在消費者進行線上購物時，企業網頁可能是消費者與企業間進行互動的唯一媒介。使用者對網頁的第一印象對網站的成功與否也有重要的影響。近年來，社群媒體的興起，也使其成為企業與消費者之間互動與建立關係的工具。 本研究以來源可信度理論(Source Credibility Theory , SCT)為基礎，檢視企業網站顧客服務網頁中，虛擬顧客服務人員所具備構成來源可信度之三項特質(即能力、信任、與善意)對網頁使用者滿意度與口碑之影響。此外，本研究也進一步探討網頁價值對滿意度、以及使用者在進行網路口碑擴散時，兩種不同社會資本對此一擴散行為的影響。本研究共提出十一個研究假設。以紙筆問卷調查作為資料蒐集方法，共蒐集629份有效問卷。資料分析方法包括描述性統計、信、效度分析以及結構方程模型分析。研究結果發現，來源可信度中的「能力」與「善意」對網頁資訊價值有正面影響，「善意」對網頁娛樂價值有正面影響，網頁價值會影響滿意度，而對網頁的使用滿意也會影響網路口碑的擴散。然而，構成社會資本的兩個次構面對口碑擴散並沒有影響。本研究結論可提供實務界有效規劃與運用線上社群網絡之影響力擬定行銷傳播策略之參考，並期能透過本研究結論，補足學術界對訊息來源可信度與社群網絡訊息擴散研究之缺口。

Before consumer made decision in on-line purchase situation, website page maybe the only platform he/she had interacted with the company. User’s first impression to the webpage can greatly determine the success of the website. The proliferation of social media has made it as a vehicle for corporate to reach, interact and build relationship with consumers in recent years. Build on Source Credibility Theory (SCT), this study examined how the three traits of source credibility (competence, trustworthy, and goodwill) of customer service personnel on customer service webpage trigger users’ satisfaction and e-word-of-mouth (eWOM) of using the webpage. Moreover, this study also assessed how the effects of website’s value impact on satisfaction, and how satisfaction on eWOM were moderated by bridging and bonding social capital. A structural equation modelling (SEM) method based on 468 valid samples was used to explore the relationship among SCT, satisfaction, website value, and eWOM. The results of model evaluation with several criteria of goodness of fit indices showed positive results. The model was accepted. The first result showed two out of three dimensions of source credibility (competence and goodwill) positively influenced web information value, goodwill has impact on web entertainment value, both web values has impacted on satisfaction, and satisfaction on web page will facilitate eWOM. However, our study finding revealed that the relationship between satisfaction and eWOM were not moderated by bridging social capital. Results and findings provide both theoretical and practical suggestions.

Table of Contents
List of Tables………………………………………………………………………..v
List of Figures………………………………………………………………………vii
Chapter 1 Introduction…………………………………………………………….1
1.1 Overview 
1.2 Research questions and objectives of the study
1.3 Contribution of the study
1.4. Organization of the Study
1.5. Definition of Terms
Chapter 2 Literature Review…………………………………………………….13
2.1. Source Credibility Theory (SCT)
2.2 Web value: Web-site information value and entertainment value
2.3 Satisfaction
2.4. Word-of-Mouth & e-WOM 
2.5. Social Capital 
2.6. Theoretical Interrelationship between Variables 
2.7 Research Hypotheses 
Chapter 3 Methodology…………………………………………………………..59
3.1 Research Design
3.2 Qualitative Methods
3.3 Quantitative methods
Chapter 4 Results…………………………………………………………………67
4.1 Results for Qualitative study
4.2 Results of Quantitative study
Chapter 5 Discussion and Conclusion………………………………………….101
5.1 Theoretical implications
5.2 Managerial Implications for Each Variable
5.3 Conclusions
5.4 Limitations and suggestions for future research
Reference…………………………………………………………………………113                   
Appendix…………………………………………………………………………138





