從自我調節觀點探討網路口碑完整性、信任與購買意圖之關係 — 以蝦皮為例

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/53768

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题名:	從自我調節觀點探討網路口碑完整性、信任與購買意圖之關係 — 以蝦皮為例 How Regulatory Focus Impacts the Relationships Between Word-of-Mouth Completeness, Trust, and Purchase Intention – A Case from Shopee
作者:	莊青山 Ching, Sean Derrick D.
贡献者:	行銷碩士學位學程碩士班
关键词:	電子口碑完整性購買意圖電商網路購物蝦皮 Electronic Word-of-Mouth (eWOM) Completeness Purchase Intention E-commerce Online Shopping Shopee
日期:	2024
上传时间:	2024-12-09 13:14:57 (UTC+8)
摘要:	本研究深入探討了消費者在明知存在固有風險的前提下，卻為何仍然選擇使用電子商務平台之問題。先前文獻指出信任是一個強大的因素，可以讓消費者放心並減輕他們對不確定性的恐懼。為了了解信任是如何建立的，本研究從著眼於關於口碑（WOM）内容三個方面—產品、體驗和服務。然而先前較少研究探討過關於口碑的完整性之特徵，因此本研究將這三個方面整合成為口碑完整性，探討口碑完整性、信任和購買意圖之間關係，以了解這三者之間的影響。自我調節理論也有助於了解消費者心理，從而進一步瞭解消費者是如何處理來自口碑中的信息。本研究採用 358 份有效問卷數據，本研究發現口碑完整性、信任與購買意圖具有顯著正向關係。然而本研究在干擾效果—自我調節的結果顯示，在口碑完整性中僅產品和服務與信任之間的關係會受到自我調節的干擾。研究最後討論了研究結果及其對理論和實務意涵，並提出了口碑完整性相關的未來研究方向。 The current study tackles the question of why consumers continue to patronize e-commerce platforms despite of the inherent risks attached to it. Literature points to trust as a powerful factor that reassures consumers and allays their fears of the uncertain. To understand how trust is built, this study looks at word-of-mouth (WOM) in three areas – product, experience, and service – albeit from a lesser studied characteristic: completeness. Bringing these together, the relationships between WOM completeness, trust, and purchase intentions are investigated to understand the influence one exerts on the other. Regulatory Focus Theory also lends to the understanding of the consumer psyche to further deepen the understanding of how consumers process information from WOM. Utilizing data received from 358 valid questionnaires, this study has found significant interactions among WOM completeness, trust, and purchase intentions. Regulatory focus, however, tells a different story as only the relationships between product and service WOM completeness have with trust are moderated. This study closes with a discussion of the results, implications on theory and practice, and directions for future studies into the completeness of WOM.
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