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研究生: 謝旻珊
Min-Shan Hsieh
論文名稱: 網路口碑影響力與購買意圖關係之研究 -以品牌依附為調節變數
A Study of the Relationship between eWOM Influence and Purchase Intension:The Moderating Role of Brand Attachment
指導教授: 周世玉
Chou, Shih-Yu
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2012
畢業學年度: 101
語文別: 中文
論文頁數: 54
中文關鍵詞: 品牌依附品牌-自我連結品牌顯著性網路口碑影響力購買意圖
英文關鍵詞: Brand Attachment, Brand-self Connection, Brand Prominence, eWOM Influence, Purchase Intension
論文種類: 學術論文
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  • 本研究探討在化妝品、手機、餐廳三個產品類別中,網路口碑影響力對購買意圖的影響,並以品牌依附與其兩個子構面:品牌-自我連結及品牌顯著性做為調節變數,討論其調節作用。抽樣調查結果發現,在三種產品類別的情況下,網路口碑影響力對購買意圖的影響皆成立;而品牌依附對網路口碑影響力與購買意圖關係的調節作用在化妝品產品類別下成立,在手機及餐廳產品類別兩種情況下不成立;品牌-自我連結對網路口碑影響力與購買意圖關係的調節作用在三種產品類別情況下皆不成立;品牌顯著性在化妝品、手機產品類別兩種情況下成立,但在餐廳產品類別下不成立。因此,品牌顯著性比品牌依附及品牌-自我連結更適合做為一調節變數。故在學術及實務上,除了網路口碑影響力與購買意圖的關係,在未來我們更可以設法應用品牌依附、品牌-自我連結及品牌顯著性的調節效果來加強這段關係,以期增強消費者的購買意願。

    This study discusses the positive relationship between eWOM influence and purchase intension and the moderating effect of brand attachment, brand-self connection and brand prominence on the positive relationship in cosmetics, mobile phone and restaurant these three product categories. Upon results from the study, the positive relationship between eWOM influence and purchase intension exists in these three product categories; the moderating effect of brand attachment exists in cosmetics product category only; the moderating effect of brand-self connection exists in cosmetics product category also; the moderating effect of brand prominence exists in cosmetics and mobile phone these two product categories. Therefore, we learn that brand prominence is a better moderator comparing with brand attachment and brand-self connection. In the future, we should consider how to apply the moderating power of brand attachment, brand-self connection and brand prominence in the relationship of eWOM influence and purchase intension for increasing consumers’ purchase intension, both in scholarship and empirical practice.

    中文摘要 i 英文摘要 ii 目次 iii 圖表目次 v 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 4 第四節 論文組織架構 5 第二章 文獻回顧 7 第一節 品牌依附 7 第二節 網路口碑影響力 10 第三節 購買意圖 12 第四節 研究假設 14 第三章 研究方法 16 第一節 研究架構 16 第二節 研究變數之操作型定義與衡量題項 18 第三節 研究對象與問卷前測 21 第四節 資料分析方法 22 第四章 資料分析與檢定 23 第一節 敘述性統計 24 第二節 信度分析 27 第三節 效度分析 29 第四節 整體模型檢定 31   第五章 結論與建議 39 第一節 研究結論與討論 39 第二節 研究建議與管理實務意涵 41 第三節 研究限制與未來研究方向 42 參考書目 43 附錄 正式問卷(化妝品、手機、餐廳) 46 圖表目次 圖目次 圖 3-1-1 研究架構 16 表目次 表 3-2-1 研究變數的操作型定義與衡量題項 19 表 3-3-1 前測信度分析 21 表 4-1-1 樣本人口統計變數的敘述性統計 25 表 4-1-2 研究變數的描述性統計量 26 表 4-2-1 研究變數的Cronbach’s Alpha值 27 表 4-2-2 研究變數的複合信度 28 表 4-3-1 各類產品的AVE與相關係數平方 (品牌依附、網路口碑影響力、購買意圖) 29 表 4-3-2 各類產品的AVE與相關係數平方 (品牌-自我連結、品牌顯著性) 30 表 4-4-1 網路口碑影響力的線性迴歸分析 32 表 4-4-2 品牌依附的調節效果線性迴歸分析 33 表 4-4-3 品牌-自我連結程度的調節效果線性迴歸分析 35 表 4-4-4 品牌顯著性的調節效果線性迴歸分析 37 表 5-1-1 本研究假設整理結果 39

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