學號：M9116934
論文名稱：影響正面口碑傳播因素之研究－以3C資訊賣場為例
研究生：簡郁峰　　　　　　　　　　　　　　　　　　　　指導教授：林孟彥博士

「呷好到相報」、「留一些給人家探聽」…。我們在日常消費經驗中，日漸出現「打聽」、「探詢」的行為，也就是會先向別人詢問相關商品服務的使用與消費經驗後才做決定。口耳訊息的傳播(俗稱口碑傳播)早已融入每個人的日常消費行為當中。在教育水平和經濟指標已達一定水準，電腦資訊日漸普及化之際，消費者對到3C資訊賣場購物消費的需求日增，本研究即以消費者與3C資訊賣場的互動經驗為例，探討消費者在消費後，「商品價格」、「商品種類」、「服務品質」、「關係」等因素影響正面口碑傳播意願之研究。

本研究先透過深度訪談，再藉由口碑文獻資料的收集，及問卷調查的方法，研究消費者進行口碑傳播之動機，並以3C資訊賣場的服務者與消費者間的關係為例，針對「商品價格」、「商品種類」、「服務品質」、「關係」等因素是否影響正面口碑傳播意願進行假設與研究確認。研究結果證實四項假設因素都成立，另外，也顯示現有消費者會主動傳播或有潛在消費者在詢問相關電子資訊產品需求時會適時推薦，可見對潛在消費者的正面口碑傳播會直接對營收成長帶來正面幫助。經過3C資訊賣場對消費者提供的便宜與合理的「商品價格」與「商品種類」的齊全與多樣化，以及提供迅速、確實、滿意的「服務品質」和保持良好互動的「關係」等四項因素確實對口碑傳播意願有正面與顯著的關鍵影響，希望透過本研究結果提供3C資訊賣場經營者在提升整體服務品質的參考。

關鍵字：3C資訊賣場、正面口碑傳播、商品價格、商品種類、服務品質、關係

“Spreading the good bargain information”, “ Keep something for people inquiring about…In our experience of daily consumption, behaviors of “ inquiring” and “probing” gradually reveal, which means that the decision will be made after asking relevant usage of product service and consumption experiences from others. Dissemination from words (also known as positive Word of Mouth) has already fused into daily consumption behavior for all. In the day when the education level and economic target have achieved certain standard, also, the computer information is gradually popularized, Purchase demands of consumers in 3C Chain store increase day by day, the research takes the interaction experiences between consumers and 3C Chain store for example to discuss the willing of positive public Word of Mouth under the influence of “ product price”, “ product category”, “service quality” and “ relationship” after consumption.

First, through in depth interview, primary data of public Word of Mouth praise is collected in the research, in addition, motive of positive of consumer is surveyed through questionnaire, in addition, the research takes the relationship between server of the 3C Chain store and consumer to proceed assumption and research confirmation of the influence upon the positive Word of Mouth on elements such as “ product price”, “ product category”, “service quality” and “ relationship”. The research result proves that the four assumption elements exist, moreover, it also shows that current consumer will spontaneously disseminate or offer advice timely when potential consumer inquires for relevant e-information product demand which reveals that the positive public Word of Mouth to potential consumers will have positive help through revenue growth. Through the cheap and reasonable “product price”, complete and diversity of the “ product category”, speedy, accurate and satisfying “service quality” and well maintained interaction of “relationship” offered by the 3C Chain store to the consumer, these four elements indeed have positive, obvious and key influences on positive public praise dissemination, it is hoped that the research results could offer references for overall service quality of operator of 3C Chain store.
Key words：3C Chain store, positive Word of Mouth , product price, product category, service quality, relationship.

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