研究生: |
程威榮 Wei-rong Cheng |
---|---|
論文名稱: |
知覺風險與產品涉入對滿意度和網路口碑傳播之干擾研究 The Moderating Effects of Perceived Risk and Product Involvement towards Satisfaction and Online Word-of-Mouth |
指導教授: |
林孟彥
Meng-Yen Lin |
口試委員: |
劉代洋
none 蔡瑤昇 none |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2009 |
畢業學年度: | 97 |
語文別: | 中文 |
論文頁數: | 50 |
中文關鍵詞: | 滿意度 、網路口碑 、產品知覺風險 、產品涉入 |
外文關鍵詞: | satisfaction, online word-of-mouth, perceived risk, product involvement |
相關次數: | 點閱:413 下載:20 |
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直覺上,滿意度與正面口碑傳播應有正向的關係,但從文獻中發現兩者間並無必然的正向關係,原因之一可能是受產品知覺風險與產品涉入干擾所致。
本研究針對上述可能的干擾進行量化驗證,透過2(高、低滿意情境)× 2(高、低知覺風險)× 2(高、低產品涉入)的實驗設計,蒐集化妝品問卷103份與電影問卷66份,資料分析顯示:(1)顧客滿意度與正面網路口碑傳播有正向關係;(2)高知覺風險並未如文獻所宣稱的具有負面干擾效果;(3)產品涉入具有正向的干擾,但高滿意度的化妝品,此一干擾不顯著。本研究讓我們對口碑的傳播有進一步的瞭解,文中也對管理意涵做充分的討論。
Intuitively, satisfaction increases with positive word-of-mouth spreading, but a checking of past literatures shows that a necessary positive interrelation between the two doesn’t exist. One of the reasons may be the moderating effects caused by perceived risk and product involvement.
This research is survey of the moderating effects (if it exists) mentioned above, with a 2 ( high, low satisfactory situation) × 2 ( high, low perceived risk) experimental design, which includes 103 questionnaires on cosmetics and 66 on movies. The analysis of the survey reveals that: (1) customer satisfaction have significant positive relationship with online word-of-mouth spreading, (2) high perceived risk has an effect of positive interruption on word-of-mouth spread, which is different from what we learned from the past literatures, and (3) product involvement has an effect of positive moderating effects on word- of- mouth spread, but with highly satisfaction customer of cosmetics, this effect is not significant. This research enriches our understanding of word-of-mouth spread, the meaning of management fully discussed.
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