電子口碑接受度與再傳播意圖前因之研究

Factors Affecting the Acceptance of Electronic Word-of-Mouth and Resending Intention

翁育群(Yu-Chun Weng)

指導教授 ： 阮金聲

國立中正大學/管理學院/資訊管理學系/碩士(2015年)

摘要

網際網路的發展隨時間蓬勃的發展，不論是在網路上獲取資訊、與他人溝通、亦或是在線上傳播資訊與線上購物，皆成為人們日常生活中重要的一環，其具有極大的商機，並還有許多成長的空間。因此，如何吸引網路使用者的目光成為了重要的議題。近年來成長最快速的商品莫過於智慧型手持裝置，其在未來還有可觀的成長空間，故如何行銷智慧型手機使消費者願意購買或告訴其他消費者有關此產品的資訊變的日益重要。

本研究透過網路以及實體發放問卷，探討影響消費者接受電子口碑的因素，總共蒐集到410份有效問卷，研究結果發現論點品質以及資訊來源可信度皆會正向影響電子口碑接受度，而電子口碑接受度會正向影響再傳播意圖，而關係強度對於資訊來源可信度與電子口碑接受度之間有負向的干擾效果，本研究的關鍵變數電子口碑接受度的R2為0.437，表示具有良好的解釋能力。

關鍵字

論點品質 ； 資訊來源可信度 ； 關係強度 ； 電子口碑接受度 ； 再傳播意圖 ； 電子口碑

並列摘要

Owing to the growth of Internet, people tend to use Internet to get new information, communicate with each other, send information, or go online shopping. Internet has become an important part of everyone’s daily life. Internet has great opportunities and potential to development. Then it is a key issue that how to attract the Internet users’ attention in the future. In recent years, smart phone undoubtedly has become the fastest growing commodity. It has a niche market so how marketing smart phones in order to let consumers willing to buy or tell other consumers the information about the product becomes a popular issue to focus on.

This study used the Internet and entity questionnaires, choosing the people who had been to the online mobile forum. In order to discuss the factors which are affecting the acceptance of electronic Word-of-Mouth. The results of an empirical analysis based on a sample of 410 valid questionnaires shows that argument quality and the source credibility has positive influence to the acceptance of eWOM； eWom has positive influence to the resending intention. Tie strength was found to weaken the relationship between source credibility and the acceptance of eWOM.

並列關鍵字

resending intention ； source credibility ； tie strength ； the acceptance of eWOM ； argument quality ； electronic Word-of-Mouth

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