口碑傳播對消費者評估準則之影響

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Title:	口碑傳播對消費者評估準則之影響
Authors:	葉昱珍
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	口碑傳播決策準則補償性評估準則
Date:	2010
Issue Date:	2011-11-07 16:08:29 (UTC+8)
Abstract:	消費者評估準則是消費者用以判斷商品屬性以及選擇商品的方式，會直接影響消費者選購之行為與購買決策。本研究主要目的是在探討口碑傳播對於消費者評估準則之影響，文獻提示口碑訊息在消費者心目中，尤其在購買決策及行為上，一直以來都扮演非常重要的角色。本研究採用便利抽樣法，針對近二週在台北市的餐廳用餐之消費者為抽樣對象，以結構式問卷搜集資料。總計發放500份問卷，當中299份為有效問卷，無效問卷為127份，回收率為85.2%。本研究以Logistic迴歸分析方法進行資料的分析，研究結果顯示，在控制熟悉度、複雜度與涉入程度下，口碑傳播會促使消費者傾向使用補償性評估準則。根據研究結果，提出管理上之意涵。 Consumer decision rules means that the way how consumer assess and choose the attribute of the goods, it can influences purchase behavior and decision. The objective of this study is to examine the word of mouth and consumer decision rules. With variety of selections, it is interesting to understand how most of the customers make their decisions in choosing places when dining out, it is widely accepted that the word of mouth or verbal communication is one of the most effective way to influence the customers’ purchasing decisions. This study used convenience sampling methods. The data of research is composed of the people who have had their meals at restaurants in two last weeks. 500 questionnaires are distributed and 299 valid questionnaires are returned. The 127 are non-effective samples. The response rate is 85.2%. The results of Logistic regression analysis indicate that after control of product familiarity, complexity and involvement, when the word of mouth are more positive, it will cause the consumer to use the compensatory. Managerial implications are discussed.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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