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拍賣網站上賣方評價內容對於買方知覺風險及購買意願之影響—以Yahoo!奇摩拍賣為例彭思柔 Unknown Date (has links)
在現今這個「宅經濟」漸漸蓬勃的的年代,上網購物變成一種新興的購物
型態與休閒娛樂的管道,越來越多人選擇上網採購以免除出外購物所耗損
的時間跟精力。因此,網路拍賣開始受到許多人的歡迎,舉凡吃、穿、用
的,都可以在拍賣的世界中找到各式商品。但是,網路購物雖然方便,卻
也因為消費者無法直接接觸賣方與商品而使得糾紛事件層出不窮。因此,
多數消費者對於網路購物一直存有或多或少的知覺風險。在缺乏面對面接
觸下,網路口碑變成消費者是否購買此一商品的重要考量。而拍賣網站中
所提供的評價機制,就是一種消費者藉由口碑來了解賣方的管道。因此,
本研究試圖探討賣方的評價內容留言,對消費者購買意願與知覺風險的影
響。透過實驗法,架設兩種情境。情境A讓受試者接收正面評價內容,而情
境B則讓受試者觀看負面評價內容。本研究對象皆為有網路購物經驗的大學
生與研究生,共收集了126份有效樣本,根據研究結果分析,所得結論有三:
一、賣方良好評價留言會減少買方的知覺風險,而極差評價留言會增加買
方知覺風險的程度。
二、知覺風險越高,購買意願則越低。
三、賣方的評價留言對買方的購買意願有顯著影響。 / Many consumers often hesitate to buy product on-line because of the perceived
risk of losing money and the feeling of uncertainty about the credibility of the
sellers. Therefore, many auction sites have built feedback systems in order to
provide consumers a tool of reference when engaging in online shopping
activities. This study conducts an experiment in order to investigate how
feedback comments may influence consumers’ level of perceived risk and their
purchase intention. The research mainly focuses on two different patterns of
feedback comments (Outstanding comments and abysmal comments) in an
online auction market, to see if these comments affect consumers’ level of
perceived risk and their purchase intention. The research subjects are college
and graduate school students who have previous online shopping experiences. In
total, this study collects 126 validated samples. According to the research results,
there are three main conclusions:
1. Seller’s outstanding feedback comments will decrease buyer’s perceived risk
in online shopping; on the contrary, seller’s abysmal feedback comments will
increase buyer’s perceived risk.
2. If the buyer has lower perceived risk, the purchase intention will be higher.
3. Seller’ feedback comments will influence buyer’s purchase intention.
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網路口碑資訊從眾對衝動購買之影響 / The Effect of Electronic Word-of-Mouth Informational Conformity on Impulse Purchasing何宜蓁, Ho, Yi Chen Unknown Date (has links)
根據美國National Endowment for Financial Education 2010年的調查,過去一年內80%的受訪者從事過衝動購買,可以認為衝動購買的發生十分普遍。衝動購買行為在過去數年已經受到多方領域的探討與研究,產出了豐富且重要的研究成果;隨著網際網路的出現,許多學者開始注意到網路對於線上或離線衝動購買的影響,但網路口碑對於衝動購買行為的影響尚有許多探討之空間,因此本研究的目的為探討網路口碑的資訊從眾對於消費者衝動購買之影響,以及商品需要和購買制約因素構成的干擾效果。本研究透過網路問卷進行研究資料的蒐集,調查對象為過去半年內曾經閱讀過某一商品網路口碑的網路使用者,共得有效樣本528份。研究結論為:
1. 消費者的網路口碑資訊從眾程度對於其閱讀商品網路口碑之後所產生的商品慾望具有正向影響,當網路口碑資訊從眾程度越高時,消費者閱讀口碑後的商品慾望程度也越高。此外,消費者受口碑影響後所產生的商品需要認知並不會干擾資訊從眾程度對於商品慾望的影響。
2. 消費者對於商品的慾望越高、衝動購買的意圖也越高。衝動購買意圖越高時,消費者衝動購買行為從事衝動購買的可能性也越高,並且只要稍加提高消費者的衝動購買意圖,衝動購買的可能性將大幅上升。
3. 衝動購買制約因素對於消費者的衝動購買意圖發展為衝動購買存在阻止效果,當消費者感受到制約因素時,衝動購買的發生可能性將降低。而主要會阻止消費者衝動購買的因素為「可運用購買預算的限制」。
本研究能提供給學術界與實務界進行衝動購買的研究參考與購物網站經營管理的規劃運用。