List of Tables
Table 2-1 Definition of Source Credibility………………………………………....14
Table 2-2 Related Researches Regarding Source Credibility……………………....15
Table 2-3 Summary of Source Credibility Scale ..……...…………………….….....19
Table 2-4 Related Researches Regarding Web Value……………………… ...…….22
Table 2-5 Definition of Satisfaction…………………………………………....… ..26
Table 2-6 Research of Satisfaction/Encounter Satisfaction……………….…...…...27
Table 2-7 Different Constructs of Satisfaction………………………………...…...29
Table 2-8 Definitions of Word-of-Mouth………………………………………......31
Table 2-9 Researches Regarding Word-of-mouth……………………………….....33
Table 2-10 Construct of e-WOM…………………………………………...…...….36
Table 2-11 Definition of Social Capital……………………………………...…......37
Table 2-12 Research Regarding Source Credibility, Web Value, and Satisfaction....42
Table 2-13 Research Regarding Satisfaction to e-WOM………………………...…45
Table 2-14 Source Credibility Operational Definition and Items…………………..47
Table 2-15 Operational Definition of Web Information Value and Web Entertainment Value…………………………………………………………………..50
Table 2-16 Encounter Satisfaction Operational Definition and Items…………...…51
Table 2-17 e-WOM Operational Definitional and Items………………………...…53
Table 2-18 Social Capital Operational Definition and Items…………………….....55
Table 3-1 SEM recommends index and value……………………………….....…..66
Table 4-1 Overarching In-depth Interview themes……………………...……...…..67
Table 4-2 Overarching focus group themes…………………………………......….69
Table 4-3 Results of Reliability- Competence……………………………...…...….78
Table 4-4 Results of Reliability- Trustworthiness…………………………….........78
Table 4-5 Results of Reliability- Goodwill………………………...…………….....78
Table 4-6 Result of Convergent validity and reliability statistics (N=171)…...……79
Table 4-7 Sample Descriptions………………………………...………….......……80
Table 4-8 Test of Normality………………………………………………......…….82
Table 4-9 Results of Measurement Model………………………………...………..83
Table 4-10 Correlation of constructs…………………………………….......……...84
Table 4-11 CFA Results for competence……………………………………...…….86
Table 4-12 Items in competence construct…………………………………...……..86
Table 4-13 CFA Results for trustworthiness…………………………………...........87
Table 4-14 Items in trustworthiness construct………………………………..……..87
Table 4-15 CFA Results for goodwill construct……………………………...……..87
Table 4-16 Items in goodwill construct…………………………………...………...87
Table 4-17 CFA Results for web entertainment value construct…………….......….88
Table 4-18 Items in web entertainment value construct…………………………....88
Table 4-19 CFA Results for web information value construct……………...……....88
Table 4-20 Items in web entertainment value construct…………………………....88
Table 4-21 CFA Results for satisfaction construct………………………...………..89
Table 4-22 Items in satisfaction construct…………………………………….........89
Table 4-23 CFA Results for e-WOM construct………………………………...…...89
Table 4-24 Items in e-WOM construct………………………………………...……90
Table 4-25 CFA Results for Constructs……………………………………...……...91
Table 4-26 AVE and Discriminant Validity………………………………...……….92
Table 4-27 Offending estimate…………………………………………...…………93
Table 4-28 Correlation Table…………………………………………...….………..94
Table 4-29 Goodness-of-fit index……………………………………………...…....95
Table 4-30 Hypotheses Testing……………………………………………………...97
Table 4-31 Satorra-Bentler scaled chi-square……………………………………….98
Table 4-32 Moderating Effect………………………………………………....…….99
Table 4-33 Statistical Power and Minimum Sample Number………………….…...100
Table 5-1 Summary of Hypotheses Results………………………………………...101




















List of Figures

Figure 2-1 Conceptual Framework………………………………………………..40
Figure 4-1 Results of Structure Model……………………………………….…....97

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