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引文資料
題名:
電子口碑訊息來源可信度對旅遊產品購買意圖之影響
書刊名:
行銷科學學報
作者:
浦心蕙
/
蕭涵中
作者(外文):
Pu, Hsin-hui
/
Hsiao, Han-chung
出版日期:
2012
卷期:
8:2
頁次:
頁97-115
主題關鍵詞:
電子口碑
;
來源可信度
;
購買意圖
;
eWOM
;
Source credibility
;
Purchase intention
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
2
) 博士論文(
1
) 專書(0) 專書論文(0)
排除自我引用:
2
共同引用:
26
點閱:21
隨著網際網路發達,人與人除了當面互動溝通之口碑傳播外,可透過以網路為傳播媒介之電子口碑,藉由多元之形式接收或散佈消費訊息與體驗。電子口碑之流通度和影響力雖廣,但因網路之匿名特性,故發佈者之專業程度、各產品之正負面評價是否誠信上傳、或是背後是否涉及商業運作等皆令人存疑,因此近年來不乏探討網路訊息來源可信度之研究。過往文獻顯示電子口碑訊息來源可信度對實體產品之購買意圖具影響力,然而應用於觀光旅遊之服務性產品選擇時,相關實證則較為不足,加上旅遊產品之組合變化性高,故益發值得探討電子口碑訊息來源可信度如何影響觀光客之購買意圖。本研究設計結構化問卷,選定國際性的旅遊評論網TripAdvisor繁體中文版網站為研究範圍,採用便利取樣法,線上調查瀏覽該平臺發佈之經驗分享意見以進行旅遊規劃與消費決策者。初步結果顯示,電子口碑之訊息來源可信度對旅遊產品購買意圖之影響力顯著;而可信度之全面性與及時性越高,越能有效預測消費者的選購意願。
以文找文
Word-of-mouth (WOM) is traditionally the way of face-to-face communication. As the Internet developed, electronic word-of-mouth (eWOM) through Internet media is growing popularity. The consumers can search for information and spread their experiences as eWOM messages via diverse forms. Its circulation and influence are wide. However, due to the anonymity of the Internet, it is doubtful whether the messages are released by professionals, if the positive and negative consumer experiences are trustworthy, or whether commercial operations are involved. Hence, research of the source credibility of eWOM gains its focus correspondingly. Previous literature shows that tangible commodities were used more frequently as examples for studying perceived credibility of eWOM. The influences of source credibility on purchase intention were also found. However, tourism destinations or related service products are less selected in exploring this topic. Besides, the variability of tourism product mix is comparatively higher than physical products. Accordingly, the reference value of eWOM messages is perhaps more important in consumers' purchase decision. Nonetheless, it may be even more difficult to validate its credibility. Therefore, it is increasingly worthy of further examination. This study attempts to analyze the influence of eWOM source credibility on purchase intention of travel products. Structured questionnaire was the research instrument. The research population was the people who have browsed the Chinese version of the international travel review website, TripAdvisor, for their trip planning and decision making. Convenience sample was accessed by the online questionnaire distributed via free survey site. Preliminary results indicated that people's purchase intention of tourism products was affected significantly by source credibility of eWOM. The comprehensiveness and timeliness of eWOM information were effective aspects in predicting the consumers' intention to visit destinations or booking hotels and restaurants which were discussed in the review website.
以文找文
期刊論文
1.
林彣珊、唐嘉鴻(20100600)。網路口碑說服效果之研究。行銷評論,7(2),187-208。
延伸查詢
2.
Jeong, E. H.、Jang, SooCheong(2011)。Restaurant Experiences Triggering Positive Electronic Word-of-Mouth (eWOM) Motivations。International Journal of Hospitality Management,30(2),356-366。
3.
Kiecker, P.、Cowles, D. L.(2001)。Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth。Journal of Euromarketing,11(2),71-88。
4.
李來錫、謝明晃(20060600)。社群信任、產品涉入與認知風險對於虛擬社群購買動機之影響研究。行銷評論,3(2),149-168。
延伸查詢
5.
林彣珊、許應哲、黃馨儀(20090600)。消費者採用網路平臺傳播購後訊息意圖之研究。商管科技季刊,10(2),197-223。
延伸查詢
6.
Hwang, J.、Yoon, Y.-S.、Park, N.-H.(2011)。Structural Effects of Cognitive and Affective Responses to Web Advertisements, Website and Brand Attitudes, and Purchase Intentions: The Case of Casual-dining Restaurants。International Journal of Hospitality Management,30(4),897-907。
7.
Zhang, Ziqiong Q.、Ye, Qiang、Law, Rob、Li, Yijun(2010)。The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews。International Journal of Hospitality Management,29(4),694-700。
8.
Gremler, D. D.、Gwinner, K. P.、Brown, S. W.(2001)。Generating positive word-of-mouth communication through customer-employee relationships。International Journal Service Industry Management,12(1),44-59。
9.
