網路口碑與購買意圖關係之研究－以女兒紅婚宴會館為例

The Relationship of Internet Word-of-Mouth and Purchase Intension in Your home Wedding Hall

賴瑞榮(Jui-Jung Lai) ； 李世昌(Shih-Chang Lee) ； 許勝程(Sheng-Cheng Hsu)

《休閒事業研究》 13卷4期 (2015/12) Pp. 59-74

https://doi.org/10.6746/LIR.201512_13(4).0004

摘要

本研究旨在探討網路口碑與購買意圖之現況與關係-以女兒紅婚宴會館為例，採用問卷調查法共計發放400份問卷，獲得有效問卷392份。以描述性統計、單因子變異數分析、皮爾森積差相關、多元逐步迴歸等統計方式進行分析。其研究結果如下：一、網路口碑與購買意圖平均得分高，分別為「網路口碑」得分為3.95、「購買意圖」得分為4.19。二、顧客背景變項中性別、年齡、學歷、婚姻及職業等均在網路口碑及購買意圖上達顯著之差異。三、網路口碑與購買意圖各層面皆達顯著之正相關。四、網路口碑對購買意圖具有預測之效果，其中以「訊息內容」最具預測力。本研究針對其研究結果提出相關之建議如下：建構多元網路平台行銷略、顧客意見即時處理、提供網路宅配服務。

關鍵字

口碑 ； 網路平台 ； 購買決策

並列摘要

The purpose of this study is to exploring the current internet word-of-mouth and purchase intension in Your Home Wedding Hall. This study adopted questionnaire survey and distributed 400 questionnaires with 392 valid ones collected. For descriptive statistic, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis were used to analyze those questionnaires. The study results are listed below: 1. The average score of the internet word-of-mouth and purchase intension are high. Internet word-of-mouth is 3.95 and purchase intension4.19. 2. In the variables of the customer in the gender, age, education background, marriage and occupation have significant difference with internet word-of-mouth and purchase intension. 3. The customer of internet word-of-mouth and purchase intension are all significant correlation. 4. The word-of-mouth has predictive power to purchase intension, especially message content. The study also provides suggestions based on the study results are listed below: construct multi network platform marketing strategies, customer opinions immediate processing, delivery service provides network.

並列關鍵字

Word-of-Mouth ； Network Platform ； Purchase Decision