網路部落客可信度及文章真實性與購買決策之影響-以美容保養品為例

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/38215

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題名:	網路部落客可信度及文章真實性與購買決策之影響-以美容保養品為例 The purchase decision considering blogger credility and article authenticity-A case of skin care products
作者:	李佳豫
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	網路口碑部落客可信度產品知識購買決策 Electronic Word-of-Mouth Blogger credibility Product knowledge Purchasing decision
日期:	2017
上傳時間:	2017-09-27 12:35:30 (UTC+8)
摘要:	隨著網路的興起，消費者對於購買過程中的資訊搜集行為也能透過網路大量地搜尋他人過去的購買經驗作為參考。而個人消費經驗分享的影響力，也從個體擴展到整個網路世界同時延伸到其他消費者身上，因此網路上的產品評價與心得推薦分享進而成為消費者購買行為前的參考依據。本研討依據網路部落客可信度與文章真實性探討消費者接收到網路部落客口碑文章後對購買決策之影響行為，同時將消費者於部落客口碑文章無形中所吸收到的產品知識，以產品知識的涉入對可信度與購買決策間關係之影響。本研究以網路問卷做為資料收集方式，並根據資策會數據選定女性以搜尋保養品口碑之行為做研究產品定調方向。本研究共回收203份有效樣本，實驗結果得到以下結論；網路口碑與消費者購買意願具有正相關，且訊息來源可信度越高，其影響購買意願越顯著，而消費者因瀏覽口碑所累積的產品知識將干擾著對於口碑可信度之主觀判別，並也影響最終購買意願。 As the rise and popularity of Internet, the information collection behavior that consumers extensively search people’s consumption experience in purchase process can also be made through convenience Internet. The impact of personal consumption experience sharing has been extended from individual to other consumers by network, so the products evaluation and recommendation online become the important reference for consumers before purchasing. Based on online blogger credibility and the authenticity of the articles, this paper discusses the consumer’s purchasing decision when they are influenced by electronic word-of-mouth (eWoM) and the interference effect between product information included in eWoM articles and purchasing decision. By Institute for Information Industry research, women prefer to search care product information online, therefore, care product is selected as objective product in this study. Online questionnaires were designed for data collection, and totally 203 valid samples were collected to verified hypothesis. The experiment result is that eWoM and the purchase willing of consumers has positive correlation,The product knowledge accumulated by browsing the eWoM for consumers will also affect the subjective judgement to credibility of word-of-mouth and the final purchasing decision
顯示於類別:	[Master of Science in marketing ] Thesis

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