社群網站之口碑對購買意願的影響－以產品涉入程度和衝動性購買特質為干擾變數

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/20120

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20120

Title:	社群網站之口碑對購買意願的影響－以產品涉入程度和衝動性購買特質為干擾變數
Authors:	鐘心蔚
Contributors:	國際企業管理研究所
Keywords:	訊息數量訊息訴求方式產品涉入程度衝動性購買特質
Date:	2010
Issue Date:	2011-11-02 13:25:38 (UTC+8)
Abstract:	本研究探討社群網站之口碑訊息數量及訊息訴求方式對購買意願的影響。其中，訊息數量分為訊息數量多與訊息數量少、訊息訴求方式分為感性訴求和理性訴求。並以產品涉入程度和衝動性購買特質做為干擾變數。使用2×2實驗設計的方式，來操弄訊息數量和訊息訴求方式，產品涉入程度和衝動性購買特質做為事後控制。統計方法上，使用獨立樣本T檢定和二因子變異數分析來驗證假設。本研究結果指出，網路口碑之訊息數量愈多，購買意願愈高；訊息訴求方式為理性之購買意願較感性訴求為高。產品涉入程度高低會干擾訊息數量對購買意願的影響；產品涉入程度低者，愈容易受訊息數量多寡而影響其購買意願。且衝動性購買特質愈低者，也愈容易受訊息數量多寡而影響其購買意願。 The study examines the effects of electronic word-of-mouth (message quantity and message appeals) on purchase in social network sites. Message quantity (many and few) and message appeals (rational and emotional) are manipulated in a 2×2 factorial experiment. Product involvement and trait of buying impulse as moderator. In the sta-tistical method, this study utilizes independent sample t test and two-way ANOVA to test the hypotheses. The finding of the study are as following: the more of message quantity, the greater influential it is on consumer’s purchase intention and consumer prefer the messages of rational. Product involvement has a negative correlation with message quantity, the lower involvement is, the higher influence of the message quan-tity on the purchase intention is. And trait of buying impulse also has a negative corre-lation with message quantity, the lower trait of buying impulse is, the higher influence of the message quantity on the purchase intention is.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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