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產品、網路評論與消費者特質類別對網路口碑效果之影響 / The effect of product, internet comment, and consumer types on eWOM.施得琪 Unknown Date (has links)
針對近年來消費者從被動地由廠商給予到主動搜尋產品資訊的趨勢,本研究欲探討網路口碑效果影響消費者在面對不同種類產品時所產生的認知差異與偏好的改變。
過去探討網路口碑對消費者的影響往往著重於網路口碑本身的性質,諸如口碑的傳播路徑、口碑所在網站的社群關係或是參考團體的影響力等。然而在網路口碑的傳遞過程當中,除了作為訊號的網路評論之外,還有發訊者:產品及重要的口碑接受者:消費者這兩方。為補足過去研究網路口碑效果的缺陷,本研究希望結合三方的觀點一併探究網路評論的類型、產品類型與消費者類型之間的影響關係,及是否會有任何交互作用的產生。
研究方法以問卷方式進行,樣本選擇經常上網人口的大宗:大學生為主要受測對象,並以ANOVA及t檢定探討網路口碑對於消費者是否有顯著的影響。大部分的研究假設皆受到支持,總合研究結果如下:
1. 評論的正負、產品與消費者類別對於消費者產品態度、評論有用度及影響度皆有獨立的顯著影響
2. 評論的正負、產品與消費者類別等兩兩變數之間甚至是三個變數之間有交互作用產生,而使口碑傳播的結果或有不同。廠商在執行網路行銷活動或面對不同目標市場的消費者時應採取適當的因應辦法,以達到市場有效率的目的。 / The trend of receiving product information given passively by firms has been changed to actively searching the information by consumers. The purpose of this study wants to find out the effects of electronic word-of-mouth (eWOM) to differences in consumer’s cognition and preference changes.
In the past, the research of eWOM always focused on the characteristics of eWOM, like spreading path, the community relationship or the influence of reference groups etc.. However, eWOM not only includes e-comments, but the sender of the comments. To make up the gap of the past researches, this study wants to combine different product categories, types of comments and types of consumers and explore their influences to each other and potential interactions.
This study distributes questionnaires to frequent internet users: college students and uses ANOVA and t test to examine the regression model. The major findings are as the followings:
1. Different product categories, comment types and consumer types each have independent influences on consumer’s attitude and cognition.
2. The interactions effects of different product categories, comment types and consumer types influence the eWOM effect and consumer’s attitude. Firms should select appropriate internet marketing methods corresponding to their target consumers in order to achieve market efficiency.
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消費者商品知識與商品屬性對網路口碑效應之影響 / The effects of product knowledge and product attribute on e-WOM effects陳慶緯, Chen, Ching Wei Unknown Date (has links)
No description available.
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網路口碑傳播者性別、推薦產品性別及接收者性別三者性別一致對口碑說服效果之影響 / The congruency effects of gender among e-WOM endorser, product and receiver on consumer’s attitude吳宣豫, Wu, Shiuan Yu Unknown Date (has links)
近年台灣行銷市場中,網路口碑之於消費者的重要性不言而喻,其應用成為行銷顯學之一。不過觀察目前網路口碑相關研究,多數仍聚焦在傳播者評論口碑對象(產品、服務、品牌等)的傳播過程、網路口碑影響消費者購買意圖或品牌忠誠的程度,或是正負面口碑差異等面向,較少從口碑傳播者、產品及接收者本身屬性(類型、來源國等)一致的角度,探討是否會影響說服效果,而「性別」正是一項鮮少被觸及的重要屬性。事實上,性別一致產生的效果,在早期的廣告行銷研究中,即不斷被證實存在,能有效帶來消費者態度行為的正向影響(Caballero & Solomon, 1984)。然而網路作為傳播媒介的研究中卻缺乏相關的討論,因此能否複製「性別具有一致性時,就會具有正相關效果」的結論猶未可知。
