标题: 智慧型手机应用程式的电子口碑之效果研究
Exploring the effect of smartphone apps on eWOM
作者: 谭慧敏
Tan, Hui-Min
林慧斐
Lin, Hui-Fei
传播研究所
关键字: 手机应用程式;电子口碑;资讯采用模式;资讯可信度;资讯态度;mobile application;eWOM;the model of information adoption;information usefulness;information attitude
公开日期: 2012
摘要: 现今越来越普遍的智慧型手机与传统手机的差别之一在于使用者可在虚拟的应用
程式商店下载、安装各式便利的应用程式。目前有许多侦测使用者附近店家的应用程式应运而生,除了提供基本的讯息,也允许使用者在介面上撰写对该景点的意见或评论,让其他使用者能够参考个人的亲身经验,而非仅有商家的固定资讯。虽然这种透过网路传递,由使用者主导生成内容的 web 2.0 模式在过去屡见不鲜,但以应用程式为平台,且呈现于智慧型手机介面的评论或是建议形式有别于以往,可算是新的电子口碑型态。
本研究的目的在于探讨手机应用程式所乘载的的电子口碑效果,以资讯采用模式为理论基础,执行一个 2(论述品质:强vs.弱)x 2(来源可信度:高vs.低)x 2(店家满意度评等:功能完整vs.功能不完整)组间实验。结果显示:(1)店家满意度评等功能完整、高来源可信度以及强论述皆会使受测者产生较正面的资讯态度与较高的资讯采用意愿;(2) 店家满意度评等功能、来源可信度以及论述品质间有显着的交互作用;(3)受测者的资讯有用性感知和资讯可信度感知在强电子口碑和资讯态度、资讯采用意愿之间会产生中介作用。
The purpose of the current research is to explore the effect of smartphone apps on eWOM. The theoretical foundations draw on the model of information adoption. One scenario was created for a two(argument: strong vs. weak) x two(source credibility: high & low) x two(restaurant rating function: complete & incomplete) between-subject design. The results
indicate that (1) smartphone apps users exhibit more favorable information attitudes, and greater information adoption intention when expose to strong argument, high source credibility, and complete restaurant rating function; (2) smartphone apps users are more likely to have more favorable information attitudes, and greater information adoption intention when three factors interact with each other; (3) information usefulness and information credibility have mediating effect on information attitudes, and information adoption intention.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070059116
http://hdl.handle.net/11536/71754
显示于类别:Thesis