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网路打卡之口碑传播效果对消费者购买决策之影响 ─以美髮服务业为例

【中文摘要】:网际网路发达的现代社会,对人们搜寻资讯的方法造成了剧烈的影响,透过网际网路进行资讯与知识的搜索及传递已是现代人生活中不可或缺的一环。现代社会的人们对于网路的依赖,更是以往无可比拟的。因此渐渐的人们于现实中的社群也开始移转至虚拟的网路世界,不论是于网路互相交流传递资讯亦或提供各种意见想法,供其社群成员参考交流的关係也变得更为紧密与频繁。而此种基于人际之间的关

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係与信任感,在网路讯息的交换与评价上,比起大众媒体确实更胜一筹。
而近年来兴起的一股脸书打卡热潮,更是让许多人趋之若鹜,因而每到一个地点,就要「打卡(Check-in)」一下。并透过文字的编辑或影音档案的附加,向其社群成员宣示一番,告诉社群成员自己于何时何地与谁一起完成了什幺事。而此种网路打卡行为所产生之效果,与口碑传播或有几分相似。因此本试图研究运用口碑传播理论去探究:网路打卡行为之口碑传播效果,与其效果对消费者购买决策所造成之影响。
本研究之研究对象为脸书使用者(无论是否使用过打卡功能)为本次研究对象,并透过网路问卷之方式进行资料收集,共收回327份问卷,有效问卷共计300份。实证分析之结果显示,网路打卡讯息确实具有口碑传播效果,各种网路打卡讯息将提高受访者对被打卡之商家(本研究为髮廊或沙龙),且会优先考虑对亲

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友曾打卡过之商家进行消费行为。然而消费者于不同产业或服务类型之打卡动机可能有所不同,因此各类型商家于进行打卡优惠活动时,应确实了解消费者打卡动机与脸书使用者于脸书上浏览打卡动态之喜好,如此才能有效规划合适且有效的优惠活动,进一步吸引更多消费者前往消费与进行网路打卡的网路口碑宣传。
【英文摘要】:In our modern society with developed network technology, it really influence our method for searching information greatly. Modern people can’t search and transfer information and knowledge without internet. Modern society people rely on network is unparalleled in the past. And because of this, we also shift our community in real world to virtual world. No matter change information or provide different opinion to our virtual community member, it does make our relationship more closely. And this kind of relationship between people is better than mass media on internet message’s change and evaluation.
These years a wave for Facebook check-in started, and made a lot of people crazy for it. So when they get to a place, they just need to 「Check-in」. And add some narratives or photo with it. To declare to their community members, what just he(she) did、at where、at what time and with who. And this kind of effect made by check-in is somewhere like Word-of-Mouth (WOM) effect. So this research is trying to find out this kind of check-in’s WOM effect and how can it influence consumer’s purc

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hasing decision with theory of WOM.
This research will focus on 300 Facebook’s users (no matter whether used check-in or not). And through questionnaire online. In conclude, check-in service indeed have the effect of WOM. Any kind of check-in message will influence the user’s virtual community members generate interested in those store, and those members will have more high willingness to visit or consume at it. However, consumer may have different motivation when they check-in at different kinds of business. Therefore when business owners conducting check-in promotions, they should check why consumer check-in and what kind of message facebook users like to read at first. And according to this, to do their promotions. So they can get a better effect, and attract more consumer to consume, or make more online word-of-mouth through chek-in.
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  • 来源:中山大学;作者:陈裕智
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