Title Page
ABSTRACT
Contents
Chapter 1. Introduction 15
1.1. Research Background 15
1.2. Research Objectives 18
1.3. Research Significance 22
1.4. Organization of the Dissertation 27
Chapter 2. Literature Review 29
2.1. SNS Marketing 29
2.1.1. Definition of SNS 29
2.1.2. Connotation of SNS Marketing 32
2.2. The Third-party Online Reviews 34
2.2.1. Connotation of the Third-party Online Reviews 34
2.2.2. The Third-party Online Reviewer Characteristics 38
2.2.3. Interpersonal Characteristics on SNS Platform 43
2.2.4. SNS User-generated Information Content Characteristics 46
2.3. Consumer Emotion 50
2.3.1. Definition of Consumer Emotion 50
2.3.2. Theoretical Model of Consumer Emotion 52
2.3.3. Structure of Consumer Emotion 54
2.4. Customer Satisfaction 56
2.4.1. Definition of Customer Satisfaction 56
2.4.2. Structural Dimensions of Customer Satisfaction 59
2.5. Online WOM Re-diffusion Intention 64
2.5.1. Connotation of Online WOM 64
2.5.2. Connotation of Online WOM Re-diffusion Intention 68
2.5.3. Structural of Online WOM Re-diffusion Intention 69
Chapter 3. Research Design 73
3.1. Research Model 73
3.2. Research Hypothesis 75
(1) Relationship between SNS Online Reviews and Consumer Emotion 75
(2) Relationship between Consumer Emotion and Customer Satisfaction 79
(3) Relationship between Consumer Emotion and Re-diffusion Intention 81
(4) Relationship between Customer Satisfaction and Re-diffusion Intention 83
(5) Mediating Effect of Consumer Emotion between SNS Online Reviews and Customer Satisfaction 87
(6) Mediating Effect of Consumer Emotion between SNS Online Reviews and Re-diffusion Intention 90
3.3. Measurement 94
(1) Reviewer Characteristics 95
(2) Interpersonal Relationship Characteristics 96
(3) Information Content Characteristics 97
(4) Consumer Emotion 98
(5) Customer Satisfaction 99
(6) Online WOM Re-diffusion Intention 100
3.4. Data Collection and Analysis 101
(1) Data Collection 101
(2) Data Analysis 103
Chapter 4. Results and Analysis 107
4.1. Description of the Analysis 107
4.1.1. Demographic Descriptive Statistics 107
4.1.2. Variable Descriptive Statistical Analysis 109
4.2. Reliability and Validity Analysis 110
4.2.1. Reliability Analysis 110
4.2.2. Validity analysis 112
4.3. Correlation Analysis 114
4.4. Hypothesis Testing 116
4.4.1. Direct Effects 116
4.4.2. Mediating Effect 130
Chapter 5. Conclusion 144
5.1. Main Findings & Discussion 144
5.2. Implications 152
5.2.1. Theoretical Implications 153
5.2.2. Practical Implications 157
5.3. Limitations and Future Research 161
5.3.1. Limitations 161
5.3.2. Future Research 161
References 165
국문초록 210
Attachment 1. Questionnaire (English) 213
Attachment 2. Questionnaire (Chinese) 220
〈Table 2-1〉 Interval Emotion Model 52
〈Table 3-1〉 Reviewer Characteristics 95
〈Table 3-2〉 Interpersonal Relationship Characteristics 97
〈Table 3-3〉 Information Content Characteristics 98
〈Table 3-4〉 Consumer Emotion 99
〈Table 3-5〉 Customer Satisfaction 100
〈Table 3-6〉 Online WOM Re-diffusion Intention 101
〈Table 4-1〉 Demographic Analysis Results 108
〈Table 4-2〉 Descriptive Statistics of Variables 110
〈Table 4-3〉 Reliability Analysis 111
〈Table 4-4〉 KMO and Bartlett's Test 112
〈Table 4-5〉 Results of Exploratory Factor 113
〈Table 4-6〉 Results of the Correlation Analysis 115
〈Table 4-7〉 Regression Analysis (RC and PL) 117
〈Table 4-8〉 Regression Analysis (RC and AR) 119
〈Table 4-9〉 Regression Analysis (IRC and PL) 120
〈Table 4-10〉 Regression Analysis (IRC and AR) 122
〈Table 4-11〉 Regression Analysis (ICC and PL) 123
〈Table 4-12〉 Regression Analysis (ICC and AR) 125
〈Table 4-13〉 Regression Analysis (CE and CS) 126
〈Table 4-14〉 Regression Analysis (CE and RD) 128
〈Table 4-15〉 Regression Analysis (CS and RD) 129
〈Table 4-16〉 Mediating Effect (RC and CS) 132
〈Table 4-17〉 Mediating Effect (IRC and CS) 134
〈Table 4-18〉 Mediating Effect (ICC and CS) 136
〈Table 4-19〉 Mediating Effect (RC and RD) 138
〈Table 4-20〉 Mediating Effect (IRC and RD) 140
〈Table 4-21〉 Mediating Effect (ICC and RD) 142
〈Table 4-22〉 Summary of Hypothesis and Testing Results 143
〈Figure 2-1〉 Pleasure-Arousal Model 53
〈Figure 3-1〉 Research Model 75