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作者姓名(中文):陳芃璇
作者姓名(英文):Peng-Syuan Chen
論文名稱(中文):消費者自我建構、產品類型在網路評論從眾效應上的影響
論文名稱(外文):Conformity Effect of Online Review on Self-Construal and Product Type
指導教授姓名(中文):葉明義
指導教授姓名(英文):Ming-Yi Yeh
口試委員姓名(中文):李永輝
黃崇興
林孟彥
葉明義
口試委員姓名(英文):Yung-Hui Lee
Chung-Hsing Huang
Meng-Yen Lin
Ming-Yi Yeh
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學號:M10508119
出版年(民國):108
畢業學年度:108
學期:1
語文別:中文
論文頁數:25
中文關鍵詞:網路評論從眾效應獨立自我和相互依存自我享樂品和實用品
外文關鍵詞:Conformity effect of online reviewIndependent self and Interdependent selfHedonic and Utilitarian
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在購買商品前,先聽聽大家對產品的評價為何,成為網路購物的SOP。在看完廠商提供的商品資訊後消費者心裡會先有個評價,但在看了與自己評價不一致的多數他人評論後,在心中的評價便會默默地被說服,導致最後對產品的評價變好或變差,我們稱為網路評論的從眾效應。在本研究中,我們用兩個實驗分別在消費者類型及產品類型下證明網路評論從眾效應的存在及其程度的差異。在實驗一中,我們發現獨立自我建構的消費者相較於相互依存自我建構的消費者,所展現出的網路評論從眾效應較小。從商品類型角度來看,在實驗二中,我們證實了評論接收者,在接收享樂品評論相較實用品評論時,所展現的網路評論從眾效應較小。不論是以消費者類型或是以產品類型來檢測,網路評論從眾效應始終存在,唯獨其展現出的程度不盡相同。
Before buying a product, viewing what others said about the product become a necessary step for online shopping. After reading the product information provided by manufacturer, consumer will have an evaluation first. But, when reading the majority review that are inconsistent with their own evaluation, their original evaluation will be silently persuaded. And the final product evaluation will become better or worse, this phenomenon we call it conformity effect of online review. Next, we use two experiments to prove the existence of the conformity effect on online review and its level under consumer self-construal type and product type. In Experiment 1, we found that consumers who are independent self exhibit less conformity effect of online review, compared to interdependent self. From the perspective of product type, we confirmed that when review recipient received the review of the hedonic product compared to utilitarian product, exhibited less conformity effect of online review. To sum up, no matter what variables we use for testing conformity effect of online review, it still exists. Only the level of online review conformity effect demonstrated the difference.
摘要
ABSTRACT
目錄
第一章 緒論
第二章 文獻探討
第一節 網路評論
第二節 網路評論從眾效應
第三節 自我建構理論
第四節 享樂品與實用品
第三章 實驗一:自我建構對網路評論上從眾效應的影響
第一節 實驗設計
第二節 實驗結果
第三節 結論
第四章 實驗二:產品類型在網路評論從眾效應上的影響
第一節 前測
第二節 實驗設計
第三節 實驗結果
第四節 結論
第五章 結論與建議
第一節 研究貢獻
第二節 管理意涵
第三節 研究限制與未來建議
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全文檔公開日期:2024/12/13 (本校及校內區域網路)
全文檔公開日期:2024/12/13 (校外網際網路)
全文檔公開日期:2024/12/13 (國家圖書館:臺灣博碩士論文系統)
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