题名

電子口碑前因變數之研究：以臺灣知名網站為例

并列篇名

The Antecedents of Electronic Word-of-Mouth: An Empirical Study on the Famous Website in Taiwan

作者

王明展(Ming-Jaan Wang)；林俊彥(Chin-Yen Lin)；陳彥呈(Yen-Cheng Chen)；林憬(Ching Lin)

关键词

網站品質 ； 認知信任 ； 電子口碑 ； Website Quality ； Cognitive Trust ； eWOM

期刊名称

顧客滿意學刊

卷期/出版年月

12卷1期（2016 / 03 / 01）

页次

65 - 91

内容语文

繁體中文
中文摘要

過去已經有許多研究認為電子口碑會影響消費者的購買行為；然而，目前較少研究探討消費者進行電子口碑傳送行為的影響因素。本研究檢測網站品質、認知信任對電子口碑的影響。經由327位臺灣地區半年內曾在購物網站中瀏覽、購物之消費者為對象，採用結構方程模式驗證。本研究發現網站品質分別對認知信任與電子口碑有顯著正向影響，但是，認知信任對電子口碑具有負向影響。此結論是比較有趣的，可以顯示網路商店如果讓消費者感受到不信任那麼消費者比較會主動上網貼文進行電子口碑的傳送。本研究試圖發掘網路消費者知覺網站設計、網站內容、網站架構及認知信任對電子口碑之影響，以提供網路商店經營者在實務上的參考依據，並幫助制定有效之營運策略。
英文摘要

Many past studies indicated that electronic word of mouth (eWOM) affect consumer buying behavior. However, what factors influence consumer behavior of the transmission of eWOM is still a research gap? This study examined the impacts of Website quality and cognitive trust on eWOM. A total of 327 samples are gathered. Participants in this survey were those who have visited online shops in the past half-year in Taiwan. Conducted by structural equation modeling, the findings illustrate that Website quality has significant and positive effect on users' cognitive trust and eWOM, respectively. However, users' cognitive trust has negative effect on eWOM. The interesting finding indicates that customers will actively conduct the transmission of eWOM online if they perceived mistrust of online shop. This paper attempts to explore the impacts of Website design, Website content, Website structure and cognitive trust on eWOM of online consumers in order to provide practical suggestions for online shop managers to make effective strategies.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. (2024)。電子口碑對於民宿消費動機、限制影響之研究：以i世代消費者為例。觀光旅遊研究學刊，19(1)，29-53。
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