傳播動機、媒介特質和媒介使用習慣對網路口碑傳播媒介選擇

How Motives, Medium Attributes and Using Behavior Affect Choices of Online WOM Medium

本研究主要分析有哪些因素會影響網路口碑傳播媒介的選擇，從中找出影響選擇傳播媒介的主要因素，分別為傳播動機、媒介特質和媒介使用習慣等三種，並找出這三種因素的組成分子，藉由問卷調查，總計回收319份有效問卷，並使用SPSS軟體進行因素間的相關性分析及迴歸分析，找出這三種因素與媒介選擇行為之間的關係，研究結果將提供媒介管理者實務上及學者後續相關研究上之參考。

This study tries to find out the factors which affect the choices of online WOM medium. There are three possible factors, which are motives, media attributes, and using behavior might affect the choices of the internet media. By conducting questionnaire survey, getting 319 respondents and using SPSS to analyze the relationship between three factors and behavior of media choices. The research result will provide academia for further research as well as media managers for their practices.