頁籤選單縮合
題 名 | 網路口碑採用模式之研究=The Study of eWOM Adoption Model |
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作 者 | 陳建文; 陳文國; 徐永穎; | 書刊名 | 行銷評論 |
卷 期 | 8:2 2011.夏[民100.夏] |
頁 次 | 頁175-198 |
分類號 | 496.34 |
關鍵詞 | 網路口碑; 資訊有用性; 可相信性; 資訊採用; eWOM; Information usefulness; Credibility; Information adoption; |
語 文 | 中文(Chinese) |
中文摘要 | 由於資訊技術的進步與電子商務的蓬勃發展,網路已成為消費者分享產品經驗與意見交流的平台,而線上社群更是消費者最常瀏覽商品資訊與評論的地方。然而,由於線上社群的成員大都以匿名的方式發表產品或服務的評論,使得網路口碑的正確性較難以評估。因此,了解消費者如何相信網路口碑,進而影響其採購決策是一個重要的議題。本研究依據資訊採用模型再輔以先前信念確認、推薦一致性、可相信性因素探討影響消費者採用網路口碑之意願。以線上社群會員為調查對象,採用網路問卷,共取得466份有效的問卷資料。資料分析方法採用結構方程模式,研究結果發現消費者除了覺得網路口碑對其有用,會願意接受該網路口碑。此外,若消費者覺得網路口碑讓其覺得可信則更強化接受網路口碑之意願,此研究結果強化了資訊採用模式的解釋力。 |
英文摘要 | eWOM arises from a possibly unlimited number of unknown participants and the presence of vast amounts of unfiltered information makes the information validity uncertain. Therefore, understanding how consumers adopt eWOM becomes an important issue. The objective of this study is to investigate how eWOM in online communities affects the consumption decisions by discovering which factors encourage information adoption. This research model was build upon the Information Adoption Model and included three factors (confirmation with prior belief, recommendation consistency, and credibility) to aid evaluations of eWOM adoption. The data used in the study were gathered from online questionnaires. A message was posted on Mobile01.com requesting respondents who are members to complete an online questionnaire. Data were gained from 466 usable respondents. The research model was analyzed by using structural equation modeling techniques. The finding shows that information usefulness and credibility have significant impact on the eWOM adoption. The results strengthen the explanatory power of Information Adoption Model. |
本系統中英文摘要資訊取自各篇刊載內容。