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研究生: 陳盈如
CHEN, Yin-Ju
論文名稱: 影響美妝網路社群口碑可信度之研究:以獲得商品方式與訊息類型為因素
E-wom’s Impacts on Consumer Perceived Credibility in Beauty Virtual Community: Effects of Product Source and Message Type
指導教授: 楊美雪
Yang, Mei-Hsueh
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: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 86
中文關鍵詞: 美妝網路社群口碑可信度訊息類型獲得商品方式
英文關鍵詞: beauty virtual community, e-wom credibility, message type, product source
DOI URL: https://doi.org/10.6345/NTNU202205467
論文種類: 學術論文
相關次數: 點閱:722下載:70
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  • 美妝網路社群中,常可見到試用口碑。試用口碑的商品多由廠商提供,與消費者購買後自發性撰寫的口碑不同,但過去較少研究探討獲得商品方式的差異對口碑可信度的影響,故值得細究。此外,過往對口碑訊息類型正/負面、單/雙面何者較能影響可信度,並無一致答案;參考文獻後,本研究認為干擾變項是造成無一致答案的關鍵因素。故藉由實驗法,探討不同獲得商品方式及訊息類型對口碑可信度的影響,並將可能影響口碑可信度之因素納為控制變數,降低干擾。
    本研究採二因子組間設計,二因子為:2(獲得商品方式:廠商提供/自己購買)× 3(訊息類型:正面/負面/雙面)。依變數為口碑可信度。控制變數為品牌及產品知名度、網站聲譽、口碑數量、口碑正負順序、口碑豐富度。研究結果顯示,不同獲得商品方式對口碑可信度的影響沒有顯著差異,獲得商品方式、訊息類型組合,並不會交互作用影響口碑可信度;因此,建議美妝業者可多邀請消費者撰寫試用口碑,取代網路寫手操作。研究亦發現,不同訊息類型對口碑可信度影響有顯著差異;亦即,只要控制好干擾變項,雙面口碑可信度會顯著高於單面,正面與負面口碑可信度則無顯著差異。此結果為過往研究正/負面、單/雙面口碑可信度結果的不一致,找出初步的答案。

    In virtual community, there are many comments wrote after using samples. Customer wrote e-wom after using sample and buying goods are different in product source, but past studies of e-wom credibility didn't consider the different of product source. Besides, the e-wom credibility of message type has been discussed but without results. They had no agreement that positive or negative, one sided or two sided would be more credible. The problem needs further study and research to reach a consensus. According to the references, we suggest that moderating variables seem to have been the critical factor in causing mixed. Therefore, this study discussed the influence of the product source and the message type on e-wom credibility. The study adopts two factors between-subjects design: 2 ( product source: company / consumer ) × 3 ( message type: positive / negative / two sided). The control variables included brand and product awareness, website reputation, quantity of e-wom, order of e-wom.
    Through the manipulation of the experiment, we understand how these factors influence e-wom credibility. The results show that product source does not change e-wom credibility significantly. Besides, product source and message type don’t have significant interaction effects on e-wom credibility. According to our findings, we suggest that beauty industry — cosmetic, skin care product, cosmeceutical, etc. — offers free trial for beauty virtual community users and invites them to write comment. It can encourage testers to create buzz about their products. Also, the results show that after controlling for moderating variables, message type has effect on e-wom credibility; moreover, two-sided message produces higher e-wom credibility than one-sided but there is no significant different between positive and negative message.

    第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目與問題 4 第三節 名詞釋義 5 第四節 研究範圍與限制 7 第五節 研究流程 8 第貳章 文獻探討 9 第一節 網路社群意涵與類型 9 第二節 網路口碑意涵與類型 13 第三節 美妝網路社群定義與口碑類型 16 第四節 網路口碑可信度意涵與影響因素 18 第五節 網路口碑訊息類型與相關研究 26 第六節 文獻探討小結 31 第參章 研究設計 32 第一節 研究架構 32 第二節 研究方法 34 第三節 研究對象 35 第四節 變數定義與操弄及衡量方式 36 第五節 研究工具 39 第六節 研究實施 41 第七節 資料分析 45 第肆章 研究結果與討論 46 第一節 信度分析及敘述性統計 46 第二節 不同獲得商品方式對口碑可信度影響 48 第三節 不同訊息類型對口碑可信度影響 50 第四節 獲得商品方式/訊息類型組合對口碑可信度交互影響 53 第伍章 研究結論與建議 57 第一節 研究結論 57 第二節 研究建議 60 參考文獻 64 附錄 77

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