網際網路發達的現代社會，對人們搜尋資訊的方法造成了劇烈的影響，透過網際網路進行資訊與知識的搜索及傳遞已是現代人生活中不可或缺的一環。現代社會的人們對於網路的依賴，更是以往無可比擬的。因此漸漸的人們於現實中的社群也開始移轉至虛擬的網路世界，不論是於網路互相交流傳遞資訊亦或提供各種意見想法，供其社群成員參考交流的關係也變得更為緊密與頻繁。而此種基於人際之間的關係與信任感，在網路訊息的交換與評價上，比起大眾媒體確實更勝一籌。
而近年來興起的一股臉書打卡熱潮，更是讓許多人趨之若鶩，因而每到一個地點，就要「打卡（Check-in）」一下。並透過文字的編輯或影音檔案的附加，向其社群成員宣示一番，告訴社群成員自己於何時何地與誰一起完成了什麼事。而此種網路打卡行為所產生之效果，與口碑傳播或有幾分相似。因此本試圖研究運用口碑傳播理論去探究：網路打卡行為之口碑傳播效果，與其效果對消費者購買決策所造成之影響。
本研究之研究對象為臉書使用者（無論是否使用過打卡功能）為本次研究對象，並透過網路問卷之方式進行資料收集，共收回327份問卷，有效問卷共計300份。實證分析之結果顯示，網路打卡訊息確實具有口碑傳播效果，各種網路打卡訊息將提高受訪者對被打卡之商家（本研究為髮廊或沙龍），且會優先考慮對親友曾打卡過之商家進行消費行為。然而消費者於不同產業或服務類型之打卡動機可能有所不同，因此各類型商家於進行打卡優惠活動時，應確實了解消費者打卡動機與臉書使用者於臉書上瀏覽打卡動態之喜好，如此才能有效規劃合適且有效的優惠活動，進一步吸引更多消費者前往消費與進行網路打卡的網路口碑宣傳。

In our modern society with developed network technology, it really influence our method for searching information greatly. Modern people can’t search and transfer information and knowledge without internet. Modern society people rely on network is unparalleled in the past. And because of this, we also shift our community in real world to virtual world. No matter change information or provide different opinion to our virtual community member, it does make our relationship more closely. And this kind of relationship between people is better than mass media on internet message’s change and evaluation.
These years a wave for Facebook check-in started, and made a lot of people crazy for it. So when they get to a place, they just need to 「Check-in」. And add some narratives or photo with it. To declare to their community members, what just he(she) did、at where、at what time and with who. And this kind of effect made by check-in is somewhere like Word-of-Mouth (WOM) effect. So this research is trying to find out this kind of check-in’s WOM effect and how can it influence consumer’s purchasing decision with theory of WOM.
This research will focus on 300 Facebook’s users (no matter whether used check-in or not). And through questionnaire online. In conclude, check-in service indeed have the effect of WOM. Any kind of check-in message will influence the user’s virtual community members generate interested in those store, and those members will have more high willingness to visit or consume at it. However, consumer may have different motivation when they check-in at different kinds of business. Therefore when business owners conducting check-in promotions, they should check why consumer check-in and what kind of message facebook users like to read at first. And according to this, to do their promotions. So they can get a better effect, and attract more consumer to consume, or make more online word-of-mouth through chek-in.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論1
第一節 研究動機1
第二節 研究目的 5
第三節 研究問題 6
第四節 研究流程 6
第二章 文獻探討 7
第一節 口碑傳播 7
第二節 社群網站 15
第三節 網路打卡 18
第四節 網路口碑 20
第三章 研究設計 27
第一節 研究架構 27
第二節 研究模式 28
第三節 研究方法 38
第四章 資料分析 41
第一節 樣本結構分析41
第二節 信度與效度分析52
第三節 樣本結構與研究變數相關性分析58
第四節 研究假設之迴歸驗證分析 67
第五章 結論與建議81
第一節 研究結論 81
第二節 研究貢獻與管理意涵83
第三節 研究限制與未來建議84
參考文獻85
附錄─網路口碑傳播效果對消費者購買決策之影響─以美髮服務業為例之研究問卷94

中文文獻
方正璽，2007，認知風險、產品類型與口碑對偶之關係，國立台灣科技大學企業管理學系博士論文。
