臺灣博碩士論文加值系統

過去消費者是採用被動的方式於報章雜誌中接收資訊，現在，已經轉往網路，採用
互動的溝通型態，這個改變使人與人之間的連結形成，口碑隨之出現，廣告商如何有效的將訊息傳遞出去變成一個重要的議題。口碑扮演的是將訊息傳遞出去的橋樑，每個人會隨著不同的場合、消費者不同的認知偏好以及族群而產生不同力度的影響力，也會對產品或服務形成正向或是負向的溝通。最直接的溝通方式就是表現出的情緒，情緒會因為受到外在的刺激而產生行為的改變。而廣告正是最好引起情緒的方法之一，所以在產品要形成擴散時，透過廣告帶動情緒是一個好方法。此外，情緒激發會觸動將訊息傳播出去的動力，當處於高情緒激發時會增加行動的相關行為，使廣告較容易被傳遞出去，也因為有了情緒激發，才會形成口碑，有了口碑，產品才會擴散出去。
本論文以實驗法設計出 2(高/低情緒激發)X 2(高/低涉入)來探討情緒激發程度與
涉入程度對群體內以及群體外口碑的影響。結果顯示，整體而言，情緒激發程度會對口碑產生影響，而涉入程度雖然不會對口碑產生主效果，但是情緒激發程度和涉入程度對群體內口碑會產生交互作用。

In the past, we usually passively received information from newspapers and magazines, but now, it has been transferred to the Internet, using the interactive communication patterns. This change makes the links between people and produces word of mouth. How to effectively deliver the message to consumers has become an important issue to advertisers. Word of mouth plays a role which is the node between messages. Moreover, each person produces different dynamics influence bases on different occasions, different cognitive preferences and consumer groups, and it also gives positive or negative communication. The most direct way
to communicate is emotions which would change by external stimuli and advertisings are one of the best ways to cause emotions. If the product forms the diffusion, advertising is a good way to drive sentiment. In addition, the emotional arousal will stir up the speed of messages. When we are in high emotional arousal, it will increase the actions related behavior and make advertisings easier to be passed on. Because of emotional arousal, word of mouth is produced
and products are spread out.
In this thesis, I design 2(high / low emotional arousal) X 2 (high / low involvement) experiments to investigate the impacts of emotional arousal and involvement on word of mouth within and outside the social groups. The results showed that, overall, emotional arousal significantly relates to word of mouth and involvement is not produce the main effect to word of mouth. However, emotional arousal and involvement have the interaction to word of mouth within the social group.

一、緒論..........................................1
1.1研究動機.......................................1
1.2研究目的.......................................2
二、文獻探討.......................................3
2.1廣告..........................................3
2.2內容物特性與社會傳播.............................3
2.2.1內容物......................................3
2.2.2社會傳播....................................4
2.2.3內容物特性與社會傳播的關係.....................4
2.3活化度與激發...................................5
2.4情緒.........................................6
2.4.1情緒與社會傳播相關研究........................6
2.4.2情緒與情緒激發、活化度的關係...................8
2.5涉入理論.....................................9
2.6創新擴散.....................................10
2.7口碑........................................11
三、研究方法....................................12
3.1研究架構....................................12
3.2研究假設....................................13
3.3實驗設計....................................14
3.3.1設計與受測樣本.............................14
3.3.2實驗流程與變數之衡量........................14
3.4研究方法....................................18
四、研究結果....................................19
4.1資料敘述性分析...............................19
4.2操弄檢定....................................20
4.2.1情緒激發檢驗...............................20
4.2.2涉入程度檢驗...............................21
4.3情緒激發程度、涉入程度與口碑關係檢定.............22
4.3.1群體內口碑為依變數..........................22
4.3.2群體外口碑為依變數..........................23
4.4情緒激發程度與口碑關係檢定.....................23
4.4.1高涉入框架................................23
4.4.2低涉入框架................................24
4.5涉入程度與口碑關係檢定........................25
4.5.1高情緒激發框架.............................25
4.5.2低情緒激發框架.............................25
五、結論.......................................28
5.1研究結論....................................28
5.2管理意涵與研究貢獻............................29
5.2.1管理意涵..................................29
5.2.2研究貢獻..................................30
5.3研究限制與未來研究建議.........................30

Abernethy, Avery M, &; Franke, George R. (1996). The information content of advertising: a meta-analysis. Journal of Advertising, 1-17.
