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Author: 吳昀鴻
Yun-Hong Wu
Thesis Title: 評論類型對消費者購買意圖之影響
The Impact of Consumers’ Purchase Intention Influenced by Review Types
Advisor: 林孟彥
Meng-Yen Lin
Committee: 曾盛恕
none
魏鸞瑩
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2015
Graduation Academic Year: 103
Language: 中文
Pages: 50
Keywords (in Chinese): 評論類型評論幫助性從眾行為購買意圖口碑
Keywords (in other languages): Review Type, Review helpfulness, Conformity Behavior, Purchase Intention, Word-of-Mouth (WOM)
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  • 隨著網際網路進入Web2.0的時代,消費者在網路上發表意見的門檻已漸消失。如此一來,評論對消費者購買意圖將有更大的影響效果。因此本研究進行相關探討。
    本研究採用實驗設計方式,以手機應用程式(Application, App)作為被評論之產品。透過網路發放問卷,共蒐集246份有效樣本。以成對樣本t檢定與結構方程式模型得出結果。結果顯示評論類型在消費者的從眾行為與評論幫助性上,並沒有顯著差異;但是,若以不同的評論類型來看,對屬性導向評論而言,評論幫助性與購買意願之間存在從眾行為的中介效果;反之,對利益導向評論而言,評論幫助性與購買意願之間未存在從眾行為的中介效果。
    因此,本研究建議企業應多注重評論類型的影響,並鼓勵消費者寫下屬性導向的評論。此外,對App開發團隊而言,可以注重與消費者溝通的平台。


    With the developed of the Internet, the barriers of commenting on the net fade away. Thus, consumers purchase intention will be influenced by reviews more strongly than before. So, the research is to investigate these related questions below.
    We use a design of experiment. Mobile application is the reviewed product. The paired-samples t test and SEM are conducted based on 246 valid questionnaires. Results suggest that the mediate effect exists between review helpfulness and purchase intention, on the contrary, there is no mediate effect of conformity behavior between review helpfulness and purchase intention under the influenced by benefit-centric review.
    Thus, the research suggests that the company should emphasize on review type, and encourage users write attribute-centric reviews down. For the App developer, they could develop a communication platform which is easy to use for users.

    壹、緒論 第一節、研究背景與動機 第二節、研究問題 第三節、研究流程 貳、文獻回顧 第一節、評論類型 第二節、評論幫助性 第三節、從眾行為 第四節、購買意圖 第五節、評論類型與各研究變數之關係 參、研究方法 第一節、研究架構 第二節、產品選擇 第三節、研究變數及衡量 第四節、研究設計 肆、研究結果 第一節、敘述性統計分析 第二節、測量模型 第三節、結果分析 伍、結論與建議 第一節、研究結論 第二節、研究貢獻 第三節、研究限制 第四節、未來研究建議與方向 參考文獻 附錄

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    資策會(2014),「2014臺灣消費者行動裝置暨APP使用行為研究調查報告」,取自:http://www.iii.org.tw/m/News-more.aspx?id=1475

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