博碩士論文 etd-0808110-231248 詳細資訊

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姓名

蕭義壇(Yi-Tan Hsiao)

電子郵件信箱

E-mail 資料不公開

畢業系所

資訊管理學系研究所(Information Management)

畢業學位

碩士(Master)

畢業時期

98學年第2學期

論文名稱(中)

認知失調與網路口碑訊息對於購後失調程度、消費者態度及負面口碑傳播意願之影響

論文名稱(英)

The Influence of Electronic Word-of-Mouth and Cognitive Dissonance on Post-Purchase Cognitive Dissonance, Consumer Attitude and Negative Word-of-Mouth Intention

檔案

etd-0808110-231248.pdf

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論文使用權限

電子論文：校內立即公開，校外一年後公開

論文語文/頁數

中文/88

統計

本論文已被瀏覽 5646 次，被下載 5365 次

摘要(中)

由於網路資訊呈現的限制，使得網路購物比傳統購物更容易產生購後認知失調，消費者在產生購後認知失調時，會為了將購買行為合理化而搜尋並瀏覽網路口碑訊息。但是卻少有研究談到消費者在購買商品後受到網路口碑訊息對此次購買商品感受之影響，因此本研究探討消費者在網路上瀏覽他人網路口碑訊息後對於購後認知失調程度、消費者態度及負面口碑傳播意願之影響。研究以實驗法進行了解購後閱讀網路口碑訊息對於消費者的影響，購後認知失調程度採用期望與實際商品感受的差距進行操弄，網路口碑訊息的設計則以內容分析法針對實際網路口碑訊息，設計出為內容「負面訊息多、正面訊息少」之網路口碑訊息。研究結果發現，在高認知失調程度的情況下，閱讀網路口碑訊息對於「認知失調程度」與「消費者態度」並沒有顯著差異，但是卻能使「負面口碑傳播意願」顯著降低。而在低認知失調程度下，閱讀網路口碑訊息則會造成「認知失調程度」顯著上升、「消費者態度」顯著下降與「負面口碑傳播意願」顯著上升。

摘要(英)

Since the limitations for the presentation of information on the internet, shopping online makes consumers feel cognitive dissonance more easily compared with traditional shopping. While experiencing cognitive dissonance after shopping, consumers would search and browse the internet for word-of mouth in order to rationalize their purchase behavior. However, there seems little research for the impact on consumers’ feelings by online word-of-mouth during post-purchase. Therefore, this study is going to be focused on the influence of searching online word-of-mouth on consumer post-purchase cognitive dissonance level, consumer attitudes and intention s to spread negative word-of-mouth. This study is adopted an experiment to understand the effect of reading wording-of-mouth on consumers. The degree of consumer cognitive dissonance is measured by the comparison between the difference of consumer expectation and their feelings in actual products. The word-of-mouth design is applied to content analysis to understand the actual word-of-mouth and thus this is resulted in an online word-of-mouth contented “more negative messages and less positive ones”. According to this research, there is no significant difference between cognitive dissonance and consumer attitude after reading the word-of-mouth in the high degree of cognitive dissonance case; nevertheless, the intention to spread negative word-of-mouth would be significantly decreased. On the other hand, in the low degree of cognitive dissonance case, after reading word-of-mouth, cognitive dissonance would be significantly increased, and consumer attitude could be significantly decreased and negative word-of-mouth intention will significantly increase.

關鍵字(中)

購後認知失調

網路口碑訊息

消費者態度

負面口碑傳播意願

關鍵字(英)

Consumer Attitude

Electronic Word-of-Mouth

Post-Purchase Cognitive Dissonance

Negative Word-of-Mouth Intention

論文目次

致謝辭 i
中文摘要 ii
Abstract iii
表目錄 v
圖目錄 vii
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究方法 3
第四節研究步驟 3
第二章文獻探討 6
第一節認知失調理論 6
第二節網路口碑訊息 9
第三節消費者態度 15
第四節消費者購後行為 18
第三章研究方法 24
第一節研究架構 24
第二節變數的操作性定義 25
第三節研究假設 28
第四節實驗設計 32
第五節問卷設計 44
第六節試測與問卷預試 48
第七節試測結果 48
第四章資料分析 51
第一節敘述統計 51
第二節信校度分析 53
第三節假設檢定 56
第五章結論與建議 64
第一節研究結果與討論 64
第二節研究貢獻 66
第三節研究限制 67
第四節未來研究方向 68
參考文獻 69
附錄一 77

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口試委員

郭峰淵 - 召集委員

林芬慧 - 委員

林信惠 - 指導教授

口試日期

2010-07-27

繳交日期

2010-08-08

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