口碑來源與再購意圖之研究

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题名:	口碑來源與再購意圖之研究 The Relationship between Sources of Word-of-Mouth and Repurchase Intention
作者:	蔣為倫
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	口碑來源再購意圖知覺價值信任
日期:	2019
上传时间:	2019-10-25 10:01:51 (UTC+8)
摘要:	口碑為影響消費者重要行為之ㄧ。隨著科技日新月異，口碑來源的形態除了從親友口頭獲得的傳統口碑外，愈來愈多消費者會透過網路而獲得推薦評價。但網路口碑上的內容是否為真實呢?相較於親友口碑推薦，何者影響消費者再購意圖為本研究之主要目的。根據過去文獻顯示，信任與知覺價值為影響再購意圖之因素，因此本研究將此二者變數納入討論。本研究採便利抽樣進行問卷調查，對象為二星期內有受到口碑推薦的在外用餐消費者，共發放203份問卷，有效樣本為159份。研究結果顯示，口碑來源的不同，對於再購意圖不會產生差異，且信任對於口碑來源與再購意圖不具中介效果。根據上述之研究結果，本研究提出實務與理論上之意涵。 Word of mouth is a recipe for influencing consumers important behaviors. As technology changes with each passing day, in addition to the traditional word-of-mouth received from friends and relatives, more and more consumers will receive recom-men-dations through the Internet. But is the content on the Internet public praise really true? Compared with the recommendation of friends and relatives, what is the main purpose of this research is to influence consumer repurchase intentions. According to past literature, trust and perceived value are factors that affect the intention of repurchasing, so this study has included both variables in the discussion. This study used a convenient sample questionnaire survey. The target audience was the diners who had been recommended by word of mouth during the second week. A total of 203 questionnaires were distributed, and 159 valid samples were used. The results of the study show that different sources of word-of-mouth do not make any difference for repurchase intentions, and trust has no mediating effect on word-of-mouth sources and repurchase intentions. Based on the above findings, this study proposes practical and theoretical implications.
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