網路購買手機行為之研究—網路口碑的影響

Research of Cellular Phone Purchasing on the Website—The Impact of electronic Word-of-Mouth

張雅茜(Ya-Chien Chang)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000312

摘要

隨著科學技術的進步，使通訊產業也得以帶動，造就現今行動電話普及化，使得行動電話廠商的競爭激烈，故廠商需不斷發展產品的相關屬性來回應市場及環境的變化。此外，網際網路已成為人們生活中不可或缺的一部份，不論是電腦普及率與網路使用率都是持續增加的。根據研究機構BIG research (2009)的調查顯示有87%消費在購物之前，會上網搜尋產品資訊與其他使用者的評價，然後再去購買，網路口碑確實已成為目前消費者主要的參考資訊來源。
本研究目的為分別探討消費者在購買前後，對於產品屬性的重視程度，是否影響搜集/散佈網路口碑之行為且如何影響消費者在購買前產品評估之滿意度及購買後之顧客滿意度；探討消費者購買前搜集網路口碑之行為，對消費者購買前產品評估之滿意度，形成何種影響；此外，探討消費者購買後之顧客滿意度對散佈網路口碑之行為的影響；最後，探討於消費者購買前搜集網路口碑之行為，於消費者產品屬性的重視程度對購買前產品評估之滿意度之中介效果；購買後之顧客滿意度，於產品屬性之重視程度對散佈網路口碑之中介效果。
研究結果顯示：(1)消費者對於產品屬性的重視程度與搜集網路口碑具有顯著的影響。(2)產品屬性的重視程度，會正向影響散佈網路口碑之行為。(3)消費者對於產品屬性之重視程度，會正向的影響購買後之顧客滿意度。(4)消費者購買後的顧客滿意度對散佈網路口碑之行為具有顯著的影響。(5)資訊搜集正面網路口碑之行為，會正向影響購買前產品評估之滿意度。(6)消費者購買前的搜集網路口碑之行為，在產品屬性之重視程度對購買前產品評估滿意度的影響裡，產生中介效果。(7)在購買後之顧客滿意度，於產品屬性之重視程度對散佈網路口碑之行為，產生中介的影響。

關鍵字

產品評估 ； 產品屬性 ； 顧客滿意度 ； 網路口碑

並列摘要

With the science and technology progress, the communication industry is to develop and it creates the mobile phone to become universal. As the mobile phone manufacturers compete intensely, they need to develop the product attribute which responds the market and environment. In addition, Internet becomes an indispensable in our life. According to the BIG research (2009), there are 87% of consumers who will search the product information and the evaluation of other users before purchasing. The electronic word-of-mouth really becomes customers’ main sources of information.
The research is about product attribute whether affects the survey/dissemination electronic word-of-mouth or not. And the product attribute how to affect the customer satisfaction. It is about survey electronic word-of-mouth how to impact the customers’ product evaluation before purchasing. It is to explore customer satisfaction will affect the dissemination electronic word-of-mouth after purchasing. Finally, the research will test a mediating effect of survey electronic word-of-mouth and a mediating effect of customer satisfaction after purchasing.
The result shows that：(1) the product attribute is a significant impact on survey electronic word-of-mouth, (2) the product attribute is positive influence on dissemination electronic word-of-mouth, (3) after purchasing, the product attribute is a positive influence on customer satisfaction, (4)after purchasing, the customer satisfaction is a significant impact on dissemination electronic word-of-mouth, (5)the positive of survey electronic word-of-mouth is a positive influence on customers’ product evaluation before purchasing, (6)before purchasing, the mediating effect of survey electronic word-of-mouth on product attribute and customers’ product evaluation is supported, (7)after purchasing, the mediating effect of customer satisfaction on product attribute and dissemination electronic word-of-mouth is supported.

並列關鍵字

Product Evaluation ； Produce Attribut ； Customer Satisfaction ； Electronic Word-of-Mouth

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