臺灣博碩士論文加值系統

過去許多研究探討影響電子口碑意圖之前因，本研究主要探討自我形象一致性對於電子口碑意圖之影響，及聯繫強度與自我揭露的角色。本研究以曾追蹤或按讚某品牌Facebook粉絲頁的消費者為研究對象，回收有效問卷共 253份，並以IBM SPSS 進行資料之分析。研究結果分述如下：(1)聯繫強度及自我形象一致性顯著影響電子口碑意圖；(2)自我形象一致性透過聯繫強度顯著影響電子口碑意圖；(3)自我揭露無干擾自我形象一致性對於聯繫強度之影響；(4)自我揭露無干擾自我形象一致性對於電子口碑意圖之影響。根據研究結果，本研究將提出相關建議以供業者參考。

Studies have explored antecedents of electronic word-of-mouth intentions. This study tries to examine the effect of self-image congruity on electronic word-of-mouth intentions and the roles of tie strength and self-disclosure. A total of 253 valid copies of the questionnaire answered by the consumers who had followed a Facebook brand fan page or who also had clicked "like" on it were collected. IBM SPSS is used to analyze the data. The results of the study are as follows: (1) Tie strength and self-image congruity significantly affect electronic word-of-mouth intentions. (2) Self-image congruity significantly affects electronic word-of-mouth intentions through tie strength. (3)Self-disclosure does not moderate the effect of self-image congruity on tie strength. (4) Self-disclosure does not moderate the effect of self-image congruity on electronic word-of-mouth intentions. According to the results, this research will provide relevant managerial implications for companies.

中文摘要 i
英文摘要ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 電子口碑意圖 5
第二節 聯繫強度 9
第三節 自我形象一致性 13
第四節 自我揭露 17
第三章 研究方法 22
第一節 研究架構 22
第二節 研究變項操作型定義與衡量方式 23
第三節 問卷設計 27
第四節 研究方法 27
第四章 研究分析與結果 29
第一節 敘述性統計分析 29
第二節 信度分析 31
第三節 相關分析 34
第四節 差異性分析 35
第五節 中介效果與干擾效果之檢驗 39
第六節 假設檢定結果 41
第五章 結論與建議 42
第一節 研究結論 42
第二節 研究理論貢獻與管理意涵 45
第三節 研究限制 47
第四節 後續研究與建議 48
參考文獻 49
一、中文部分 49
二、英文部分 52
三、網路資料 64
附錄 65

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三、網路資料
WeAreSocial & Hootsuite（2021），2021年全球網路概覽。
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DATAREPORTAL（2021），DIGITAL 2021: TAIWAN。
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數位時代（2020），口碑行銷有助管理網路聲譽，培養品牌信任感，讓顧客樂於談論你。
https://www.bnext.com.tw/article/59744/wom-brand
TenMax（2021），購物前想更多！「混沌歷程」成消費新常態，品牌該如何因應？
https://www.tenmax.io/tw/archives/26564