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題名：品牌聯想與購後認知失調對網路口碑之影響--產品涉入之干擾角色
書刊名：管理實務與理論研究
作者：陳欽雨 引用關係／張書豪／簡蜜妮
作者(外文)：Chen, Chin-yeu／Chang, Shu-hao／Jian, Mi-ni
出版日期：2015
卷期：9:1
頁次：頁21-41
主題關鍵詞：品牌聯想；產品涉入；購後認知失調；網路口碑；Brand association；Product involvement；Postpurchase cognition dissonance；Electronic word-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(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:11
  • 點閱點閱:371
以往有關網路購物之消費者行為研究，大多集中於購買前的變數操作，較少研究著重購後行為的探討與分析，尤其是有關購後認知失調的分析更少。本研究以台灣的網購族為研究對象，使用網路問卷調查法的方式收集了425份有效的網路消費者資料。利用迴歸分析檢定研究假說，驗證品牌聯想對購後認知失調及網路口碑的影響，並探討購後認知失調在品牌聯想對網路口碑影響之中介效果，以及消費者產品涉入之干擾效果。研究發現品牌聯想對購後認知失調具有顯著的負向影響，但對網路口碑具有顯著的正向影響；同時購後認知失調則對網路口碑具有顯著的負向影響，並在品牌聯想對網路口碑的影響中具有顯著的部分中介效果；且消費者產品涉入在購後認知失調對網路口碑的影響具有顯著的干擾效果。最後，根據驗證結果解釋管理意涵，並提出實務建議與未來的研究方向。
In past, most related studies of the online shopping behaviors have focused on prepurchase operations and variables, and only a few of studies discuss the post-purchase behaviors. The current study selects on-web consumers as the research objects, and adopts an on-web survey to collect 425 valid samples. The purposes of the research are to explore the relationships among brand association, post-purchase cognition dissonance, consumer's product involvement and electronic word-of-mouth. The method of regression analysis is used to test the hypotheses. The results indicate that brand association has a significant negative effect on postpurchase cognition dissonance, but it has a significant positive impact on electronic word-of-mouth. Besides, post-purchase cognition dissonance has a significant negative influence on electronic word-of-mouth and it can partially mediate the effect of brand association on electronic word-of-mouth. Moreover, product involvement has a significant moderating effect between postpurchase cognition dissonance and electronic word-of-mouth. Finally, the managerial implications are discussed, and practical suggestions and future research directions are proposed.
期刊論文
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14.Anand, Krishnan S.、Aron, Ravi(2003)。Group buying on the Web: A comparison of price-discovery mechanisms。Management Science，49(11)，1546-1562。  new window
15.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
16.Sweeney, J. C.、Hausknecht, D.、Soutar, G. N.(2000)。Cognitive Dissonance after Purchase: A Multidimensional Scale。Psychology & Marketing，17(5)，369-385。  new window
17.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
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20.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。  new window
21.Kim, Hee-Woong、Xu, Yunjie、Gupta, Sumeet(2012)。Which is more important in Internet shopping, perceived price or trust?。Electronic Commerce Research and Applications，11(3)，241-252。  new window
22.Bickart, Barbara、Schindler, Robert M.(2001)。Internet Forums as Influential Sources of Consumer Information。Journal of Interactive Marketing，15(3)，31-40。  new window
23.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
24.Gilly, Mary C.、Graham, John L.、Wolfinbarger, Mary Finley、Yale, Laura J.(1998)。A dyadic study of interpersonal information search。Journal of the Academy of Marketing Science，26(2)，83-100。  new window
25.Anderson, Eugene W.(1998)。Customer satisfaction and Word-of-Mouth。Journal of Service Research，1(1)，5-17。  new window
26.Cheung, Man Yee、Luo, Chuan、Sia, Choon Ling、Chen, Huaping(2009)。Credibility of electronic word-of-mouth informational and normative determinants of online consumer recommendations。International Journal of Electronic Commerce，13(4)，9-38。  new window
27.Jeong, E. H.、Jang, S. S. C.(2011)。Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations。International Journal of Hospitality Management，30(2)，356-366。  new window
28.Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research，4(3)，291-295。  new window
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圖書
1.Hawkins, D. I.、Best, R. J.、Coney, K. A.、Koch, E. C.(2004)。Consumer Behaviour: Building Marketing Strategy。New York, NY：McGraw-Hill。  new window
2.Schiffman, L. G.、Kanuk, L. L.(1997)。Consumer behavior。Upper Saddle River, NJ：Prentice Hall。  new window
3.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
4.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
5.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
其他
1.資策會(2013)。2010台灣線上購物市場規模3,583億元，http://www.iii.org.tw/service/314c.aspx?id=127。  延伸查詢new window
 
 
 
 
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