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研究生: 邱孟訥
Herciu, Ramona-Irina
論文名稱: Linguistic and System-Generated Cues in Online Product Reviews, Credibility Perceptions, and Product Purchase Intentions: The Case Of Wine
Linguistic and System-Generated Cues in Online Product Reviews, Credibility Perceptions, and Product Purchase Intentions: The Case Of Wine
指導教授: 陳正忠
Chen, Jeng-Chung
學位類別: 碩士
Master
系所名稱: 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年: 2016
畢業學年度: 104
語文別: 英文
論文頁數: 161
外文關鍵詞: Online consumer reviews (OCRs), Language expectancy theory, Social information processing theory, Linguistic intensity, Linguistic formality, Jargon, Number of followers, Perceived credibility, Intention to purchase, Wine, Wine reviews, Wine mobile applications (Apps)
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  • The present study investigates the effects of linguistic cues in online product reviews and system-generated cues in reviewer’s profiles in a mobile application (App) setting, and their effects on users’ credibility perceptions and product purchase intentions. On one side, based on Language Expectancy Theory (LET) we examine whether the linguistic characteristics of reviews, such as linguistic intensity, formality, and jargon, influence credibility perceptions and product purchase intention, and on the other side, based on Social Information Processing Theory (SIPT), we verify whether the system-generated cues provided in reviewers’ profiles in mobile apps, such as the number of followers, also affect credibility perceptions and intention to buy. Within this specific framework, wine is our target product, wine reviews are our main focus, and wine consumers with English proficiency are our end respondents. The evaluation of the constructs is derived from existing literature on online product reviews, credibility perceptions and purchase intention, as well as computer-mediated communication (CMC), mobile apps and system-generated cues provided by IT artifacts. An experimental between-subjects research design is proposed to test our research model and relationships, and our results confirm the influence of linguistic and system-generated cues on credibility perceptions and product purchase intentions.

    TABLE OF CONTENTS ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS IV LIST OF TABLES IX LIST OF FIGURES XI CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 2 1.1.1 Importance of Online Consumer Reviews (OCRs) on Mobile Apps 2 1.1.2 Wine as a Complex Product, Role of Information and Wine Reviews. 3 1.1.3 Importance of Mobile Apps and Oenological Context. 6 1.1.4 The Global Wine Market. 10 1.2 Research Objectives. 13 1.3 Research Contributions. 13 1.4 Research Procedures and Scope of Study. 14 1.5 Structure of the Paper. 15 CHAPTER TWO LITERATURE REVIEW 17 2.1 Literature on Online Consumer Reviews (OCRs). 17 2.1.1 Language Expectancy Theory (LET). 20 2.1.2 Linguistic Characteristics in Reviews and Credibility. 21 2.1.3 Linguistic Intensity. 24 2.1.4 Linguistic Formality. 26 2.1.5 Jargon. 27 2.2 Web 2.0 and Mobile Applications (Mobile Apps). 28 2.2.1 Literature on Mobile Applications (Mobile Apps). 30 2.2.3 Features of Oenological Mobile Apps. 32 2.3 Literature on System-Generated Cues and Impression Formation. 34 2.3.1 Social Information Processing Theory (SIPT). 36 2.3.2 Vivino User Profiles: Number of Followers. 38 2.4 Perceived Credibility and Intention to Purchase. 43 2.4.1 Perceived Credibility. 43 2.4.2 Intention to Purchase. 45 2.4.3 Perceived Credibility and Intention to Purchase. 46 2.5 Control Variables. 47 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 48 3.1 Research Model. 48 3.2 Definition of Variables. 49 3.3 Summary of Hypothesis. 50 3.4 Research Design. 51 3.5 Stimuli Development. 53 3.5.1 Product Analyzed – Wine. 54 3.5.2 Wine Chosen. 57 3.5.3 Review. 59 3.5.4 User Profile. 59 3.5.5 High-Low Definitions of Independent Variables. 60 3.6 Pre-test 61 3.7 Manipulation Checks. 62 3.7.1 Manipulation Check for Linguistic Intensity. 64 3.7.2 Manipulation Check for Linguistic Formality. 64 3.7.3 Manipulation Check for Jargon. 65 3.7.4 Manipulation Check for the Number of Followers. 66 3.8 Experimental Procedure. 67 3.9 Measurement of Dependent Variables. 69 3.9.1 Perceived Credibility. 69 3.9.2 Intention to Purchase. 70 3.10 Control Variables. 71 3.10.1 Product Knowledge. 71 3.10.2 Product Involvement. 72 3.10.3 Wine Mobile Application Familiarity. 72 3.10.4 Personal Wine Related Information. 73 3.10.5 Demographic Information. 75 3.10.6 Linguistic Information. 77 3.11 Sampling Plan. 77 3.12 Data Analysis Procedure. 78 3.12.1 Descriptive Statistical Analysis. 78 3.12.2 Factor Analysis. 78 3.12.3 Reliability and Validity Test. 78 3.12.4 Analysis of Variance (ANOVA). 78 3.12.5 Regression Analysis. 79 CHAPTER FOUR RESEARCH RESULTS 80 4.1 Data Collection. 80 4.2 Characteristic of Respondents. 81 4.3 Descriptive Statistics. 86 4.4 Confirmatory Factor Analysis and Reliability Test. 89 4.5 Manipulation Check Results. 91 4.5.1 Manipulation Check for Linguistic Intensity. 91 4.5.2 Manipulation Check for Linguistic Formality. 92 4.5.3 Manipulation Check for Jargon. 93 4.5.4 Manipulation Check for Number of Followers. 94 4.6 Analysis of Variance (ANOVA). 94 4.6.1 Linguistic Intensity and Perceived Credibility (H1). 95 4.6.2 Linguistic Formality and Perceived Credibility (H2). 95 4.6.3 Jargon and Perceived Credibility (H3). 96 4.6.4 Number of Followers and Perceived Credibility (H4). 97 4.7 Analysis of Covariance (ANCOVA). 97 4.8 Interaction Effects of Number of Followers with Linguistic Intensity, Linguistic Formality, and Jargon. 99 4.9 One-way ANOVA – Mother Tongue. 102 4.10 One-way ANOVA – Preferred Language for Reading Wine Reviews. 102 4.11 Independent T test – Wine Mobile Apps Use. 103 4.12 Independent T test – Device Used to Participate in the Study. 103 4.13 Regression Analysis (H5). 104 CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 105 5.1 Research Discussion and Conclusions. 105 5.2 Theoretical and Practical Implications. 107 5.3 Limitations and Suggestions for Future Research. 109 REFERENCES 112 APPENDICES 122 Appendix 1A: Example of High and Low Experimental Product Webpages. 122 Appendix 1B: Example of High and Low Experimental Review Webpages. 124 Appendix 1C: Example of High and Low User Profile Webpages. 125 Appendix 2: Treatment Effects for Reviews and User Profiles. 126 Appendix 3: Example of High and Low Manipulation Check Webpages. 127 Appendix 4: Screenshots of the Introduction to the Experimental Website. 131 Appendix 5: Questionnaire Items. 134 Appendix 6: Screenshots of Experimental Study Questionnaire. 137

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