吳明隆，2007，SPSS統計應用學習實務，台北：知城。
吳明隆，2009，SPSS操作與應用問卷統計分析實務，台北：五南圖書。
林彥宏，2005，網路口碑對消費者購買決策影響之探討，國立中央大學企業管理研究所碩士論文。
胡詩憶，2011，Facebook Places 使用意圖影響因素之探討，國立中正大學電訊傳播研究所。
留淑芳，2003，網路口耳相傳訊息特性及接收者行為特質對態度行程之影響，國立臺灣大學商學研究所碩士論文。
馬千惠，2012，網路打卡的口碑傳播效果對消費者購買決策影響之研究－以餐飲業為例，國立中山大學傳播管理研究所碩士論文。
陳怡安，2009，口碑基本概論：以口碑領域文獻為依據，國立台灣科技大學企業管理學系碩士論文。
傅珮雯，2011，Facebook網站上口碑行為之研究，國立中山大學企業管理學系碩士論文。
費翠，2001，網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究，國立政治大學廣告學系碩士論文。
劉芝安，2012，行動社群口碑傳遞動機之初探，國立台灣科技大學企業管理學系碩士論文。
鄭緯筌，2010年8月19日，Facebook Places 問市，與Foursquare及Gowalla等化干戈為玉帛，數位時代。上網日期，2011年9月29日。取自http://www.bnext.con.tw/article/view/cid/0/id/15837


西文文獻
Arndt, J. A. 1967. A. Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4: 291-295
Arndt, J. A. 1967. B. Word of Mouth Advertising: A Review of the Literature. New York: Advertising Research Federation.
Arndt, J. A. 1968.Selective Process in Word-of-mouth. Journal of Advertising Research. 8: 19-22.
Bansal, H. S. and Voyer, P. A. (2000). Word-of-mouth process within a service purchase decision context. Journal of Service Research. 3(2): 166-177.
Baron, R. M., & Kenny, D. A. 1986. The moderator-mediator variable distinction in social psychology research: Conceptual, strategic and statistical considerations, Ournal of Personality and Social Phychology, 51(6):1173-1182.
Bass F. M. 1969. A New Product Growth Model for Consumer Durables. Management Science, 15(5): 215-217.
Bauer, R A. 1960. Consumer behavior as risk taking, in R. S. Hancock (ED.). Dynamic Marketing for a Changing World. Proceedings of the 43rd Conference of the American Marketing Association. 389-398.
Belch, G. E. and Belch, M. A. 1990. Introduction to Advertising and Promotion Management.
Bettman, James R. 1979. An Information Processing Theory of Consumer Choice.
Bitner, M. J. 1990. Determinants of Word-of-Mouth Communications during Product Consumption. Advances in Consumer Research, 19: 579-583.
Blickart, B. and Schindler, R. M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing. 15(3): 31-40.
Bloch, P. H. and Richins, M. L. 1982. A theoretical model for the study of product importance perception. Journal of Consumer Research. 47: 69-81
Bone, P. F. 1992. Determinants of Word-of-Mouth Communications during Product Consumption. Advances in Consumer Research. 19: 579-583.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgment. Journal of Business Research, 32: 213-223.
Briggs, R. and Hollis, N. 1997. Advertising on the Web: Is There Response before Click-Through? Journal of Advertising Research, 4. 33-45.
Bristor, J. M. 1990. Enhanced explanations of word of mouth communications: The power of relationships. Research in Consumer Behavior. 4: 51-83.
Brown, J. J. and Reingen, P. H. 1987. Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research. 14(12): 350-362.
Brown, S., Kozinets, R. V., and Sherry, J. F. Jr. 2003. Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67: 19-33.
Cova, B. 1997. Community and Consumption: Towards a Definition of the Linking Value of Products or services. European Journal of Marketing, 31: 297-316.
