-390。  new window
11.Pars, S. R.、Gulsel, C.(2011)。The effects of brand image on consumers' choice。International Journal of Business and Social Science,2(20),227-238。  new window
12.Wang, W. T.、Ou, W. M.、Chen, W. Y.(2019)。The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: A mobile service quality perspective。International Journal of Information Management,44,178-193。  new window
13.Zhang, M. X.、Jolibert, A.(2000)。Culture chinoise traditionnelle et comportements de consummation。Décisions Marketing,19(5),85-92。  new window
14.Duhan, Dale F.、Johnson, Scott D.、Wilcox, James B.、Harrell, Gilbert D.(1997)。Influences on consumer use of Word-of-mouth recommendation sources。Journal of the Academy of Marketing Science,25(4),283-295。  new window
15.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。  new window
16.Silverman, G.(1997)。How to Harness the Awesome Power of Word of Mouth?。Direct Marketing,60(7),32-37。  new window
17.Jacoby, Jocob、Olson, Jerry C.、Haddock, Rafael A.(1971)。Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality。Journal of Applied Psychology,55(6),570-579。  new window
18.Bickart, Barbara、Schindler, Robert M.(2001)。Internet Forums as Influential Sources of Consumer Information。Journal of Interactive Marketing,15(3),31-40。  new window
19.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Walsh, Gianfranco、Gremler, Dwayne D.(2004)。Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?。Journal of Interactive Marketing,18(1),38-52。  new window
20.Grohs, R.、Reisinger, H.(2014)。Sponsorship effects on brand image: The role of exposure and activity involvement。Journal of Business Research,67(5),1018-1025。  new window
21.Gelb, Betsy D.、Sundaram, Suresh(2002)。Adapting to "Word of Mouse"。Business Horizons,45(4),21-25。  new window
會議論文
1.吳培真、劉宗哲(2014)。服務品質與品牌形象對顧客忠誠度之研究。第17屆科際整合管理研討會。  延伸查詢new window
2.花千惠、胡凱傑(2014)。奢侈品品牌形象、奢侈品價值與品牌態度對消費者購買意圖之影響。第17屆科際整合管理研討會,293-307。  延伸查詢new window
學位論文
1.王竣寬(2009)。消費者對於網路口碑信賴度之因素研究--以高瀏覽3C社群部落格為例(碩士論文)。中國文化大學。  延伸查詢new window
2.陳廣山(2000)。人格特質與人口統計變數對網路購物知覺風險、降低知覺風險策略之影響(碩士論文)。國立交通大學。  延伸查詢new window
3.顏曼婷(2014)。企業倫理、綠色管理、品牌形象與組織績效關係之研究--以台灣麥當勞餐廳為例(碩士論文)。國立屏東教育大學。  延伸查詢new window
4.馬誠謙(2014)。服務品質、品牌形象與顧客滿意度對購買意願之影響--以中部地區房仲業為例(碩士論文)。朝陽科技大學。  延伸查詢new window
5.曹文盈、邱妍榛、吳佩珊、張惠媛、李孟儒、陳羽嫣(2013)。大學生對運動品牌的品牌形象、消費者偏好及購買意願的影響--以朝陽科技大學為例(178)。朝陽科技大學。  延伸查詢new window
6.陳永展(2016)。員工顧客導向、商店品牌形象對顧客價值與顧客忠誠度關係之研究--以便利商店為例(碩士論文)。南臺科技大學。  延伸查詢new window
7.楊清華(2016)。品牌形象、知覺價值與消費者行為意向關聯之研究--以連鎖複合式烘焙業為例(碩士論文)。景文科技大學。  延伸查詢new window
 
 
 
 
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