而「性別一致性效果」產生的機制亦分屬「一致性效果」、「自我一致性」的兩種不同心理狀態類別,本研究除了歸納原先定義不清的一致性效果涵義,更希望進一步探討何種機制對於消費者的影響較為重要。另一方面,「一致」情況亦存在「主觀」感知與「客觀」存在的差異,亦有區分之必要性。同時,亦不可忽略口碑中推薦產品本身具備的屬性特質,可能是會導致消費者在意性別線索的關鍵,在相關理論基礎下,推論消費者會依賴推薦者的形象來協助判斷(Zeithaml, 1988)。換句話說,欲瞭解產品屬性,也就是體驗性/搜尋性的產品將直接導致消費者對於性別一致的感知產生不同的交互作用,進而影響到整體口碑說服效果。
故本研究計有三個主要的操弄變項,分別是傳播者性別(男/女)、產品性別(男/女)與產品屬性(搜尋屬性/體驗屬性),在研究設計上乃是採用2 × 2 × 2的三因子實驗設計(factorial experiment design),應變項則為受試者的口碑訊息診斷性、產品態度及購買意圖。
研究結果發現,客觀性別一致並不會影響消費者口碑說服效果,而不同產品屬性的交互作用下,客觀性別一致的重要性會在消費者選購體驗性產品時浮現,進一步正向影響消費者對於產品的態度,而且在性別一致性的兩種機制中,「自我一致性」(如傳播者/代言人與自身一致、產品與自身一致)比起「一致性效果」(外界的傳播者/產品一致)的機制,更能顯著影響消費者的商品態度。不過,一旦消費者主觀感知到性別一致的情形存在,無論是何種機制、何種產品屬性,皆能有效影響消費者的口碑說服效果。
上述的研究結果可以提供給未來欲透過口碑工具,邀請特定口碑寫手或消費者於試用產品後討論引起注意的廠商,在策略擬定之參考。建議行銷人員規劃行銷手法時多考慮「性別一致」引發之影響,讓消費者提升對於產品的態度與行為。
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口碑傳播內容對組織人才吸引力之影響-以會計師事務所為例 / Exploring the effects of the content in word-of-mouth to the organizational attractiveness: the case of accounting firm鍾閔鈁, Chung, Min Fang Unknown Date (has links)
於知識經濟時代中,人才已為組織中最重要的資產之一,然對於許多知識工作者來說,由於其提供的專業知識的替代性較低,也因此在就業市場不再是買方獨大的局面,人才在「求職」的同時,雇主也在「求才」。因此如何使潛在的人才對一組織有更高的組織人才吸引力 (organizational attractiveness),進而願意投身進該組織服務,便為組織在這個時代的人力資源管理領域一個重要的議題。
會計師事務所所處的產業便為典型的提供客戶專業知識的產業型態,加上產業的人才流動率較高,因此各事務所對於專業人才的需求始終居高不下,許多徵才活動也紛紛推出。然而對於會計系應屆畢業生來說,他們對於事務所真正在意的屬性是甚麼?事務所又是如何才能真正吸引到這些專業人才?本研究欲從此核心問題,參考學者之雇主知識 (employer knowledge)模型進行探討,另外於實務中,多數的應屆畢業生也常透過詢問學長姐或朋友以獲得更多與事務所相關資訊的情形,而在這樣口碑傳播 (word-of-mouth)的脈絡下,傳播者對事務所的了解程度高的是否會產生組織人才吸引力的影響呢?
本研究結果發現,雇主知識中給足加班津貼的薪資制度之工作資訊及較高的雇主聲望將會正向影響潛在求職者之組織之人才吸引力。建議實務組織可循此方向強化其組織人才吸引力,本研究亦提出後續研究建議,仍賴未來研究者之探索。 / The talents are the most essential assets for the organizations in the era of knowledge economy. For lots knowledge workers, the knowledge they have is less substitutable, so the organizations are not stronger in the labor market anymore. In the mean time the talents seek for the jobs, the employers also seek for the talents. How to increase the organizational attractiveness to the potential job seekers is an important issue in the human resource management.
In the industry of the accounting firms especially emphasize on the profession and knowledge. They keep looking for talented employees so eagerly because of the high turnover ratio. For the students of the major in accounting, what do they really care about? How can the accounting firm attract the potential job seekers?
In this thesis, we will use the employer knowledge model to discover the effects to the organizational attractiveness. Students also seek for more information about the organizations by asking the seniors or friends. In the context of word-of-mouth, we wonder the expertise of the information senders will affect the organizational attractiveness.
In the result of the research, the non-deducted overtime compensation plan and higher employer reputation will increase the potential job seekers’ organizational attractiveness. The accounting firms can improve the attractiveness from these aspects.
