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研究生：	許仕勳 Hsu, Shih-Hsun
論文名稱：	網路口碑與產品資訊品質對品牌信任的影響：推敲可能性模式之應用 The Effects of Electronic Word-of-Mouth and Product Information Quality on Brand Trust: The Application of the Elaboration Likelihood Model
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	111
中文關鍵詞：	知覺可信度、網路口碑、品牌信任、產品資訊品質、結果可驗證性、推敲可能性模式
外文關鍵詞：	Product information quality, Elaboration likelihood model, Result demonstrability, Perceived credibility, eWOM, Brand trust
相關次數：	點閱：254 下載：0
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隨著網際網路的發達，愈來愈多新產品在網站上建立資訊，期望透過網際網路的傳播讓消費者建立對新產品的認識與了解。也有愈來愈多的產品評鑑網站，在介紹產品資訊外，也允許過往使用者刊登他們的使用心得及口碑，加強消費者對品牌的信任程度。而根據推敲可能性模式理論(Elaboration Likelihood Model: ELM)，有能力及有意願的人會經由中央路徑進行與議題相關的資訊處理行為。而當動機或能力相對較弱時，態度與信念的改變則是會由周邊路徑而來。因此本研究以ELM理論為基礎，探討消費者的涉入程度（動機）與特質焦慮（能力）對品牌信任建立的影響。
本研究採2(高資訊vs.低資訊) × 2(有網路口碑vs.無網路口碑)之實驗設計，利用四種不同的情境，探討不同涉入及焦慮程度的人是否依循不同路徑建立品牌信任。其研究結果如下：
1、產品資訊品質正向影響感知可信度，也透過結果可驗證性間接影響感知可信度。
2、網路口碑正向影響品牌信任，也透過感知可信度間接影響品牌信任。
3、結果可驗證性正向影響品牌信任，也透過感知可信度間接影響品牌信任。
4、當消費者為高涉入及低焦慮時，主要依循中央路徑思考，但邊緣路徑部份影響判斷。
5、當消費者為低涉入或高焦慮時，主要依循邊緣路徑思考，但中央路徑部份影響判斷。

With the growth of internet, more and more new product information is put on the websites, hoping to let customers know and understand the product. And there are more and more product evaluation websites either to introduce their product information or let users post their using evaluations and eWOM in order to build the brand trust. Based on the theory of Elaboration likelihood model (ELM), people with motivation and ability will deal topic related information. When motivation or ability is weak, the change of attitude and brief comes from peripheral route. This research uses the theory of ELM and investigates the effect of customer involvement (motivation) and trait anxiety (ability) on brand trust.
The study adopts 2 (high or low information) × 2 (display or non-display of eWOM ) experimental design and develop four different scenarios to investigate if different involved and anxious people build brand trust through different routes. The results suggest that product information quality positively affects perceived credibility and affects perceived credibility through result demonstrability indirectly. EWOM positively affects brand trust directly and affects brand trust through perceived credibility indirectly. Result demonstrability positively affects brand trust directly and affects brand trust through perceived credibility indirectly. Customers with high product involvement and low anxiety will deal with information through central routes with partially peripheral routes. In addition, customers with low product involvement or have high anxious will deal with information through peripheral routes with partially central routes

摘要	Ⅰ
ABSTRACT	Ⅱ
誌謝	Ⅲ
CONTENTS	IV
LIST OF TABLES	IV
LIST OF FIGURES	IV
CHAPTER ONE  INTRODUCTION	1
1 Research Background and Motivations	1
2 Research Objectives and Contributions	3
3 Research Project	5
4 Research Flows and Research Structure	6
5 The Structure of This Study	6
CHAPTER TWO LITERATURE REVIEW	9
1 Definition of Research Constructs	9
1.1 Word of Mouth and Electronic Word of Mouth	9
1.2 Elaboration Likelihood Model	12
1.3 Brand Trust	15
1.4 Product Information Quality	16
1.5 Perceived Credibility	17
1.6 Product Involvement	18
1.7 Result Demonstrability	20
1.8 Trait Anxiety	20
2 Hypotheses Development	21
2.1 Peripheral Routes- Interrelationships between Content of Electronic 
Word of Mouth Messages, Perceived Credibility, and Brand Trust	21
2.2 Central Routes-Interrelationships between Content of Product Information Quality and Brand Trust	25
2.3 Central Routes-Interrelationships between Content of Product Information Quality and Result Demonstrability	27
2.4 Central Routes-Interrelationships between Content of Product Information Quality, Result Demonstrability, and Perceived Credibility	27
2.5 Interrelationships between Content of Perceived Credibility and Brand 
Trust	28
2.6 Moderating Effects of Product Involvement and Trait Anxiety	30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	33
1 Research Model	33
2 Hypotheses to Be Tested	34
3 Operationalization of Research Variables	34
4 Construct Measurement	35
4.1 Product Involvement	35
4.2 Word-of-Mouth	36
4.3 Product Information Quality	37
4.4 Perceived Credibility	37
4.5 Result Demonstrability	38
4.6 Brand Trust	38
4.7 Trait Anxiety	39
5 Methodology	40
5.1 Experimental Design	40
5.2 Sampling Design and Procedures	41
6 Questionnaire Design	45
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS	46
1 Introduction	46
2 Descriptive Analysis	46
2.1 Data collection	47
2.2 Characteristics of Respondents	47
3 Reliability of Constructs	49
3.1 Product Information Quality	49
3.2 Electronic Word-of-Mouth	50
3.3 Result Demonstrability	51
3.4 Perceived Credibility	52
3.5 Brand Trust	52
3.6 Product Involvement	53
4 Interrelationships among Research Variables	54
4.1 The Effects of the eWOM content on Perceived Credibility	54
4.2 The Effects of the eWOM Content on Brand Trust	55
4.3 The Effects of Product Information Quality on Brand Trust	56
4.4 The Effects of Product Information Quality on Result Demonstrability	57
4.5 The Effects of Product Information Quality on Perceived Credibility	57
4.6 The Effects of Result Demonstrability on Perceived Credibility	58
4.7 The Effects of Result Demonstrability on Brand Trust	59
4.8 The Effects of Perceived Credibility on Brand Trust	60
4.9 The Mediating Effect of Perceived Credibility between eWOM and Brand Trust.	60
4.10 The Mediating Effect of Result Demonstrability between Product 
Information Quality and Perceived Credibility.	61
4.11 The Mediating Effect of Perceived Credibility between Result Demonstrability and Brand Trust.	62
4.12 Central Routes - The Moderating Effect of High Product Involvement and Low Trait Anxiety.	63
4.13 Peripheral Routes - The Moderating Effect of Low Product Involvement or High Trait Anxiety.	66
5 Structural Model Analysis	68
6 Moderating Effects of Product Involvement and Trait Anxiety toward eWOM and Product Information Quality on Perceived Credibility and Brand Trust	69
6.1 Central Routes – SEM testing	70
6.2 Peripheral Routes – SEM testing	71
6.3 Central Routes – t test and MANOVA testing	71
6.4 Peripheral Routes – t test and MANOVA testing	73
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS	76
1 Research Conclusions	76
2 Research Limitation and Future Research	80
REFERENCE	82
APPENDIX	92
Pretest Questionnaire	92
Servey questionnaire	94
Different Website Designs	98
                                    

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