探討資訊品質、訊息來源可信度與網路口碑之相關性研究－以微網誌為例

A Research on Relationship among Information Quality, Information Source Credibility and Online Word-of-Mouth- A Study of Microblogging

周秀蓉(Hsiu-Jung Chou) ； 林思妤(Sih-Yu Lin) ； 蘇純儀(Chun-Yi Sue) ； 石達潔(Da-Jie Shi) ； 陳姿岑(Zi-Cen Chen) ； 鄭伊珊(Yi-Shan Zheng)

《商業現代化學刊》 6卷4期 (2012/09) Pp. 207-227

https://doi.org/10.6132/JCM.2012.6.4.11

摘要

由於網際網路的興起，口碑訊息可藉由不同形式的網路平台快速傳播如社群媒體，使用者會傾向使用網路來搜尋資訊，形成所謂的「網路口碑」。本研究針對微網誌的使用者進行問卷調查，共發放問卷400份，有效樣本320份，有效回收率81%。本研究採用描述性、相關與迴歸等分析方法探討資訊品質、訊息來源可信度與網路口碑之間的相關性。研究結果發現：資訊品質越好，使用者網路口碑傳播的意願與使用者個人的信任傾向也越高；訊息來源可信度越高，網路口碑傳播的意願越高。因此建議平台經營者可以透過強化平台的資訊品質，提升使用者口碑傳播的意願，進而增加該網路平台的名聲。

關鍵字

資訊品質 ； 訊息來源可信度 ； 網路口碑 ； 微網誌

並列摘要

Since the emergence of the internet, word-of-mouth can spread very rapidly through various kinds of online platforms such as social media. Consumers are likely to seek out information via internet, which is ”online word-of-mouth”. The research will take Microblogging's users as the research objects. Of the 400 questionnaires distributed, 320 valid ones were retrieved and the valid retrieval rate was 81%. Our research methods adopted the descriptive analysis, correlation analysis, and regression analysis to analyze the relationship among information quality, information source credibility, and online word-of-mouth. An analysis of the data revealed: information quality has significant positive impact on online word-of-mouth and information source credibility. The user's information source credibility has positive effect on their online word-of-mouth. Therefore, we recommended that the platform operators can strengthen the information quality and the user's online word-of-mouth for increasing the platform's reputation.

並列關鍵字

Information Quality ； Information Source Credibility ； Online Word-of-Mouth ； Microblogging