Cox, D. F. 1962. The Measure of Information Value: A Study in Consumer Decision-making, In proceedings of the American marketing association. ED. William Decker. Chicago: American Marketing Association, 413-421.
Cox, D. F. 1967. Risk Taking and Information Handing in Consumer Behavior. Boston: Harvard University Press.
Crane, F. G. and Lynch, J. E. 1988. Consumer Selection of Physicians and Dentists: A Examination of Choice Criteria and Cue Usage. Journal of Health Care Marketing. 8(3): 16-19.
Cunningham, S. M. 1967. The major dimension of perceived risk, in Donald F. Cox(ED.), Risk Taking and Information Handling in Consumer Behavior, Boston. Harvard University Press. 82-108.
Devellis, R. F. 1991. Scale Development Theory and Applications. Newbury, CA: Sage Publications.
Dholakia, R. R. and Sternthal, B. 1977. Highly Credible Source: Persuasive Facilitator or Persuasive Liabilities? Journal of Consumer Research. 3(3). 223-232.
Dowling, G. R. and Staelin, Richard 1994. A model of perceived risk and intended risk-handling activity. Journal of Consumer Research. 21(1): 119-133.
Duan, W., Gu, B. and Whinston, A. B. 2008. The dynamics of online word-of-mouth and product sales－An empirical investigation of the movie industry. Journal of Retailing. 84(2): 233-242.
Ducoffe, H. R., (1996. Advertising Value and Advertising on the Web. Journal of Advertising Research. 36(5): 21-35.
Duhan, D. F., Johnson, S. D., J., Wilcox, J. B. and Harrell, G. D. 1997. Influences on Consumer Use of Word-of-Mouth Recommendation Sources. Journal of the Academy of Marketing Science. 25(4): 283-295.
Engel, J. F., Blackwell, R.D., and Miniard, P. W. 2001. Consumer Behavior. Orlando Florida: Harcourt Inc.
Engel, J. F., Kegerreis, R. D. and Blackwell, R. J. 1969. Word-of mouth communication by the innovator. Journal of Marketing, 33(3): 15-19.
Feick, L. F. and Price, L. L. 1987. The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51: 83-97.
Foster, M. K., Francescucci, A. and West, B.C. 2010. Why Users Participate in Online Social Networks. International Journal of e-Business, 4(1): 3-19.
Frenzen J. K. and Davis, H. L. 1990. Purchasing Behavior in Enbedded Markets. Journal of Consumer Research. 17(1): 1-12.
Frenzen, J and Nakamoto, K. 1993. Structure, Cooperation and the Flow of Market Information. Journal of Consumer Research. 20: 360-375.
Friestad M. and Wright, P. 1994. The persuasion knowledge model: How people cope with Persuasion attempts. Journal of Consumer Research. 21(3): 1-31.
Garretson, J. A. and Clow, K. E. 1999. The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Services Marketing. 13(1): 59-72.
Gelb, B. D., and Sundaram, S. 2002. Adapting to word of mouse. Business Horizons, 45(4): 21-25.
Gershoff, A. D. and Johar G. V. 2006. Do you Know Me? Consumer Calibration of Friends’ Knowledge. Journal of consumer Research, 32: 496-503
Gilly, Mary C., Graham, J. L., Wolfinbarger, M. F. and Yale, L. J. 1998. A Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science. 26: 83-100.
Godes, D. and Mayzlin, D. 2004. Using Online Conversations to Measure Word of Mouth Communication. Marketing Science. 23(4): 545-560.
Granitz, Z. A., and Ward, J. C. 1996. Virtual community: A Sociocognitive Analysis. Advance in Consumer Research. 23: 61-166.
Granovetter, M. S. 1973. The Strength of Weak Ties. American Journal of Sociology. 78: 1360-1380.
Gremler, D. D., Gwinner, K. P. and Brown, S. W. 2001. Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management. 12(1): 41-59.
Hanson, W. 2000. Principles of Internet Marketing. South-Western College Publishing
Henning-Thurau, T., and Walsh, G. 2003. Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Herr, P. M., Kardes, F. R. and Kim, J. 1991. Effects of Word-of-Mouth and Product Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4): 454-462
Hoffman, D. L. and Novak, T. P. 1996. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60: 50-68.
