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題名：探討資訊品質、訊息來源可信度與網路口碑之相關性研究--以微網誌為例
書刊名：商業現代化學刊
作者：周秀蓉／林思妤／蘇純儀／石達潔／陳姿岑／鄭伊珊
作者(外文)：Chou, Hsiu-jung／Lin, Sih-yu／Sue, Chun-yi／Shi, Da-jie／Chen, Zi-cen／Zheng, Yi-shan
出版日期：2012
卷期：6:4
頁次：頁207-227
主題關鍵詞：資訊品質；訊息來源可信度；網路口碑；微網誌；Information quality；Information source credibility；Online word-of-mouth；Microblogging
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:15
  • 點閱點閱:136
由於網際網路的興起，口碑訊息可藉由不同形式的網路平台快速傳播如社群媒體，使用者會傾向使用網路來搜尋資訊，形成所謂的「網路口碑」。本研究針對微網誌的使用者進行問卷調查，共發放問卷400份，有效樣本320份，有效回收率81%。本研究採用描述性、相關與迴歸等分析方法探討資訊品質、訊息來源可信度與網路口碑之間的相關性。研究結果發現：資訊品質越好，使用者網路口碑傳播的意願與使用者個人的信任傾向也越高；訊息來源可信度越高，網路口碑傳播的意願越高。因此建議平台經營者可以透過強化平台的資訊品質，提升使用者口碑傳播的意願，進而增加該網路平台的名聲。
Since the emergence of the internet, word-of-mouth can spread very rapidly through various kinds of online platforms such as social media. Consumers are likely to seek out information via internet, which is "online word-of-mouth". The research will take Microblogging's users as the research objects. Of the 400 questionnaires distributed, 320 valid ones were retrieved and the valid retrieval rate was 81%. Our research methods adopted the descriptive analysis, correlation analysis, and regression analysis to analyze the relationship among information quality, information source credibility, and online word-of-mouth. An analysis of the data revealed: information quality has significant positive impact on online word-of-mouth and information source credibility. The user's information source credibility has positive effect on their online word-of-mouth. Therefore, we recommended that the platform operators can strengthen the information quality and the user's online word-of-mouth for increasing the platform's reputation.
期刊論文
1.黃麗霞、張重昭(20030600)。訊息來源、正負面訊息與市場行家特質對網路訊息傳播之影響。電子商務研究，1(1)，25-40。new window  延伸查詢new window
2.Giffin, K.(1967)。The contribution of studies of source credibility to a theory of interpersonal trust in the communication process。Psychology Bulletin，68(2)，104-120。  new window
3.何振誠、邱張名琪、陳威助(20090700)。從網誌到微網誌：網路社會參與型態的演變介紹。資訊社會研究，17，1-51。new window  延伸查詢new window
4.Chae, M. H.、Kim, J. W.、Kim, H. Y.、Ryu, H. S.(2002)。Information Quality for Mobile Internet Services: A Theoretical Model with Empirical Validation。Electronic Markets，12(1)，38-46。  new window
5.Quinn, James Brian、Anderson, Philip、Finkelstein, Sydney(1996)。Managing Professional Intellect: Making the Most of the Best。Harvard Business Review，74(2)，71-80。  new window
6.Butz, Howard E. Jr.、Goodstein, Leonard D.(1996)。Measuring customer value: Gaining the strategic advantage。Organizational Dynamics，24(3)，63-77。  new window
7.Richard, Frederick F.、Sasser, W. Eral Jr.(1990)。Zero Defection: Quality Comes to Services。Harvard Business Review，68(5)，105-111。  new window
8.McKinney, Vicki、Yoon, Kanghyun、Zahedi, Fatemeh Mariam(2002)。The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach。Information Systems Research，13(3)，296-315。  new window
9.Eighmey, John(1997)。Profiling user responses to commercial web sites。Journal of Advertising Research，37(3)，59-66。  new window
10.Rai, Arun、Lang, Sandra S.、Welker, Robert B.(2002)。Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis。Information Systems Research，13(1)，50-69。  new window