Ganesan, Shankar、Hess, Ron(1997)。Dimensions and Levels of Trust: Implications for Commitment to a Relationship。Marketing Letters,8(4),439-448。
10.
Litvin, S. W.、Goldsmith, R. E.、Pan, B.(2008)。Electronic Word-of-mouth in Hospitality and Tourism Management。Tourism Management,29(3),458-468。
11.
Bowman, D.、Narayandas, D.(2001)。Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior。Journal of Marketing Research,38(3),281-297。
12.
Sparks, Beverly(2007)。Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions。Tourism Management,28(5),1180-1192。
13.
West, M. D.(1994)。Validating a scale for the measurement of credibility: A covariance structure modeling approach。Journalism Quarterly,71(1),159-168。
14.
方世榮、張苑惠(20061200)。網路口碑形成之影響因素: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),499-531。
延伸查詢
15.
Akehurst, G.(2009)。User generated content: the use of blogs for tourism organizations and tourism consumers。Service Business,3(1),51-61。
16.
Flanagin, A. J.、Metzger, M. J.(2003)。The perceived credibility of personal Web page info as influenced by the sex of the source。Computers in Human Behavior,19(6),683-701。
17.
Dickinger, A.(2011)。The trustworthiness of online channels for experience-and goal-directed search tasks。Journal of Travel Research,50(4),378-391。
18.
Chung, J. Y.、Buhalis, D.(2008)。Web 2.0: A study of online travel community。Information and Communication Technologies in Tourism,12(3),70-81。
19.
Cheung, C. M. K.、Lee, M. K. O.、Thadani, D. R.(2008)。The impact of positive electronic word-of-mouth: The adoption of online opinions in online customer communities。Internet Research,18(3),229-247。
20.
Jeacle, I.、Carter, C.(2011)。In TripAdvisor we trust-Rankings, calculative regimes and abstract systems。Accounting Organizations and Society,36(4/5),293-309。
21.
Liu, Z.(2004)。Perceptions of credibility of scholarly information on the web。Information Processing and Management,40(6),1027-1038。
22.
Loda, M. D.、Teichmann, K.、Zins, A. H.(2009)。Destination websites' persuasiveness。International Journal of Culture, Tourism and Hospitality Research,3(1),70-80。
23.
McCroskey, J. C.、Teven, J. J.(1999)。Goodwill: A reexamination of the construct and its measurement。Communication Monographs,66(1),90-103。
24.
Mookerjee, A.(2001)。A study of the influence of source characteristics and product importance on consumer word of mouth based on personal sources。Global Business Review,2(2),177-193。
25.
Ricci, F.、Wietsma, R. T. A.(2006)。Product reviews in travel decision making。Information and Communication Technologies in Tourism,4(8),296-307。
26.
Thomas, G. M.(2004)。Building the buzz in the hive mind。Journal of Consumer Behaviour,4(1),64-72。
27.
Ying, H. L.、Chung, C. M. Y.(2007)。The effects of singlemessage single-source mixed word-of-mouth on product attitude and purchase intention。Asia Pacific Journal of Marketing and Logistics,19(1),75-86。
28.
Tseng, S.、Fogg, B. J.(1999)。Credibility and computing technology。Communications of the ACM,42(5),39-44。
29.
李啟誠、李羽喬(20100200)。網路口碑對消費者購買決策之影響--以產品涉入及品牌形象為干擾變項。中華管理評論,13(1),(6)0-(6)22。
延伸查詢
30.
Mack, R. W.、Blose, J. E.、Pan, B.(2008)。Believe it or not: Credibility of blogs in tourism。Journal of Vacation Marketing,14(2),133-144。
31.
Ling, Kwek Choon、Chai, Lau Teck、Piew, Tan Hoi(2010)。The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention。International Business Research,3(3),63-76。
32.
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。
33.
Huang, Ching Y.、Chou, Chia J.、Lin, Pei C.(2010)。Involvement theory in constructing bloggers' intention to purchase travel products。Tourism Management,31(4),513-526。
34.
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會議論文
1.
Rabjohn, N.、Cheung, C. M. K.、Lee, M. K. O.(2008)。Examining the perceived credibility of online opinions: Information adoption in the online environment。The 41st Hawaii International Conference on Systems Sciences (HICSS)。Waikoloa, Big Island, Hawaii:IEEE。286-1-286-10。
圖書
1.
Balter, D.、Butman, J.(2005)。Grapevine: The new art of word- of-mouth marketing。Portfolio, Penguin Group。
2.
Blackwell, R. D.、Miniard, P. W.、Engel, J. F.、Pai, D.、Norjaya, M. Y.、Wan Jooria, H.(2012)。Consumer behavior。Cengage Learning Asia。
3.
Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。
圖書論文
1.
Goldsmith, R. E.(2006)。Electronic Word-of-mouth。Encyclopedia of E-commerce, E-government and Mobile Commerce。Hershey, PA:Idea Group Publishing。
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