- 學位論文
網路口碑對讀者閱讀意願、購買意願的影響，以涉入為干擾變項—桃園市國中學生為例
The Influence of Online Word of Mouth on Readers' Reading and Purchase Intention, Involved as Interference Variable - A Case Study of Taoyuan City's Junior High School Students
摘要
自網際網路普及以來，人們的資訊獲取模式有了重大改變，特別是現在的國中生，生為數位原生世代，對閱讀的涉入程度及影響其意願的各種變項，與從前有顯著差異。故本文以提升國中生閱讀及購買意願為目的，調查網路口碑對其閱讀意願與購買意願的影響。本研究採用問卷調查法，對象設定為國中生，以學者提出的量表測量網路口碑對其閱讀意願與購買意願的影響程度，並探討不同的涉入程度，是否干擾網路口碑對其閱讀意願與購買意願的影響程度。研究結果顯示：一、網路口碑對讀者閱讀意願有顯著影響，二、網路口碑對讀者購買意願有顯著影響，三、涉入程度不會干擾網路口碑對於讀者閱讀意願的影響性，四、涉入程度正向干擾網路口碑對於讀者購買意願的影響性。本研究結果可提供學校教師、家長在選擇閱讀書籍時參考，書籍出版、推廣者亦可依此調整若干。
並列摘要
Since the popularization of the internet, people's access to information has been significantly changed, especially today's junior high school students, as digital natives; their degree of involvement in reading and the effect of their willingness on various variables which is significantly different from in the past. Therefore the purpose of this study is to investigate the influence of online word of mouth on reading and purchase intention of junior high school students. In this research project, a questionnaire survey was used to fathom these junior high school students and with the scale appraisal, proposed by scholars to measure online word of mouth on reading intention, purchase intention and to explore if the different degree of involvement will interfere in online word of mouth on both aspects. The results showed: 1. online word of mouth has a significant effect on readers' reading intention, 2. online word of mouth has a significant effect on purchase intention, 3. the degree of involvement does not interfere with online word of mouth effect on readers' reading intention, 4. the degree of involvement has a positive impact on online word of mouth effect on readers' purchase intention. The results of this research can provide school teachers and parents the choice of reading and reference books while promoters can also do some adjustments.
參考文獻
延伸閱讀
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