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系統識別號 U0002-2506201323254100
中文論文名稱 美妝心得分享網路平台行動商務對消費者購買意願影響之研究
英文論文名稱 The Effects of Cosmetic Sharing Experience on Purchase Intention
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 101
學期 2
出版年 102
研究生中文姓名 葉思瑜
研究生英文姓名 Shih-Yu Yeh
學號 700610255
學位類別 碩士
語文別 中文
口試日期 2013-06-01
論文頁數 82頁
口試委員 指導教授-李月華
委員-胡同來
委員-張瑋倫
中文關鍵字 平台特性  自我揭露  商業意圖  可信度  行動商務  購買意願 
英文關鍵字 Platform Feature  Self-disclosure  Intentions to Sell  Credibility  Mobile Commerce  Purchase Intention 
學科別分類
中文摘要 根據許多相關研究發現,消費者在購物前會參考網路上的口碑;而在行動商務方面,消費者僅需透過行動裝置掃瞄即可得到需要的資訊,這種「主動進行搜尋」的動作可能使消費者藉由立即的誘因影響其購買意願。而以產品購買風險來說,化妝品屬於高度購買風險,消費者在作決策時會使用其他人的評價來推論產品品質。因此,本研究擬透過化妝品心得分享入口網站-URCOSME平台探討「美妝心得分享網路平台特性」、「訊息傳遞者自我揭露程度」、「訊息接受者感受商業意圖」對消費者之「購買意願」的影響。同時探討消費者接收到來自行動裝置上LBS訊息服務及APP上網查口碑的資訊刺激,對其購買意願的影響。
本研究利用「雪球抽樣」的方式,透過線上問卷進行問卷的發放,一共收回156份有效問卷,並針對回收的資料進行描述性統計、因素分析、信度分析、相關分析及迴歸分析,最後根據實證之結果提出主要研究結論如下:
1.網路平台特性越多、訊息傳遞者自我揭露程度越高、訊息接收者感受商業意圖越低對於美妝心得分享網路平台可信度有顯著的正向影響。
2.在可信度與行動商務交互作用時,可信度及可信度×適地性服務對購買意願無顯著影響,而可信度×資訊交換對購買意願則有顯著的正向影響。
英文摘要 According to many studies found that consumers will search electronic word-of-mouth before they purchase goods. For the mobile commerce, consumers only need to via their mobile devices can get information they need. The active search behavior may influence their purchase intention by this immediate incentive. Moreover, due to cosmetics belong to high purchase risk, consumers will gather relevant information when they make purchase decision. Therefore, this study will explore the effect of platform feature, self-disclosure and intentions to sell on purchase intention via Urcosme platform. In the meanwhile, it will also explore the impact on purchase intention when consumer received the LBS promotion message and APP information from mobile devices.
This research used snow ball sampling and through online survey to collect the questionnaire. Total of 156 valid copies were received. According to the collected data, it is analyzed into descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis. Based on the last empirical results, the main conclusions are as follows:
1.The more platform feature and self-disclosure, the more credibility. Besides, the lower intentions to sell can generate better credibility.
2.When credibility and mobile commerce interact, the more credibility × information exchange can generate better purchase intention; however, no effect on credibility and credibility × LBS.
論文目次 目 錄

目 錄 I
表目錄 III
圖目錄 IV
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第貳章 文獻探討 8
第一節 網路口碑、部落格、網路平台與行動商務 8
第二節 自我揭露 17
第三節 訊息接收者感受商業意圖 18
第四節 可信度 24
第五節 購買意願 26
第參章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變數之定義與衡量 35
第四節 研究設計 43
第五節 分析方法 45
第肆章 資料分析 47
第一節 樣本結構與信度分析 47
第二節 描述性統計量 52
第三節 相關分析 53
第四節 假說檢定 54
第五節 假說分析與結果 57
第五章 結論與討論 58
第一節 研究結論 58
第二節 管理意涵 60
第三節 研究限制 62
第四節 後續研究建議 63
參考文獻 64
一、 中文部分 64
二、 英文部分 66
附 錄 75
附錄一 網路口碑四大類型 75
附錄二 具有商業意圖之口碑傳播動機 76
附錄三 施測問卷 77

表目錄
表2-1 商業口碑書寫屬性 22
表2-2 購買意願之定義 27
表3-1 適地性題項內容 41
表3-2 資訊交換題項內容 42
表3-3 本研究正式問卷之設計表 44
表4-1 樣本結構分析 48
表4-2 各構面之信度分析與因素分析 50
表4-3 描述性統計量表 52
表4-4 各構面之相關係數表 53
表4-5 美妝心得分享網平台特性、訊息傳遞者自我揭露程度及訊息接收者感受商業意圖對可信度之迴歸分析 55
表4-6 可信度、可信度×適地性服務及可信度×資訊交換對購買意願之迴歸分析 56
表4-7 假說驗證結果一覽表 57

圖目錄
圖1-1 本研究流程圖 7
圖3-1 本研究架構圖 29



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