網路訊息對說服效果之影響—以訊息信任為中介變數

The Influence of Information on Persuasion—The Mediation Effect of Message Trust

江承翰(Cheng-Han Jiang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

隨著消費者互動形式在網路上興起，越來越多的消費者會基於網路口碑的內容來制定購買決策，而以往廠商的廣告影響力則在逐漸下降，網路口碑儼然成為消費者購買決策中重要的一環。
當消費者有充分的動機與處理訊息的知識能力時，他們便會對訊息的內容仔細地推敲與評估。再者網路上的匿名性，使得消費者對賣方缺乏信任，也對網路上的訊息產生懷疑造成網路交易最大的阻礙，所以取得消費者的信任是網路交易中最關鍵的因素。故本研究嘗試以訊息品質、訊息數量與訊息推薦來源三項構面來探討網路訊息是否會透過訊息信任來對後續說服效果中的購買意願、產品態度、口碑擴散產生影響。
本研究採驗證性方法，以問卷調查方式進行，以網路訊息為主題並以數位相機網路論壇為研究對象，回收408份有效樣本，並以LISREL進行實證分析，結果發現理論模式適配情形良好，研究結果多數假設被支持，證實網路訊息會對信任產生影響，進而產生說服之效果。

關鍵字

網路口碑 ； 訊息信任 ； 訊息品質 ； 說服效果

並列摘要

As the interactions between consumers are rising on the Internet, more and more consumers make their purchase decisions depending on the online word-of –mouth, and, the influences of the advertisements from the industries are lowering gradually. Thus, the online word-of-mouth has become an important element among the consumer purchase decision process.
When consumers have enough motivations and the knowledge ability to handle all the messages, they will consider and evaluate carefully about the context of the messages. On the other hand, Internet anonymity makes consumers losing their trust to the sellers, and doubting the messages from the internet. These all resulted in the biggest barrier to the online trade. Therefore, earning the trust of the consumers is the key point in online trade. To conclude, this study use message quality, message quantity and message source as three aspects to discuss that if online message would, through message trust, influence the purchase intention, attitude and spread of word-of-mouth of the follow-up persuasive effects.
We distribute questionnaires to the companies which fit in our research topic, there are digital camera forum. This paper used 406 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The results show that Internet message and persuasive effects have positive relationship through message trust.

並列關鍵字

Online Word-of-Mouth ； Message Trust ； Message Quality ； Persuasion

參考文獻

[4] 李文伶，「網路口碑之影響因素研究」，碩士論文，元智大學管理研究所，桃園，2003。

[10] 黃聆怡，「電子口碑效果與網路合購行為之研究」，碩士論文，國立臺灣大學管理學院國企所，台北，2008。

[24] Dale, F. Duhan, Scott D. Johnson, James B. Wilcox, and Gilbert D. Harrell. “Influences on Consumer Use of Word-of-Mouth Recommendation Sources,” Journal of Academy Marketing Science Vol. 25, Iss. 4, 1997, pp.283-295.

[6] Applegate, L. M., C. W. Holsapple, R. Kalakota, F. J. Radermacher, and A. B. Whinston, “Electronic Commerce：Building Blocks of New Business Opportunity.”Journal of Organization Computer Electronic Commerce, 1996, pp 1-10.

[1] Ahituv, N., A systematic Approach Toward Assessing the Value of an Information System, MIS Quarterly, Vol .4 , No. 4, 1980, pp .61-75.