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影響民眾使用行動銀行之關鍵因素探討 / A Study of Key Factors Affecting Consumers’ Intention to Use Mobile Banking譚嘉玲 Unknown Date (has links)
本論文之研究目的為找出影響民眾使用行動銀行使用意願的關鍵因素。本研究之研究模型以創新擴散理論為基礎架構,同時納入加值服務、移轉障礙、品牌熟悉度、信任以及服務品質,用以探討民眾使用行動銀行的態度以及意願。本研究並將所提出之研究模型進行實證分析,研究對象為台灣地區的民眾,包括實際以及具高度潛力的行動銀行未來使用者,共回收730份有效問卷,其中446份有行動銀行使用經驗,另外284份則無。本研究模型變數包含相對優越性、複雜性、相容性、加值服務、人際關係、轉換成本、替代方案吸引力、品牌熟悉度、信任、服務品質、態度、使用意願以及正向口碑。本研究使用LISREL 8.7進行結構方程模式分析,將回收之樣本依照行動銀行使用經驗的有無個別分析其結果,分析結果顯示,針對有行動銀行使用經驗的民眾,相對優越性、加值服務、信任、服務品質與民眾對於行動銀行的態度呈現顯著正相關;而轉換成本則對民眾對於行動銀行的態度呈現顯著負相關;此外,民眾對於行動銀行之態度也與其使用意願有顯著正相關,民眾的使用意願更與其正向口碑有顯著正相關。針對沒有行動銀行使用經驗的民眾,相容性、加值服務與民眾對於行動銀行的態度呈現顯著正相關;而人際關係與替代方案吸引力則對民眾對於行動銀行的態度呈現顯著負相關;此外,民眾對於行動銀行之態度也與其使用意願有顯著正相關。 不同於以往的研究,本研究針對台灣地區之行動銀行應用程式進行討論,並且納入了許多從未被應用在行動銀行的因素,包含加值服務、移轉障礙、正向口碑等變數,是一篇十分創新的研究。本研究之研究結果可作為日後學術研究之參考,亦可作為銀行推廣行動銀行時的實務參考。
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影響使用者行動 App 內購買意願之因素 / Factors Affecting User's Intention to Purchase Within Mobile Applications洪梓凱, Hung, Tzu Kai Unknown Date (has links)
App 內購買(In-App Purchase, IAP)已成為現今App 營收的主要模式,而過
去針對此一現象的研究大多集中於遊戲類的App,較少針對其他類型App(工
具、資訊、社交)進行探討。
本研究先利用文獻歸納的方式,整理出可能影響使用者App 內購買的因
素,再透過深度訪談法,針對曾經進行過App 內購買的使用者進行訪問,歸納
出App 使用動機、販售商品與App 的互補性與口碑情緒三個因素會影響使用者
對商品的知覺價值與購買意圖,並依此建構本研究的研究模型,並進行實驗設
計。在實驗中,本研究挑出四種不同類型的App,並以高低互補性、正面口碑
的有無為操弄變項,搭配App 使用動機來搜集資料並進行分析。
研究結果發現:(1) 部分App 使用動機會對知覺價值與購買意圖有顯著影響。
(2) App 與商品的互補性對於知覺價值與購買意圖皆有顯著影響。(3) 口碑對於
商品的知覺價值有顯著影響,但是對於購買意圖沒有顯著影響。顯示IAP 商品
是否能與App 有效整合,為App 帶來更多的價值,才是影響使用者購買意圖的
最大因素。 / In-App purchase(IAP) has become the main revenue model in App market.
Previous studies on this issue are mostly focused on game Apps, and rarely explored
other types of Apps such as productivity tools, information or social networking tools.
In this study, we use literature analysis and in-depth interviews to find factors that
may affect users’ in-app purchase intention. User motivation, product complementarity,
and word-of-mouth are found to affect users’ perceived value and in-app purchase
intention. We developed a theoretical model and designed an experiment to test the
model. In the experiment, we chose four different types of Apps, designed with different
levels of complementarity and different sentiment of word-of-mouth (user comments)
as the treatment.
The results indicated that: (1) Certain motivations significantly affected the
perceived value and purchase intention of IAP products. (2) Complementarity between
IAP products and the App significantly affected the perceived value and purchase
intentions of IAP product. (3) word-of-mouth significantly affected perceived value but
not affecting the purchase intention of IAP products.
