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研究生: 黃星豪
Calvin Harijadi
論文名稱: 感知風險對餐廳選擇的影響:使用者原創內容的調節效果
How Will Consumer's Perceived Risk Affect their Visit Intention to Restaurants in Taiwan: Sources of User Generated Content as a Moderator
指導教授: 沈永正
Shen, Yong-Zheng
口試委員: 鄒蘊欣
Zou, Yun-Xin
朱克聰
Zhu, Ke-Cong
口試日期: 2021/06/23
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: 2021
畢業學年度: 109
語文別: 英文
論文頁數: 78
英文關鍵詞: perceived risk, ewom, online review, visit intention, user generated content
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202100700
論文種類: 學術論文
相關次數: 點閱:175下載:10
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  • In order to minimize the risks that a product or service will have, consumers will tend to search on reviews that are publicly shared all over the internet. Despite of becoming a practice for modern consumers, online reviews on the internet carry their own risk for the audience. People would seek as much information as possible to mitigate their risks, but on the other hand, they would fall into another pit of risk by believing the thread starters. In the food and beverage industry, it is a common thing in which expectations made by visitors are often correlated with financial and performance risks. The visitors would seem to have a perceived risk idea on their mind especially in visiting a new restaurant, whether it is about the quality of the food, the price, or even the service of the place. To mitigate these risks, people would have identified the trustworthiness of an online review, perhaps through their own judgement or experience. The study conducted an analysis on 141 respondents (consumers in Taiwan), and found out that there is a negative relationship between perceived risk and visit intention. Additionally, this negative relationship is moderated by blogsites as a source of user generated content. Overall, this research contributes to marketing literature specifically on the context of user generated content and its effect towards consumer's visit intention.

    ABSTRACT I TABLE OF CONTENTS II LIST OF TABLES IV LIST OF FIGURES V CHAPTER 1 INTRODUCTION 1 Background of Study 1 Statement of Problem 5 Research Objectives 5 Significance of Study 6 CHAPTER II LITERATURE REVIEW 8 Perceived Risk 8 Performance Risk 8 Financial Risk 9 Visit Intention 9 Electronic Word of Mouth (eWOM) 10 User Generated Content (UGC) 13 Google Review 13 Social Media 14 Food Blogsites 15 CHAPTER III METHODOLOGY 17 Research Framework 17 Research Hypothesis 18 Research Procedure 18 Sample and Participant Selection 20 Questionnaire Design 20 Measurements 21 Control Variables 22 Common Method Variance 23 Validity and Reliability 24 CHAPTER IV RESULTS 31 Descriptive Statistics 31 Correlations Between Variables 33 Hypothesis Testing 35 Post-hoc Analysis 40 CHAPTER V DISCUSSION 44 General Discussion 44 Implications 45 Limitations and Suggestions 47 References 48 APPENDICES 60 APPENDIX A RESEARCH QUESTIONNAIRE 60 APPENDIX B RESEARCH QUESTIONNAIRE (MANDARIN) 70

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