Hovland, C. and Weiss, W. 1951. The Influence of Source Credibility on Communication Effectiveness. American Association for Public Opinion Research.
Hugstand, P., Taylor, J. W., and Bruce, G. D. 1987. The Effects of Social Risk on Consumer Information Search, Journal of Service Marketing. 1: 47-52.
Kaplan, A. M. and Haenlein. M. 2010.Users of the World Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53: 59-68.
Katona, G., and Mueller, E. 1955. A study of Purchasing Decision. In Consumer Behavior: The Dynamics of Consumer Reaction. L. H. Clack, ed. New York: New York University Press. Measurement 34(1): 111-117.
Katz, E and Lazarsfeld, P. E. 1995. Personal Influence. New York: Free Press, 1-12
Keavency, S. M. 1955. Customer switching behavior in service industries: An exploratory study. Journal of Marketing. 59(4): 71-82
Keiningham, T. L., Aksoy, L., Cooil, B. and Andreassen, T. W. 2008. Net Promoter, Recommendations, and Business Performance: A Clarification on Morgan and Rego, Marketing Science, 27(3): 531-532.
Khare, A., Labrecque, L. I., and Asare, A. K. 2011. The assimilative and contrastive effects of word-of-mouth volume: An experimental examination of online consumer ratings. Journal of Retailing. 87(1): 111-126.
Kiel, G. C. and Layton, R. A. 1981. Dimensions of consumer information seeking behavior. Journal of Marketing Research. 18: 233-239.
Kotler, P. and Keller, K. L., 2007. A Framework for Marketing Management, 3rd ed. New Jersey. Pearson Prentice-Hall. Inc.
Kozinets, R. V. 2010. Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption. Journal of Consumer Research, 39: 61-72.
Kozinets, R. V., de Valck, K, Wojnicki, A. C., and Wilner, S. J. S. 2010. Networker Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74: 71-89.
Lau, G. T. and Ng. S. 2001. Individual and situational influencing negative word-of-mouth behavior. Canadian Journal Administrative, 18: 163-178
Lazardfeld, P. F. 1940. Radio and the printed page; An Introduction to the Study of Radio and its Role in the Communication of Ideas. New York: Duell, Sloan and Pearce.
Lindqvist, J., Cranshaw, J., Wiese, J., Hong, J., and Zimmerman, J. 2011. I’m the Mayor of My House: Examining Why People Use Foursquare A Social-driven Location Sharing Application.
Lutz, R.J., and Reilly, P.J. 1973. An exploration of the effects of perceived social and performance risk on consumer information acquisition In Ward, S., Wright, P. (Eds). Advances in Consumer Research. 393-405.
MacInnis, D. J. and Jaworski, B. J. 1989. Information Processing from Advertisements: Toward an Integrative Framework. Journal of Marketing. 53(10): 1-23.
McWilliam, G. 2000. Building Stronger Brands Through Online Communities. Sloan Management Review. 41(Spring): 43-54.
Midgley, D. F. 1983. Patterns of Interpersonal Information Seeking for the Purchase of a Symbolic Product. Journal of Marketing Research. 20(1): 74-83.
Mishra, S., Umesh, U. N. and Stem, D. E. Jr. 1993. Antecedents of the Attraction Effect: An Information-Process. Journal of Marketing Research. 30: 331-349.
Mizerski, M., and Harris J. 1997. Individual Differences in the Pursuit of Self-Uniqueness through consumption. Journal of Applied Social Psychology, 27(21): 1861-1883
Mizerski, R. W. 1982. An Attribution Explanation of the Disproportionate Influence of Unfovorable Information. Journal of Consumer Research. 9.
Murray, K. B. 1991. A Test of Service Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing. 55: 10-25.
Murray, K. B. and Schlacter, J. L. 1990. The impact of service versus goods on consumers assessment of perceived risk. Journal of Academy of Marketing Science. 18(1): 51-65.