11.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
12.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。  new window
13.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
14.Mangold, W. G.、Miller, F.、Brockway, G. R.(1999)。Word-of-mouth communication in the service marketplace。Journal of Services Marketing，13(1)，73-89。  new window
15.McGinnies, E. I.(1973)。Attitude, Source Credibility, & Involvement as Factors in Persuasion。Journal of Experimental Social Psychology，21，52-55。  new window
16.Mills, J.、Harvey, J.(1972)。Opinion Change as a Function of When Information About the Communicator Is Received & Whether He Is Attractive or Expert。Journal of Personality & Social Psychology，21(1)，52-55。  new window
17.Ohanian, R.(1990)。Construction & Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, & Attractiveness。Journal of Advertising，19(3)，39-52。  new window
18.Raghubir, P.、Kim P. C.(1999)。When Do Price Promotions Affect Brand Evaluations?。Journal of Marketing Research，36(3)，211-222。  new window
19.Wilkerson, G. L.、Bennett L. T.、Oliver K. M.(1997)。Evaluation Criteria & Indicators of Quality for Internet Resources。Ed, Tech，37，52-59。  new window
20.方世榮、張苑惠(2006)。網路口碑之形成影響因素以網路涉入程度與虛擬社群管理為干擾因素。電子商務學報，8(4)，499-532。  延伸查詢new window
21.Chen, Y. H.、Barnes S.(2007)。Initial Trust & Online Buyer Behavior。Industrial Management & Data Systems，107(1)，21-36。  new window
22.Finch, B. J.(1999)。Internet Discussions as a Source for Consumer Product Customer Involvement & Quality Information: An Exploratory Study。Journal of Operations Management，17，535-556。  new window
23.Giles, D. C.(2002)。Parasocial Interaction: A Review of the Literature & a Model for Future Research。Media Psychology，4(3)，279-305。  new window
24.Horai, J. M.、Naccari, N.、Fatoullah, E.(1974)。The Effects of Expertise & Physical Attractiveness Upon Opinion Agreement & liking。Sociometry，37，601-606。  new window
會議論文
1.Eppler, M.、Muenzenmayer, P.(2002)。Measuring Information Quality in the Web Context: A Survey of State-of-the-art Instruments and an Application Methodology187-196。  new window
2.郭家伶(2010)。從Plurk探討微網誌使用者的自我形象建構。  延伸查詢new window
3.廖凱弘(2009)。微網誌使用者「連結」心裡之詮釋。  延伸查詢new window
4.翟本瑞(1999)。虛擬社區的社會學基礎144-155。  延伸查詢new window
學位論文
1.方盈潔(2008)。微網誌使用行為研究：以Plurk使用者為例。國立政治大學。  延伸查詢new window
2.陳建州(2009)。線上社會網絡連結強度之衡量。國立臺灣大學。  延伸查詢new window
圖書
1.Guieford, J. P.(1965)。Fundamental statistics in phychology and education。N.Y：McGramn-Hill。  new window
2.徐達光(2003)。消費心理學--消費者行為的科學研究。臺北市：東華。  延伸查詢new window
3.黃俊英(1994)。企業研究方法。臺北：東華書局。  延伸查詢new window
4.Solomon, M. R.(2007)。Consumer Behavior: Buying, Having, and Being。Upper Saddler River, NJ：Prentice Hall。  new window
5.吳明隆、涂金堂(2005)。SPSS與統計應用分析實務。五南圖書出版股份有限公司。  延伸查詢new window
6.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
7.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
其他
1.Zhao, D.，Rosson, M. B.(2009)。How & Why People Twitter: the Role that Micro-blogging Plays in Informal Communication at Work，anibel Island, Florida, USA。  new window
2.TWNIC(2010)。  new window
 
 
 
 
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