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題名 | 品牌聯想與購後認知失調對網路口碑之影響--產品涉入之干擾角色=The Effects of Brand Association and Postpurchase Cognitive Dissonance on Electronic Word-of-Mouth: The Moderating Role of Product Involvement |
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作 者 | 陳欽雨; 張書豪; 簡蜜妮; | 書刊名 | 管理實務與理論研究 |
卷期 | 9:1 2015.03[民104.03] |
頁次 | 頁21-41 |
分類號 | 496.1 |
關鍵詞 | 品牌聯想; 產品涉入; 購後認知失調; 網路口碑; Brand association; Product involvement; Postpurchase cognition dissonance; Electronic word-of-mouth; |
語文 | 中文(Chinese) |
中文摘要 | 以往有關網路購物之消費者行為研究,大多集中於購買前的變數操作,較少研究著重購後行為的探討與分析,尤其是有關購後認知失調的分析更少。本研究以台灣的網購族為研究對象,使用網路問卷調查法的方式收集了425份有效的網路消費者資料。利用迴歸分析檢定研究假說,驗證品牌聯想對購後認知失調及網路口碑的影響,並探討購後認知失調在品牌聯想對網路口碑影響之中介效果,以及消費者產品涉入之干擾效果。研究發現品牌聯想對購後認知失調具有顯著的負向影響,但對網路口碑具有顯著的正向影響;同時購後認知失調則對網路口碑具有顯著的負向影響,並在品牌聯想對網路口碑的影響中具有顯著的部分中介效果;且消費者產品涉入在購後認知失調對網路口碑的影響具有顯著的干擾效果。最後,根據驗證結果解釋管理意涵,並提出實務建議與未來的研究方向。 |
英文摘要 | In past, most related studies of the online shopping behaviors have focused on prepurchase operations and variables, and only a few of studies discuss the post-purchase behaviors. The current study selects on-web consumers as the research objects, and adopts an on-web survey to collect 425 valid samples. The purposes of the research are to explore the relationships among brand association, post-purchase cognition dissonance, consumer's product involvement and electronic word-of-mouth. The method of regression analysis is used to test the hypotheses. The results indicate that brand association has a significant negative effect on postpurchase cognition dissonance, but it has a significant positive impact on electronic word-of-mouth. Besides, post-purchase cognition dissonance has a significant negative influence on electronic word-of-mouth and it can partially mediate the effect of brand association on electronic word-of-mouth. Moreover, product involvement has a significant moderating effect between postpurchase cognition dissonance and electronic word-of-mouth. Finally, the managerial implications are discussed, and practical suggestions and future research directions are proposed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。