口碑網站使用者涉入程度與消費行為之關聯性研究─ 以「i TRY試用情報網」為例

The Degree of Involvement and Consumer Behavior of Word-of-Mouth Website Users-- Case of www.itry.com.tw

李雅雯(Ya Wen Lee)

指導教授 ： 劉立行

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2008年)

摘要

目前傳統的廣告手法因為受到了資訊氾濫的干擾，使得廣告效益大不如前，而運用媒體關注的力量和消費者的口碑推薦，反而會產生更好的宣傳效果。運用消費者的口碑推薦，讓公司和產品成為消費者談論的話題。這樣的廣告效益，約是傳統方法的三到五倍。而網際網路的盛行促使網路的口碑傳播更為便利、有效率，數位化口碑的擴散可以多種方式進行傳播，例如：網路社群、一般網站討論區、朋友間的即時通訊對談、電子佈告欄(BBS)、電子郵件…等。
本研究聚焦於台灣第一大試用品索取網站— i TRY試用情報網，研究網站涉入程度、口碑說服效果、使用品索取行為與消費者消費行為的關聯性，並以i TRY試用情報網會員為抽樣對象，共回收176份有效問卷，並以SPSS軟體進行各項資料分析方法，得到的實證結果如下：
一、使用者網站涉入程度對消費行為有顯著影響
二、網路口碑說服效果對消費行為有顯著影響
三、使用者索取使用品的次數和購買行為次數沒有顯著相關

關鍵字

口碑行銷 ； 消費者行為 ； 涉入行為 ； i TRY試用情報網 ； Bzzagent公司

並列摘要

Nowadays, traditional marketing methods have not raised sale volume successfully, and the same blubs can’t attract consumers anymore. Therefore comes to a new marketing mode- word-of-mouth marketing. By using consumer's oral traditions recommendation, lets the company and the product becomes the topic which the consumer discusses. The advertisement benefit is approximately the conventional routes three to five times. However, the Internet urges network's oral traditions dissemination to be more convenient, effectiveness. And the digitizing oral traditions' proliferation maybe many kinds of ways carry on the dissemination, for example: The network social group, immediate communication between the general website discussion of area, electronic bulletin board (BBS), the email, etc.
This research focuses on the biggest trial products demanding website in Taiwan - i TRY.com, studies the website to ford into the degree, the oral traditions to convince the effect, to cause the thing claim behavior and the consumer behavior relatedness, and take the members of i TRY.com as the sampling object, altogether recycles 176 effective questionnaire, and carries on each item of material analysis method by the SPSS software, obtains the real diagnosis result is as follows: First, the user website fords into the degree to have the remarkable influence to the consumer behavior Second, the network oral traditions convince the effect to have the remarkable influence to the consumer behaviors. Third, the user demands cause the number of times and the purchase behavior number of times are not remarkable related.

並列關鍵字

Word-of-Mouth marketing ； Consumer behavior ； Involvement behavior ； i TRY.com.tw ； Bzzagent Corporation

參考文獻

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