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系統識別號 U0002-2906200900125300
中文論文名稱 部落格訊息結構對資訊閱讀者態度及口碑傳遞效果影響之研究-以社群網絡和產品涉入為干擾變數
英文論文名稱 A Study of the Impact to the Web-user toward the Attitude to the negative information Structure on the Internet Blog and Word-of-mouth promotion effect: Use Internet community and Product involvement as moderating factor.
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 97
學期 2
出版年 98
研究生中文姓名 黃若妤
研究生英文姓名 Ruo-Yu Huang
學號 796610334
學位類別 碩士
語文別 中文
口試日期 2009-06-05
論文頁數 89頁
口試委員 指導教授-李月華
共同指導教授-張瑋倫
委員-胡同來
委員-曾義明
委員-李月華
中文關鍵字 部落格  比較性廣告  訊息態度  品牌態度  口碑傳遞效果 
英文關鍵字 Blog  Message attitude  Brand attitude  word-of-mouth 
學科別分類 學科別社會科學管理學
中文摘要   近年國內外的部落格發展速度越來越熱絡,部落格內容的含括範圍不會因地或因時制宜的特性,提供了網路使用者一個24小時不打烊的資訊交流平台。從過去我們可以發現過往的研究著重於探討網路口碑的訊息結構(包括正面、負面口碑,以及接觸的先後順序)對消費者態度之影響,而鮮少探討現在正夯的部落客(Bloger)之間的資訊流流轉的影響。

  本研究以部落格為研究標的,透過社群網絡、產品涉入程度的高低,來探討在部落格負面訊息下,對於網路讀者對其訊息態度、品牌態度及口碑傳遞效果(word-of-mouth)的影響為何?以及對未來資訊行銷媒介有何影響?

  透過描敍性分析、信度分析、共變異數分析等統計方法,本研究結果如下所述:
1. 部落格負面訊息下,訊息認同度一致&不一致的分組之下,對於訊息態度、品牌態度、口碑傳遞效果的影響有所不同;而比較性&非比較性廣告的分組,僅會影響品牌態度的改變。
2. 部落格負面訊息下,訊息認同度一致與不一致的分組之下,透過產品涉入程度的高低,對於訊息態度、品牌態度、口碑傳遞效果的影響有所不同;而比較性廣告,僅會影響品牌態度的改變。
3. 部落格負面訊息下,比較性&非比較性廣告的分組,會受社群網絡關係程度高低的影響,對於訊息態度的可信度、品牌態度有所不同;而訊息認同度一致與不一致的分組,僅會影響訊息的可信度。
英文摘要   Web Blog has increasingly becoming more and more popular now a day within states, and with no limitation of its boundaries or time, Web Blog has provided web-users an non-stop 24hours information exchange platform. From the previous data, it’s not hard to discover all the researches were focus mostly as to discuss how feedbacks from word-of-mouth through internet affected customers were structured, and rarely talk about the influences of the information circulation between bloggers.(Including positive, negative word-of-mouth and contact sequences)

  This research is based on Blog and with that in mind, through community network and its involvement to discuss from the negative side of the blog’s feedback, how did it effects the web-users react to the feedback, brand attitude and word-of-mouth circumstances, also how will it effects the future IT marketing media?

Here is through descriptive statistics, reliability analysis and ancova statistic methods and the results are as following:
1. Under the negative side of the Blog’s message, through consistent and inconsistent message recognition sorting, the attitude towards message, brand, and word-of-mouth were very; where as to comparative advertising, merely effect the changes toward the brand attitude.
2. Under the negative side of the Blog’s message, through consistent and inconsistent message recognition sorting by the involvement of this particular product, the attitude towards message, brand, and word-of-mouth were very; where as to comparative advertising, merely effect the changes toward the brand attitude.
3. Under the negative side of the Blog’s message, the comparative advertising may very depends on how the community network relationship will be affected and moreover the attitude towards the message credibility and brand attitude will very; but through consistent and inconsistent message recognition sorting merely affect the credibility toward the information.
論文目次 目錄
頁次
目錄 I
表目錄. II
圖目錄 III

第一章 緒論 5
第一節 研究背景 5
第二節 研究動機 6
第三節 研究目的 8
第四節 研究流程 10
第二章 文獻探討 11
第一節 部落格 11
第二節 訊息結構 12
第三節 社群網絡 15
第四節 產品涉入 19
第五節 品牌熟悉度 23
第六節 訊息態度 25
第七節 產品態度 26
第八節 口碑效果 26
第三章 研究方法 28
第一節 研究架構 28
第二節 實驗與研究假說 29
第三節 前測 30
第四節 訊息操弄 31
第六節 變數定義與衡量 32
第七節 實驗設計 36
第八節 資料分析方法 38
第四章 研究結果分析 40
第一節 樣本結構描述及分析 40
第二節 操弄檢定 43
第三節 各組之同質性檢定 45
第四節 實驗結果檢定 47
第五章 研究結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 57
第三節 研究限制 60
第四節 未來研究方向 61
附件一 72
前測問卷、大學生感興趣的產品及對應的品牌類別 72
問卷、正式實驗之測量問卷 73
附件二 80
Blog負面訊息挑選(3選1) 80
Blog負面訊息–非比較性模式 86
Blog負面訊息–比較性模式 87

表目錄

表 2 2 1涉入分類 19
表 3 3 1社群網絡衡量問項 32
表 3 3 2 產品涉入衡量問項 33
表 3 3 3 訊息態度衡量問項 34
表 3 3 4 品牌態度衡量問項 34
表 3 3 5 品牌熟悉度衡量問項 35
表 3 3 6 口碑傳遞衡量問項 35
表 3 3 7 實驗組合及代號 37
表 4 1 1各組變數之平均分數及標準差 41
表 4 1 2各構面量表信度分析 42
表 4 2 1前品牌態度組別統計量 43
表 4 2 2前品牌態度組別之獨立樣本檢定 43
表 4 2 3產品涉入組別統計量 44
表 4 2 4產品涉入組別之獨立樣本檢定 44
表 4 2 5社群網絡參與程度組別統計量 45
表 4 2 6社群網絡參與程度組別之獨立樣本檢定 45
表 4 3 1前品牌態度組別之獨立樣本檢定 46
表 4 3 2前品牌態度組別之獨立樣本檢定 46
表 4 3 3品牌熟悉度組別之獨立樣本檢定 46
表 4 3 4品牌熟悉度組別之獨立樣本檢定 47
表 4 4 1訊息態度之一般線性模式 47
表 4 4 2口碑傳遞效果之一般線性模式 49
表 4 4 3後品牌態度之一般線性模式 50
表 4 4 4研究假設結果列表 52
表 4 4 5後品牌態度之一般線性模式 54


圖目錄

圖 3 1 研究流程 10
圖 3 1 研究架構 28
圖 3 2 研究程序 38

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