Allsop, Dee T, Bassett, Bryce R, &; Hoskins, James A. (2007). Word-of-mouth research: principles and applications. Journal of Advertising Research, 47(4), 398.
Anderson, Paul F, &; Bennett, Peter D. (1988). Dictionary of marketing terms.Anderson, Simon P, &; Renault, Régis. (2013). The advertising mix for a search good. Management Science, 59(1), 69-83.
Arasu, Arvind, Cho, Junghoo, Garcia-Molina, Hector, Paepcke, Andreas, &; Raghavan, Sriram. (2001). Searching the web. ACM Transactions on Internet Technology (TOIT), 1(1), 2-43.
Asch, Solomon E. (1956). Studies of independence and conformity: I. A minority of one against a unanimous majority. Psychological Monographs: General and Applied, 70(9), 1-70.
Baker, Michael J, &; Churchill Jr, Gilbert A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555.
Barrett, L Feldman, &; Russell, James A. (1998). Independence and bipolarity in the structure of current affect. Journal of personality and social psychology, 74, 967-984.
Bass, Frank M. (1969). A New Product Growth For Model Consumer Durables*. Management Science, 15(5).
Berger, Jonah. (2011). Arousal increases social transmission of information. Psychological science, 22(7), 891-893.
Berger, Jonah, &; Milkman, Katherine L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192-205.
Brooks, Alison Wood, &; Schweitzer, Maurice E. (2011). Can Nervous Nelly negotiate? How anxiety causes negotiators to make low first offers, exit early, and earn less profit.
Organizational Behavior and Human Decision Processes, 115(1), 43-54.
Bruce, Norris I, Foutz, Natasha Zhang, &; Kolsarici, Ceren. (2012). Dynamic effectiveness of advertising and word of mouth in sequential distribution of new products. Journal of
Marketing Research, 49(4), 469-486.
Buldyrev, Sergey V, Parshani, Roni, Paul, Gerald, Stanley, H Eugene, &; Havlin, Shlomo. (2010). Catastrophic cascade of failures in interdependent networks. Nature, 464(7291),
1025-1028.
Burnett, Stephanie, Bird, Geoffrey, Moll, Jorge, Frith, Chris, &; Blakemore, Sarah-Jayne. (2009). Development during adolescence of the neural processing of social emotion. Journal of Cognitive Neuroscience, 21(9), 1736-1750.
Chevalier, Judith A , &; Mayzlin, Dina. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
Daly, Eleanor M, Lancee, William J, &; Polivy, Janet. (1983). A conical model for the taxonomy of emotional experience. Journal of Personality and Social Psychology, 45(2), 443-457.
Festinger, Leon, Riecken, Henry W, &; Schnachter, Stanley. (1956). When prophecy fails.
Godes, David, &; Mayzlin, Dina. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
Goldenberg, Jacob, Oestreicher-Singer, Gal, &; Reichman, Shachar. (2012). The Quest for Content: How User-Generated Links Can Facilitate Online Exploration. Journal of
Marketing Research, 49(4), 452-468.
Harrison-Walker, L Jean. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
Havitz, Mark E, &; Howard, Dennis R. (1995). How enduring is enduring involvement? A seasonal examination of three recreational activities. Journal of Consumer Psychology,
4(3), 255-276.
Heath, Chip, Bell, Chris, &; Sternberg, Emily. (2001).
Emotional selection in memes: the case of urban legends. Journal of personality and social psychology, 81(6), 1028.
Heilman, KH. (1997). The neurobiology of emotional
experience. The neuropsychiatry of limbic and subcortical disorders, 133-142.
Hirschman, Elizabeth C, &; Holbrook, Morris B. (1982).
Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 92-101.
Holbrook, Morris B, &; Hirschman, Elizabeth C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, 132-140.
Houston, Michael J, &; Rothschild, Michael L. (1978).
Conceptual and methodological perspectives on involvement. Research frontiers in marketing: Dialogues and directions, 184, 187.
Keller, Ed. (2007). Unleashing the power of word of mouth: creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448.
