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研究生：	林俊偉 Lin, Chun-Wei
論文名稱：	影響網路口碑可信度之相關因素 – 以民宿業為例 The Factors Influencing the Credibility of Electronic Word of Mouth Focusing on the Bed and Breakfast Accommodation Industry
指導教授：	蔡燿全 Tsai, Yao-Chuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2011
畢業學年度：	99
語文別：	英文
論文頁數：	57
中文關鍵詞：	網路口碑可信度、資訊性因素、規範性因素、購買意願
外文關鍵詞：	credibility of eWOM, informational factors, normative factors, purchase intention
相關次數：	點閱：120 下載：5
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在網際網路出現後，許多消費者在購物前會在網路搜尋相關之資訊，網路口碑因而大量出現，造成網際網路資訊過載的情況相當普遍，消費者如何在大量的網路口碑中找到可靠的訊息變的相當重要。本研究的目的即是找出影響網路口碑的重要因素。此外，本研究運用雙歷程理論中的二類影響因素，資訊性及規範性因素進行探討; 資訊性因素包含訊息陳述方式、來源可靠度、訊息面向以及論點強度，而規範性因素包含訊息一致性及訊息本身評價。
本研究以模擬一討論墾丁民宿之網路論壇進行實驗設計，參與此次實驗的230位受試者皆曾在購物前上網搜尋網路口碑，並採用迴歸分析來驗證假設。本研究所得之研究結果如下: (1)訊息陳述方式對於網路口碑可信度有正面影響。(2)來源可靠度對於網路口碑可信度有正面影響。(3)訊息面向對於網路口碑可信度有正面影響。(4)論點強度對於網路口碑可信度有正面影響。(5)訊息一致性對於網路口碑可信度有正面影響。(6)訊息本身評價對於網路口碑可信度有正面影響。(7) 網路口碑可信度對於購買意願有正面影響。最後，本研究也對建議民宿業者應瞭解網路論壇具備資訊及規範性因素特徵的重要性。

The main purpose of this study is to find the factors affecting the credibility of electronic word of mouth (eWOM) in the context of the information overload that prevails on the Internet. In this study, we use dual-process theory to determine the informational and normative factors that influences the credibility of eWOM. Informational factors include message framing, source credibility, message sidedness and argument strength while normative factors include message consistency and message rating.
We also focus on eWOM in the form of online discussion forums and use an experimental design to simulate a discussion forum sharing information about bed and breakfast accommodation in a Kenting. Two hundred and thirty respondents who had previously searched for eWOM before purchasing a product or service took part in this experiment.
Our findings indicate that all the informational factors significantly affect the credibility of eWOM. Specifically, the results show that: (1) Message framing has a positive effect on the credibility of eWOM; (2) source credibility has a positive effect on the credibility of eWOM; (3) message sidedness has a positive effect on the credibility of eWOM; and (4) argument strength has a positive effect on the credibility of eWOM.
Moreover, both of normative factors examined in this work also significantly affect the credibility of eWOM, specifically: (1) message consistency has a positive effect on the credibility of eWOM ; and (2) message rating has a positive effect on the credibility of eWOM. The results also show that if a user believed the eWOM, they then used this information when making a purchase decision.
Based on these results, this study suggests that operators of bed and breakfast should know the importance of discussion forum with information and normative characteristics.

Table of Contents
Chapter 1 Introduction………………………………………………………1
1.1 Research Background and Motives…………………………………1
1.2 Research Objective………………………………………………………2
Chapter 2 Literature Review………………………………………………3
2.1 Electronic Word of Mouth……………………………………………3
2.2. Dual-Process Theory…………………………………………………4
2. 3 Credibility of eWOM…………………………………………………5
2.4 Informational Determinants………………………………………6
2.5 Normative Determinants……………………………………10
2.6 Credibility of eWOM and Purchase Intention……………………………..	12
Chapter 3 Research Methodology…………………………………………...	13
3.1 Research Framework………………………………………………………	13
3.2 Experiment Design………………………………………………………...	14
3.3 Questionnaire Design………………………………………………………	21
3.4 Data Collection and Sampling Design……………………………………..	22
3.5 Data Analysis Procedures………………………………………………….	22
Chapter 4 Research Results and Discussion………………………………...	24
4.1 Response Rate and Descriptive Analysis…………………………………..	24
4.2 Reliability and Validity Tests………………………………………………	27
4.3 Correlation Analysis……………………………………………………….	30
4.4 Regression Analysis and Hypothesis Testing……………………………...	32
Chapter 5 Conclusion and Suggestions……………………………………...	41
5.1 Research Conclusion………………………………………………………	41
5.2Contribution………………………………………………………………...	44
5.3 Research Limitations and Suggestions for Future Research………………	45
Reference……………………………………………………………………...	46
Appendix………………………………………………………………………	51
Survey Questionnaire…………………………………………………………..	51

List of Tables
Table 2-1 Summary of studies examining the dimensions of source credibility	8
Table 3-1 Measurement Items for Message Framing………………………….	16
Table 3-2 Measurement Items for Source Credibility…………………………	17
Table 3-3 Measurement Items for Message Sidedness………………………...	18
Table 3-4 Measurement Items for Argument Strength………………………...	19
Table 3-5 Measurement Items for Message Consistency……………………...	19
Table 3-6 Measurement Items for Message Rating……………………………	20
Table 3-7 Measurement Items for Perceived the Credibility of Ewom………..	21
Table 3-8 Measurement Items for Purchase Intention…………………………	21
Table 4-1 Characteristics of respondents……………………………………....	26
Table 4-2 Results of Reliability Tests………………………………………….	27
Table 4-3 Convergent validity and composite reliability of all constructs…….	29
Table 4-4 Correlation matrix of each factor…………………………………...	31
Table 4-5 Linear Regression Analysis of the Effect of Message Framing on Perceived Credibility of eWOM……………………………………………….	33
Table 4-6 Linear Regression Analysis of the Effect of Source Credibility on Perceived Credibility of eWOM……………………………………………….	34
Table 4-7 Linear Regression Analysis of the Effect of Message Sidedness on Perceived Credibility of eWOM……………………………………………….	34
Table 4-8 Linear Regression Analysis of the Effect of Message Strength on Perceived Credibility of eWOM……………………………………………….	35
Table 4-9 Linear Regression Analysis of the Effect of Message Consistency on Perceived Credibility of eWOM……………………………………………	36
Table 4-10 Linear Regression Analysis of the Effect of Message Rating on Perceived Credibility of eWOM……………………………………………….	37
Table 4- 11 Linear Regression Analysis of the Effect of Perceived Credibility of eWOM on Purchase Intention………………………………………………	38
Table 4- 12 Multiple Regression Analysis of the Information factors on Perceived Credibility of eWOM……………………………………………….	39
Table 4-13 Multiple Regression Analysis of the Normative factors on Perceived Credibility of eWOM……………………………………………….	40
Table 5-1 Summary of Results of Hypotheses…………………………………	44

List of Figures
Figure 3-1 Research Framework………………………………………………	13

                                    

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校內：2014-06-29公開
校外：2014-06-29公開

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