影響電子口碑行銷之研究-以美妝產業為例

The impact of electronic word-of-mouth: The case of makeup and beauty care.

林瑞雲(Ruei-yun Lin)

指導教授 ： 范懿文

國立中央大學/管理學院/資訊管理學系/碩士(2012年)

摘要

伴隨著科技的發展與進步，各式各樣的電子商務交易方式與媒介平台應運而生。就商務實務而言，口碑一直以來都是最有影響力的行銷管道之一，近年來，因為網際網路的發展，易傳播且無遠弗屆的電子口碑之影響力逐漸超過傳統口碑。
電子口碑之所以盛行，除了速度快、低成本、能跨越時間及空間的障礙之外，尚可儲存紀錄供查閱之特性。但網路言論通常由陌生人所提供且具有匿名性，另外，網路詐騙與寫手事件層出不窮，這些都會影響消費者知覺風險及知覺電子口碑是否可信。因此本研究透過資訊驗證模式和推敲可能性模式的架構，針對影響電子口碑可信度之因素與電子口碑被採用之因素進行分析與研究。
本研究採用網路問卷調查方式進行資料的蒐集，並使用PASW Statistics 18與SmartPLS統計軟體，檢驗本研究模型與相關假說。研究結果發現： (1) 電子口碑品質對消費者知覺電子口碑可信度有顯著正向影響； (2) 電子口碑數量對消費者知覺電子口碑可信度有顯著正向影響； (3) 來源可信度對消費者知覺電子口碑可信度有顯著正向影響； (4) 消費者經驗對消費者知覺電子口碑可信度無顯著影響； (5) 消費者涉入程度對消費者知覺電子口碑可信度無顯著影響； (6) 當消費者認為電子口碑可信，則對其採用電子口碑有顯著正向影響。

關鍵字

涉入程度 ； 可信度 ； 口碑採用 ； 電子口碑

並列摘要

With development and progress of technology, various types of electronic commerce trading and platform have appeared. With regard to commerce in practice, electronic word of mouth (eWOM) is one of the most influence channels of communication in marketplace. The advantages of eWOM include exceptional speed, lower cost, measurable, cross time and space constraints. However, online comments are usually written by stranger. Anonymity and online fraud effect consumer perceived risk and consumer perceived eWOM credibility. In this research, we used ELM and related literatures to develop a research framework to examine the factors of eWOM adoption.
We examine two specific issues: (1) How would eWOM quality, numbers of eWOM, source credibility, consumer experience, consumer involvement affect a user’s credibility evaluation of eWOM, (2) How would consumers perceived eWOM credibility influence its adoption.
The data was collected through quasi-experimental design combined with online questionnaire on the Internet. The findings are: (1) eWOM quality has significant effect on consumer perceived eWOM credibility. (2) Numbers of eWOM has significant effect on consumer perceived eWOM credibility. (3) Source credibility has significant effect on consumer perceived eWOM credibility. (4) Consumer experience has no significant effect on consumer perceived eWOM credibility. (5) Consumer involvement has no significant effect on consumer perceived eWOM credibility. (6) Consumer perceived eWOM credibility has significant effect on eWOM adoption.

並列關鍵字

involvement ； credibility ； eWOM ； eWOM adoption.

參考文獻

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