臺灣博碩士論文加值系統

過去研究探討影響口碑之因素研究相當多，本研究主要是探討顧客參與對於口碑之影響，進一步以顧客公司認同為中變數。在選擇實證樣本時，WH診所的病患為研究對象。
本研究共收回109份有效問卷，利用迴歸分析，研究結果發現，顧客參與正向影響口碑；而顧客參與透過顧客公司認同影響口碑。根據研究結果，本研究提出相關建議給診所參考。

In the past, numerous studies have focused on the factors that affect word-of-mouth. This study focuses on the influence of customer participation on word-of-mouth. Moreover, Customer-company identification is used as a mediator variable. The patients of WH Clinic are the subjects for the empirical study.
A total of 109 valid questionnaires were retrieved in this study. Using regression analysis, the results are as follows: (1) customer participation positively influences word-of-mouth; (2) customer participation influences word-of-mouth via customer-company identification. Based on the research results, this study proposes relevant recommendations to clinics.

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 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章　文獻探討 7
第一節 口碑的定義 7
第二節 顧客公司認同 13
第三節 顧客參與 20
第三章　研究方法 25
第一節 研究架構 25
第二節 研究變項操作型定義與衡量方式 26
第三節 問卷設計 29
第四節 研究方法 30
第五節 統計分析 32
第四章　研究分析與結果 33
第一節 敘述性統計分析 34
第二節 信效度分析 36
第三節 各變數間之相關係數分析 40
第四節 各變數與人口統計變項之差異性分析 41
第五節 中介效果之驗證 43
第六節 假設結果檢定 44
第五章　結論與建議 45
第一節 研究結論 46
第二節 研究貢獻與實務管理意涵 48
第三節 研究限制與建議 54
參考文獻 56
第一節 中文部分 56
第二節 英文部分 59
附錄：研究問卷 66

表目錄
表3-1口碑之衡量題項 26
表3-2顧客公司認同之衡量題項 27
表3-3顧客參與之衡量題項 28
表4-1 基本背景資料百分比次數分配表 34
表4-2口碑之信度分析表 36
表4-3顧客公司認同之信度分析表 37
表4-4顧客參與之信度分析表 38
表4-5各變數平均數與標準差 39
表4-6各變數之相關係數 40
表4-7研究假設分析檢驗結果彙整表 44

圖目錄
圖1-1研究流程圖 6
圖3-1研究架構圖 25
圖4-1顧客參與透過顧客公司認同影響口碑 43

一、中文部分

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8.林念慈（2004）。以認知腳本理論探討人員接觸與顧客反應關係之研究---以高屏地區麥當勞為例。國立高雄第一科技大學行銷與流通管理所碩士論文，高雄市。
9.林潔如(2016)。探討影響顧客加入共同創造動機之因素-以心理所有權理論為架構。國立高雄應用科技大學:資訊管理研究所碩士班碩士班。碩士 論文。未出版，高雄市。
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13.郭虹吟（2014）。以顧客參與程度觀點探討用餐體驗、體驗價值與口碑傳遞之關係。國立臺灣科技大學企業管理系碩士論文，台北市。
14.郭虹吟（2014）。以顧客參與程度觀點探討用餐體驗、體驗價值與口碑傳遞之關係。國立臺灣科技大學企業管理系碩士論文，台北市。
15.陳明君(2009)。顧客參與和服務補救偏好之研究-以銀行業為例。中國文化大學國際企業管理系碩士論文，台北市。
16.費翠(2001)。網路 市場行家理論驗證與延伸 –其網路 資訊搜尋、口碑傳播、線上購物行為及個人特質研究。國立政治大學廣告學系碩士論文，台北市。
17.黃怡萱(2007)。服務接觸要素對「顧客-公司認同」之影響-以花蓮縣飯 店 的顧客為例。國立東華大學:企業管理學系碩士論文(未出版)。未出版， 花蓮市。
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19.黃麗惠（2004）。高雄巿緊急救護服務接觸體驗與口碑反應。國立中山大學公共事務管理系碩士論文，高雄市。
20.廖俊詠（2018）。社群媒體使用者在品牌社群的行為研究:以智慧型手機為例。嶺東科技大學資訊管理系碩士班碩士論文，台中市。
21.劉桂驊（2016）。結合企業社會責任的服務創新之道—以薰衣草森林為例。國立政治大學企業管理研究所(MBA學位學程)碩士論文，台北市。
22.劉紋秀(2007)。顧客認同如何中介知覺公平與顧客反應-以網路購物為例。 東海大學:國際貿易學系碩士論文。未出版，台中市。
23.鄭典霞（2020）。探討服務品質、品牌忠誠、路線規劃與口碑傳播之關係 – 以高雄市公車式小黃為例。國立高雄科技大學人力資源發展系碩士論文，高雄市。
24.簡志豪(2012)。消費者認同對負面訊息抵制與再購意願之影響。國立高雄 第一科技大學:行銷與流通管理研究所碩士論文。未出版，高雄市。
25.簡高祺（2015）。顧客參與，認知價值對傳遞口碑意願影響之研究－以國際觀光飯店為研究對象。大葉大學管理學院碩士在職專班碩士論文，彰化縣。
26.顏智弘（2018）。網路口碑對期望失驗與消費者滿意度、再購意願與口碑傳播之影響：產品類型與人際關係遠近之調節效果。國立中山大學行銷傳播管理研究所碩士論文，高雄市。
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