口碑对外来购物网站消费者品牌态度之影响.PDFVIP

口碑對外來購物網站消費者品牌態度之影響：以台灣大學生使用淘寶 網為 楊陽 摘要 隨著兩岸經濟文化交流的深入，越來越多的台灣消費者開始通過淘寶網跨海 網購，而口碑在這一外來購物網站發展臺灣業務的過程中發揮了重要影響。現有 口碑研究缺少跨文化背景下口碑與消費者品牌態度關係之探討，本研究以淘寶網 為例，結合網路服務口碑和品質量表，探尋消費者從各處獲得的口碑訊息及自身 特性與其品牌態度之關係。結果顯示，口碑對消費者品牌態度確有影響，且正面 口碑對態度影響顯著，而其月收入以及所處地域對其品牌態度無影響。 關鍵字：口碑、品牌態度、購物網站、淘寶網 2 The relationship between word-of-mouth and consumer brand attitude of foreign shopping websites: A Case Study of Taiwan college students using Taobao Yang Yang Abstract With the development of Internet and the deepening of cross-strait economic and cultural exchanges, more and more Taiwanese consumers start using Taobao. Word-of-mouth has played an important role in the development of Taiwan businesses of Taobao, which is a foreign shopping website. Existing researches lack of the relationship of word-of-mouth and consumer brand attitude under cross-cultural background. This study intends to explore the relationship between word-of-mouth and consumer brand attitude of foreign shopping websites from the consumer perspective. In this study, a questionnaire, including Word-of-Mouth Measurement Scale for e-Services Context and A Multiple-Item Scale for Assessing Electronic Service Quality, distributed to Taiwanese college students who had Taobao shopping experience. Keywords: word-of-mouth, brand attitude, shopping website, Taobao