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研究生: 李雅雯
Ya Wen Lee
論文名稱: 口碑網站使用者涉入程度與消費行為之關聯性研究─ 以「i TRY試用情報網」為例
The Degree of Involvement and Consumer Behavior of Word-of-Mouth Website Users-- Case of www.itry.com.tw
指導教授: 劉立行
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2009
畢業學年度: 97
語文別: 中文
論文頁數: 96
中文關鍵詞: 口碑行銷消費者行為涉入行為i TRY試用情報網Bzzagent公司
英文關鍵詞: Word-of-Mouth marketing, Consumer behavior, Involvement behavior, i TRY.com.tw, Bzzagent Corporation
論文種類: 學術論文
相關次數: 點閱:160下載:0
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  • 目前傳統的廣告手法因為受到了資訊氾濫的干擾,使得廣告效益大不如前,而運用媒體關注的力量和消費者的口碑推薦,反而會產生更好的宣傳效果。運用消費者的口碑推薦,讓公司和產品成為消費者談論的話題。這樣的廣告效益,約是傳統方法的三到五倍。而網際網路的盛行促使網路的口碑傳播更為便利、有效率,數位化口碑的擴散可以多種方式進行傳播,例如:網路社群、一般網站討論區、朋友間的即時通訊對談、電子佈告欄(BBS)、電子郵件…等。
    本研究聚焦於台灣第一大試用品索取網站— i TRY試用情報網,研究網站涉入程度、口碑說服效果、使用品索取行為與消費者消費行為的關聯性,並以i TRY試用情報網會員為抽樣對象,共回收176份有效問卷,並以SPSS軟體進行各項資料分析方法,得到的實證結果如下:
    一、使用者網站涉入程度對消費行為有顯著影響
    二、網路口碑說服效果對消費行為有顯著影響
    三、使用者索取使用品的次數和購買行為次數沒有顯著相關

    Nowadays, traditional marketing methods have not raised sale volume successfully, and the same blubs can’t attract consumers anymore. Therefore comes to a new marketing mode- word-of-mouth marketing. By using consumer's oral traditions recommendation, lets the company and the product becomes the topic which the consumer discusses. The advertisement benefit is approximately the conventional routes three to five times. However, the Internet urges network's oral traditions dissemination to be more convenient, effectiveness. And the digitizing oral traditions' proliferation maybe many kinds of ways carry on the dissemination, for example: The network social group, immediate communication between the general website discussion of area, electronic bulletin board (BBS), the email, etc.
    This research focuses on the biggest trial products demanding website in Taiwan - i TRY.com, studies the website to ford into the degree, the oral traditions to convince the effect, to cause the thing claim behavior and the consumer behavior relatedness, and take the members of i TRY.com as the sampling object, altogether recycles 176 effective questionnaire, and carries on each item of material analysis method by the SPSS software, obtains the real diagnosis result is as follows: First, the user website fords into the degree to have the remarkable influence to the consumer behavior Second, the network oral traditions convince the effect to have the remarkable influence to the consumer behaviors. Third, the user demands cause the number of times and the purchase behavior number of times are not remarkable related.

    中文摘要 I ABSTRACT II 目錄 III 表目錄 IV 圖目錄 V 第一章 緒論 1 第一節 研究背景與動機 1 一、研究背景 1 二、研究動機 1 第二節 研究目的與問題 3 第三節 論文結構與研究流程 4 第二章 文獻探討 6 第一節 口碑行銷研究 6 一、口碑溝通 6 二、口碑傳播的效果 7 三、網路口碑傳播 9 四、網路口碑行銷 13 五、口碑行銷成功案例 15 第二節 影響網路消費行為的因素 17 一、消費者行為與定義 17 二、網路消費者處理資訊的五大步驟 18 三、購買意願 20 四、涉入程度與消費行為之關聯性 21 第三節 涉入理論涵義 24 ㄧ、涉入的定義 25 二、網路涉入的影響因素 27 三、涉入程度的衡量 28 第四節 口碑網站i TRY試用情報網行銷模式 31 ㄧ、i TRY試用情報網簡介 31 二、i TRY試用情報網的行銷模式 32 第五節 口碑網站i TRY試用情報網行銷模式 36 第三章 研究方法 40 第一節 研究架構 40 第二節 研究工具 41 第三節 問卷設計與研究假設 44 第四節 研究設計 51 第五節 資料分析方法 53 第四章 資料分析 55 第一節 樣本結構分析 56 第二節 信度與效度分析 58 第三節 涉入程度分群 61 第四節 涉入程度與消費行為之關聯性 64 第五節 網路口碑說服效果與消費行為之關聯性 72 第六節 閱讀口碑行為與消費行為之關聯性 75 第七節 試用品索取行為與消費行為之關聯性 77 第八節 涉入程度與分享心得/試用品索取次數 81 第五章 結論與建議 83 第一節 研究結論 83 第二節 研究貢獻與建議 86 第三節 研究限制與未來研究方向 89 參考文獻 90

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    網站
    i TRY試用情報網站 http://www.itry.com.tw/
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