網路口碑豐富性對口碑效果之影響__臺灣人文及社會科學引文索引資料庫

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題名：	網路口碑豐富性對口碑效果之影響
作者：	呂文琴
作者(外文)：	Wen-Chin Lu
校院名稱：	國立臺北科技大學
系所名稱：	工商管理研究所
指導教授：	蔡瑤昇
學位類別：	博士
出版日期：	2011
主題關鍵詞：	網路口碑豐富性；知覺效力；口碑效果；刺激-有機體-反應；紮根理論；Richness of Online Word-of-Mouth (OWOM)；Perceived Effectiveness；WOM Effect；Stimulus-Organism-Response (SOR) Paradigm；Grounded Theory
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:185

本研究根據刺激-有機體-反應（SOR），針對網路口碑豐富性對接收者之口碑效果的影響提出研究模型；並進而應用紮根理論（Grounded Theory），經蒐集分析60名具有網路口碑使用經驗的受訪者資料，建構網路口碑豐富性（生動性、故事性、視覺提示）對接收者產生內在之知覺效力（說服力、資訊力、情境力）及外在之口碑效果（口碑失效、口碑意圖、購買意圖）的影響。此外，本研究操弄網路口碑豐富性（高/低）及口碑數量特性（多/少），將其分成四個實驗情境組，毎組各55名總計220名具網路口碑使用經驗的受測者參與實驗。研究結果指出，當網路口碑豐富性愈高時，對訊息接收者的知覺效力愈具顯著正影響；而當訊息接收者知覺效力愈高，則對口碑效果愈具顯著影響，亦即當知覺效力高時，有助於降低口碑失效、以及提高口碑意圖與購買意圖。再者，口碑數量會干擾口碑豐富性對接收者知覺效力的影響：當口碑數量多時，會增強豐富性對接收者知覺效力的影響，尤其在豐富性低的增強效果較為顯著；當口碑數量少時，會干擾豐富性對接收者知覺效力的影響，亦同樣在豐富性低的干擾效果較為顯著。最後，知覺效力在網路口碑豐富性對訊息接收者口碑效果之影響上，具顯著中介效果。

以文找文

A causal conceptual model measuring the richness of online word-of-mouth influence on receivers’ WOM effect is proposed in this study based on the Stimulus-Organism-Response (SOR) paradigm. Applying Grounded Theory and analyzing the 60 interviewees who have the usage experience of OWOM, this study constructs the influence model of richness of word-of-mouth information (vividness, story-telling and visual cues) on receivers’ perceived effectiveness (persuasion, information and situation) and WOM effect (WOM failure, WOM intention and purchase intention). Besides, this study adopts four experiments design with richness of OWOM (higher/lower) and WOM volume (more/less). There are 220 OWOM users participated in this study. The results show that when the receivers receive the higher richness of WOM, they could increase receivers’ perceived effectiveness. And when the receivers have higher perceived effectiveness, they could decrease WOM failure and increase WOM intention and WOM effect. Additionally, WOM volume moderates the effects of receiver perceived effectiveness. Finally, the receiver’s perceived effectiveness mediator of the effects of richness of OWOM on their WOM effect.

以文找文

中文文獻
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