Newman, J. C. and Staelin, R. 1971. Multivariate analysis of differences in buyer decision time. Journal of Marketing Research. 8: 192-198.
Park, C. W. and Lessing, V. P. 1981. Familiarity and its Impacts on Consumer Decision Biases and Heuristics. Journal of Consumer Research. 8(12): 223-230.
Raacke, J. and Bonds-Raacke, J. 2008. MySpace and Facebook: Applying the Users And Gratifications Theory to Exploring Friend-Networking Sites. CyberPsychology and Behavior, 11(2): 169-174
Rao, A. R. and Monroe, B. 1988. The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research. 15: 53-264.
Reigen, P. H., and Kernan, J. B. 1986. Analysis of Referral Networks in Marketing: Method and Illustration. Journal of Marketing Research. 23(4): 370-378.
Reuben, M. B. and Kenny, D. A. 1986. The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Stati stical Considerations. Journal of Personality and Social Psychology. 51(6): 1173-1182.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied customers: a pilot study. Journal of Consumer Research. 10: 73-82.
Rindfleish, A. and Moorman, C. 2001. The acquisition and utilization of information in new product alliances: A strength-of-ties perspective. Journal of Marketing. 65(2): 1-19.
Rindings, C., Gefen, D., and Arinze, B. 2002. Some Antecedents and Effects of Trust in Virtual Communities. Journal of Strategic Information Systems. 11(3-4): 271-295.
Rogers, E. M. 2003. Diffusion of Innovations, 5th ed. New York: Free Press.
Schiffman, L. G. and Kanuk, L. L. 1997. Consumer Behavior. Prentice Hall. New Jersey.
Sheth, J. N. 1971. Word-of-Mouth in Low Risk Innovations. Journal of Advertising Research, 11(3): 15-18.
Silveman, G. 2001. The power of word of mouth. Direct Marketing, 64(5): 47-52.
Solomon, M. R. 1997. Consumer Behavior. Prentice-Hall. Upper Saddle River. NJ.
Still, R. R., Barnes, J. H. Jr., and Kooyman, M. E. 1984. Word-of-Mouth Communication in Low-Risk Product Decision. International Journal of Advertising. 3: 335-345.
Swan, J. E., and Oliver, R. L. 1989. Post purchase communication by consumers. Journal of retailing. 65(4): 473-490.
Tanimoto, J. and Fuiji, H. 2003. A Study of Diffusional Characteristics of Information on a Human Network Analyed by a Multi Agent Simulator. Social Science Journal. 40(3): 479-485.
Thorelli, Hans B. 1971. Concentration of Information Power among Consumers. Journal of Marketing Research. 8: 427-432.
Weiner, J. L. and Mowen, J. C. 1985. Source Credibility on the Independent Effects of Trust and Expertise. Advances in Consumer Research 13. Ed. Las Vegas: NV Association for Consumer Research.
Westbrook, R. A. 1987. Product/ consumption-based affective response and postpurchase processes. Journal of Marketing Research, 24(3): 258-270.
Whyte, W. H., Jr. 1954. The Web of Word of Mouth. Fortune, 50: 140-143.
Wirtz, J. and Chew, P. 2002. The Effects of Incentives, Deal Pronceness, Satisfaction and Tie Strength on Word-of-Mouth Behavior. International Journal of Service Industry Management. 13(2): 141-162.
Wortzel, R. 1979. Multivariate analysis, New Jersey: Prentice Hall.
Yoo, K. H, Gretzel, U. & Zach, F. 2011. Travel opinion leaders and seekers. Information and Communication Technologies in Tou

網站部份
ARO創市際，2013，ARO觀察－台灣社群媒體網站使用概況，ARO觀察。取自http://news.ixresearch.com/?page_id=1534
ARO創市際，2014，ARO觀察－創市際雙周刊第十二期，ARO觀察。取自http://news.ixresearch.com/?p=7482
TWNIC財團法人網路資訊安全中心，2013，2013年台灣寬頻網路使用調查摘要分析，TWNIC。取自http://www.twnic.net.tw/