臺灣博碩士論文加值系統

過去關於消費者行為等相關研究，皆表示口碑對於消費者購買決策有很大的影響。但卻忽略掉在口碑訊息之間存在的重要機制，也就是「口碑正負抵銷效果」的存在性(Hennig-Thurau and Walsh, 2003; Godes and Mayzlin 2004; Lin et al. ,2005)。也因此本研究會針對網路正負面口碑特性如何透過抵銷效果影響消費者產品評價來研究，並以實驗設計的方式，並拆成兩個實驗(實驗一、實驗二)來針對網論論壇留言訊息來做操弄，當人們閱讀網路上的產品相關評論，即可能會受到訊息間正負面抵銷效果的影響。因此，透過實驗來操弄網路正負口碑特性(內容特性、數量特性、排列特性)，並且運用說服理論、資訊整合理論等理論基礎，透過資訊學等概念量化抵銷效果的影響。
研究結果發現抵銷效果與產品評價呈現為負相關，並且網路正負面口碑特性(內容特性、數量特性、排列特性)對於抵銷效果有顯著的影響，而口碑正負抵銷效果對於網路正負面口碑特性與消費者的產品評價間具有中介效果，在干擾效果部分，當正負訊息數量不一致時(即正多負少或負多正少等情境)，如同實驗一結果，來源可信度對於內容特性不具有干擾效果，但對於數量特性具有干擾效果；當正負訊息數量一致時(先正後負或先負後正等情境)，如同實驗二結果，來源可信度對於數量特性不具有干擾效果，但對於排列特性具有干擾效果。

Past researches on consumer behavior have shown that Word-of-Mouth (WOM) have great influence on consumers’ purchase decision. But what these researches have overlooked is the “offset effect of positive-negative Word-of-Mouth” (Hennig-Thurau and Walsh, 2003; Godes and Mayzlin 2004; Lin et al. ,2005). Thus, this research focuses on how, through offset effect, positive and negative Word-of-Mouth on the Internet influence consumers’ purchase decision. The experimental approach this research is based on is divided into two experiments (Experiment 1, Experiment 2) and focuses mainly on comments made on Internet forums. When people see these messages– these product-related comments on the Internet, they may be influenced by the offset effect of positive-negative Word-of-Mouth. Thus, by manipulating the characteristics of positive and negative Word-of-Mouth (characteristic contents, characteristic quantities, and characteristic arrangements) and using theories such as foundational theories, information integration theory and Persuasion Theory , we are able to quantify the offset effect through studies such as computer science.
Research results have pointed out that offset effect and product evaluation are inversely related, and that characteristics of positive and negative Word-of-Mouth on the Internet (characteristic contents, characteristic quantities, and characteristic arrangements) have significant influences on offset effect. On the other hand, the offset effect of positive and negative Word-of-Mouth plays an intermediary role between characteristic of positive/negative Word-of-Mouth on the Internet and consumers’ evaluations of products. When the numbers of positive and negative comments are not even (positive over negative, or negative over positive), as Experiment 1 pointed out, the Source Credibility doesn’t effect the characteristic contents, but does effect the characteristic quantities. When the numbers of positive and negative comments are even (positive before negative, or negative before positive), as Experiment 2 pointed out, Source Credibility doesn’t effect the characteristic quantities, but does effect the characteristic arrangements.

中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 IX
第一章 緒論 1
1.1研究動機與背景 1
1.2研究目的 2
1.3研究流程 3
第二章 文獻探討 4
2.1網路口碑 4
2.2正負面口碑 7
2.2.1. 正面口碑與負面口碑 8
2.2.2. 正負口碑的不對稱性 9
2.3 口碑正負抵銷效果 12
2.3.1 網路口碑訊息對人之說服效果 14
2.3.2 人對網路口碑訊息的資訊整合 16
2.3.3 口碑正負抵銷效果之衡量 23
2.4產品評價 25
2.5來源可信度 26
2.6網路口碑對消費者產品評價之影響 28
2.6.1 網路口碑正負面訊息特性對口碑正負抵銷效果之影響 32
2.6.2 口碑正負抵銷效果對消費者產品評價影響 37
2.6.3 來源可信度對網路口碑正負面訊息特性與口碑正負抵銷效果之影響 38
第三章 研究方法與設計 40
3.1研究架構 40
3.2研究假設 41
3.3變數定義與衡量 43
3.3.1自變數-網路正負面口碑特性 43
3.3.2中介變數-口碑正負抵銷效果 45
3.3.3依變數-產品評價 47
3.3.4干擾變數-來源可信度 49
3.4研究設計 51
3.4.1驗證理論架構的方式 51
3.4.2實驗設計 52
3.4.3實驗對象與程序 54
3.5前測分析 57
第四章 資料分析與實證 69
4.1描述性統計 69
4.2隨機化檢定 74
4.3操弄檢定 75
4.4相關分析 76
4.5研究假設驗證 77
4.5.1 干擾效果驗證 77
4.5.2 中介效果驗證 97
第五章 研究結論與建議 102
5.1網路正負面口碑特性的主效果 102
5.2抵銷效果的中介關係 104
5.3來源可信度的干擾效果 105
5.4理論與實務意涵 110
5.5研究限制與未來研究方向 111
參考文獻 112
附錄一 實驗網站 121
附錄二 網路各大美食討論版節錄之四十則留言 132

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