探討品牌知名度、網路口碑與消費體驗的組合對購買意願之影響

Exploring The Effect on Purchase Intention Through the Combination of Word of Mouth, Brand Awareness and Experience Consumption

江佳雯(CHIA-WEN JIANG)

指導教授 ： 張友信

朝陽科技大學/管理學院/行銷與流通管理系/碩士(2019年)

摘要

隨著網路科技進步，訊息和溝通技術的進步引發的有趣的社會現象之一是人群力量的巨大和放大。網路的出現使消費者能夠形成以技術為中介的社群，通過這些社群他們可以將公司、產品、服務甚至世界事件交換意見和經驗，消費者在購買商品會透過參考其他消費者的口碑訊息來減少他們的不確定性，而面對網路口碑的意見參考，消費者在實際消費體驗後，在產品知名度及網路口碑衝突的情況下，消費者對此產品是否對購買意願會產生什麼影響?
本研究將透過實驗，為提高實驗之精準度，本研究採用實地研究方法，實驗為1(網路口碑:正面與負面)*2(品牌知名度:知名與不知名)，3.(消費體驗:好與差)組間設計，探討出網路口碑、品牌知名度與消費體驗交叉影響下，消費者對購買意願之影響。
研究結果發現，在品牌知名度、網路口碑與消費體驗的組合不同的情況下，對於消費者而言相較於品牌知名度，網路口碑對於消費者的信任及購買意願都更具影響力。因此建議公司除了建立內部變數，品牌、產品品質外，更要經營外部變數網路口碑，透由正面網路口碑的渲染，取的消費者信任、提升購買意願，創造公司營利。

關鍵字

網路口碑 ； 品牌知名度 ； 消費體驗 ； 品牌信任 ； 購買意願

並列摘要

One of the most interesting social phenomena that has emerged with advances in Internet technology and communication technology is the enormous and magnifying power of the crowd. Because of the advancement of the Internet, consumers can exchange opinions and experiences on companies, products, services and even world events through the community. Consumers will reduce their uncertainty by purchasing other users' word-of-mouth messages when purchasing goods. What is the effect on purchase intention through the combination of word of mouth, brand awareness and experience consumption to consumer?

This research applies experimental method designed 2*2*2 dimensions exploring the effect on purchase intention through the combination of word of mouth, brand awareness and experience consumption. According to the research results, Internet word-of-mouth is more influential than consumers' brand awareness to consumers' trust and purchase intention. Therefore, we suggest that in addition to establishing internal factors of brand and product quality, the company must also operate external factors of network reputation to gain consumer trust, increase purchase intention and create company’ profitability through the influence of positive word of mouth.

並列關鍵字

word of mouth ； brand awareness ； experience consumption ； brand trust ； purchase intention

參考文獻

中文文獻

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英文文獻

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