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小米手機之口碑傳遞模式探討 / A Study on Delivery Model of Xiaomi Mobile Phone by Word of Mouth謝佳穎 Unknown Date (has links)
近年來,智慧型手機成長快速,根據全球市場研究機構TRENDFORCE調查顯示,2013年第四季全球智慧型手機出貨季成長6.5%,達2億六千五百萬支,與去年同期相比成長32.2%。其中小米科技在競爭激烈的市場達成了全球市佔率3%的成績,同時被預估2014年手機出貨上看4,000萬支,取得空前成功。基於此,本研究試圖從使用者參與、口碑行銷與傳遞,以及被廣泛稱為「飢餓行銷」的限量銷售的手法等三個層面對小米所採取的創新作法進行探討,試圖瞭解小米如何在創立至今四年多的時間達成其餘競爭廠商望其相背的成就。
研究結果發現,小米科技發展初期,尚未發行手機硬體前,口碑的形成源自消費者於論壇討論區大量參與MIUI開發與改進所引起關於服務品質、滿意度以及忠誠度的提升。在手機產品上市後,小米科技除了以較競爭廠商更具性能價格比優勢的手機產品吸引消費者外,亦持續透過論壇與服務經營消費者關係,增進了消費者對於品牌口碑傳遞的意願。本研究透過問卷與訪談發現,在小米口碑傳遞內容部分多為其產品之高性能價格比。對於性能價格比優勢,小米科技則是透過限量的搶購模式有效延長產品話題熱度與生命週期,利用常態性關鍵零組件價格走勢降低製造成本,並以手機產品普及後所帶來之服務收入作為其主要營運獲利模式。
本研究亦建議後續研究可針對限量銷售模式、使用者參與程度與口碑內容的影響等方向進一步進行探討,進而對行銷實務上有所貢獻。 / In recent years, a rapid growth in smart-phone usage is observed. According to a study by market research agency, Trendforce, global smart-phone shipment grew at a pace of 6.5% in fourth quarter of 2013 and reached 260 million units. Chinese brand, Xiaomi, alone captured 3% of the global market share during the most competitive period of smart-phone business. It is expected that its 2014 shipment volume will reach 40 million units. Due to this remarkable achievement, this study will analyze the brand from the perspective of end user behavior, word of mouth marketing and the so called "hunger marketing" where limited editions are used, to explore the success of Xiaomi's strategy and its position in the global market within a four year span.
The research result indicates that in the early stage of Xiaomi's establishment, prior to their involvement in hardware, the awareness were already establishing from forum discussion of service quality, consumer satisfaction and loyalty, and the development of MIUI. When the hardware eventually launched, Xiaomi's selling point came not only from its low cost strategy, but they continued to participate in forum studies in consumer service level and naturally created brand viral. Consumer market research shows that leading awareness focuses on Xiaomi's high performance/cost ratio. To build on this advantage, Xiaomi uses a limited volume strategy to create brand viral and prolongs product life cycle. It takes advantage of the declining price trend of key components to lower manufacturing costs and income from the software services to enhance operating profit.
Further study is recommended on the benefits and results of limited volume strategy, user participation and word of mouth marketing.
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網路口碑行銷如何影響消費者行為-以旅遊/美食部落格作為行銷工具 / How online word-of-mouth influences consumer's decision? A study on travel/gourmet blogs as a marketing tool施舜馨 Unknown Date (has links)
Online reviews provided from consumers who had previous experiences have become major information resource for consumers and marketers. The blogs then becomes the Web-based consumer opinion platform; the Internet enables consumers to share their experience with other consumers as the online word-of-mouth (WOM) communication. Online reviews on traveling and food tasting and by consumers who previously experienced have become a major information source for consumers and marketers regarding to the tourist spots and restaurants. The study extends previous existing research on the effects of WOM and consumer decision making by conducting the in-depth interview with bloggers and an online survey on blog viewing and information searching behaviors.
With the development of Web 2.0, word-of-mouth marketing is able to influence the consumers interactively. The user-generated contents created spread among the consumers soon and marketers become able to access millions of potential consumers over the world by understanding the new ways of communication.
Word-of-mouth (WOM) marketing is the most honest form of marketing because consumers are sharing their own opinions, independent of messaging and manipulation (Throne, 2008). In the study, the researcher will discuss how the blog readers rely on the source of word-of-mouth conversations and the further suggestions on consumer behaviors and marketing insights, analyzed from the perspectives of user satisfaction, information credibility and consumer loyalty.
Keywords: blog marketing, consumer decision making, online word-of-mouth (WOM).
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