網路口碑受訊者知覺之發訊者性別對於訊息可信度之影響

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/28160

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28160

Title:	網路口碑受訊者知覺之發訊者性別對於訊息可信度之影響 The Effect of the Perceived E-WOM Provider 's Gender on Message Credibility
Authors:	許瀞方
Contributors:	國際貿易學系
Keywords:	網路口碑性別訊息可信度 E-WOM gender credibility
Date:	2014
Issue Date:	2014-09-18 15:03:10 (UTC+8)
Abstract:	本研究執行實驗設計，網路口碑發訊者性別與產品性別屬性是否一致的情況下，測驗受訊者對於訊息可信度的影響；操弄發訊者的性別，主張當網路口碑受訊者知覺訊息發訊者性別與產品性別屬性一致時，受訊者對於該訊息之訊息可信度會顯著高於不一致時。實驗中募集了195位自願受試者，研究結果發現，發訊者性別與產品屬性一致組之訊息可信度評量，顯著高於發訊者性別與產品屬性不一致組。 This research proposes that different E-WOM provider's gender will affect receiver 's message credibility. This study conducted an experiment and recruited 195 volunteers. Results indicate that higher gender-congruence among message provider and product, causes higher receiver’s message credibility.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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