口碑對消費者購後後悔之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/25626

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25626

Title:	口碑對消費者購後後悔之影響 The Effect of Word-of-Mouth on Consumer Post-Purchase Regret
Authors:	闕仕翔 Chiueh, ShihHsiang
Contributors:	國際企業管理學系
Keywords:	口碑購後後悔 word of mouth post-purchase regret.
Date:	2013-06
Issue Date:	2013-10-17 13:37:14 (UTC+8)
Abstract:	本研究之目的為探討口碑對消費者購後後悔之影響。消費者時常因各種事件的發生，產生許多不同的情緒。在這些情緒中，購後後悔是常見，並希望避免的情緒。既有文獻指出，決策可逆性、現狀維持與購買產品的績效等因素，皆會對購後後悔造成影響。由此可知，購後後悔於消費者行為中，佔有相當程度的重要性。但過去的文獻，都忽略了口碑對消費者購後後悔的可能影響。口碑是消費者常接觸到的資訊來源，根據尼爾森行銷研究顧問公司於2012年之調查，台灣有高達93%的消費者，會信任免費的媒體廣告，如口碑或親友的意見。回顧過去的文獻，口碑會減少消費者搜集資訊的時間，亦會降低其知覺風險，以及影響其他重要的種種因素。本研究根據既有文獻而推論出，消費者因他人的口碑資訊所做出的決策，會導致較多的購後後悔情緒產生。本研究以智慧型手機做為研究的產業，以結構式實體問卷為資料搜集的工具，進行便利抽樣，共計發放400份問卷，回收350份，其中有效問卷為260份。經由複迴歸分析結果發現，本研究之假說未獲得支持，亦即，口碑與購後後悔呈顯著負相關。因此，本研究之研究假說不成立。最後，本研究根據此研究結果提出對後續研究之建議。 The purpose of this study is to investigate whether word of mouth would lead to higher post-purchase regret. Because of many different issues, people will trend many different emotions. Among these emotions, regret is the emotion of people do not want to happen. According to the previous studies, reversibility, status quo, valence of the chosen outcome, etc., will effect post-purchase regret. Therefore, post-purchase regret plays an important role in consumer behavior. But the literatures have ignored the possible effect of word-of-mouth for consumers post-purchase regret. Word of mouth is frequently come into contact with sources of information, ac-cording to the survey by Nielsen Company in 2012, 93% consumer of Taiwan, will trust word of mouth opinions. A review of the literature, word of mouth will reduce consumers search information, also the perceived risk, and affect other various factors. Therefore, this study infers that consumers as a result of decisions made by word of mouth information will lead to more post-purchase Regret. The target industry of this study is smartphone industry. The data collection tool is structured questionnaire, using convenience sampling, 400 questionnaires were distributed, 350 were returned, and 260 were valid. A multiple regression analysis indicates that our research hypothesis is not support. Practical and theoretical implications are discussed.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

There are no files associated with this item.

View Licence

Loading...