Kroeber-Riel, Werner. (1979). Activation research:
Psychobiological approaches in consumer research. Journal of Consumer Research, 240-250.
Lam, Desmond, Lee, Alvin, &; Mizerski, Richard. (2009). The effects of cultural values in word-of-mouth communication. Journal of international marketing, 17(3), 55-70.
Lazarsfeld, Paul F, &; Katz, Elihu. (1955). Personal
influence: the part played by people in the flow of mass communications. Glencoe, Illinois.
Liu, Yong. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of marketing, 74-89.
Mehrabian, Albert, &; Russell, James A. (1974). An approach to environmental psychology(Vol. 11): MIT press Cambridge, MA.
Nabi, Robin L. (1999). A cognitive‐functional model for the effects of discrete negative
emotions on information processing, attitude change, and recall. Communication
Theory, 9(3), 292-320.
Nabi, Robin L. (2010). The case for emphasizing discrete emotions in communication research. Communication Monographs, 77(2), 153-159.
Novak, Thomas P, &; Hoffman, Donna L. (1997). New metrics for new media: toward the development of Web measurement standards. World Wide Web Journal, 2(1), 213-246.
Oestreicher-Singer, Gal, &; Sundararajan, Arun. (2012). Recommendation networks and the long tail of electronic commerce. MIS Quarterly, 36(1), 65-84.
Peres, Renana, Muller, Eitan, &; Mahajan, Vijay. (2010). Innovation diffusion and new product growth models: A critical review and research directions. International Journal of Research in Marketing, 27(2), 91-106.
Peters, Kim, &; Kashima, Yoshihisa. (2007). From social talk to social action: Shaping the social triad with emotion sharing. Journal of Personality and Social Psychology, 93(5), 780.
Rangaswamy, Arvind, Giles, C Lee, &; Seres, Silvija. (2009). A strategic perspective on search engines: Thought candies for practitioners and researchers. Journal of Interactive
Marketing, 23(1), 49-60.
Resnik, Alan, &; Stern, Bruce L. (1977). An analysis of information content in television advertising. The Journal of Marketing, 50-53.
Rime, Bernard, Mesquita, Batja, Boca, Stefano, &; Philippot, Pierre. (1991). Beyond the emotional event: Six studies on the social sharing of emotion. Cognition &; Emotion,
5(5-6), 435-465.
Rodríguez-Santos, M Carmen, González-Fernández, Ana M, &; Cervantes-Blanco, Miguel.(2013). An analysis of the construct “involvement” in consumer behaviour. Quality &;
Quantity, 47(2), 1105-1123.
Russell, James A. (2003). Core affect and the psychological construction of emotion. Psychological review, 110(1), 145.
Russell, James A, &; Pratt, Geraldine. (1980). A description of the affective quality attributed to environments. Journal of personality and social psychology, 38(2), 311-322.
Schlosser, Ann E, Shavitt, Sharon, &; Kanfer, Alaina. (1999). Survey of Internet users’ attitudes toward Internet advertising. Journal of Interactive Marketing, 13(3), 34-54.
Smith, Craig A, &; Ellsworth, Phoebe C. (1985). Patterns of cognitive appraisal in emotion. Journal of personality and social psychology, 48(4), 813.
Solomon, Richard L. (1980). The opponent-process theory of acquired motivation. American Psychologist, 35(8), 691-712.
Stephen, Andrew, &; Toubia, Olivier. (2009). Deriving value from social commerce networks. Journal of Marketing Research, Forthcoming.
Thayer, Robert E. (1978). Toward a psychological theory of multidimensional activation (arousal). Motivation and Emotion, 2(1), 1-34.
Weiss, Walter. (1960). Emotional arousal and attitude change. Psychological Reports, 6(2), 267-280.
Westbrook, Robert A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 258-270.
Wojnicki, Andrea, &; Godes, David. (2008). Word-of-mouth as self-enhancement. HBS Marketing Research Paper(06-01).
Yoo, Changjo, Park, Jonghee, &; MacInnis, Deborah J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research,
42(3), 253-263.
Zaichkowsky, Judith Lynne. (1985). Measuring the involvement construct. Journal of consumer research, 341-352.
Zaichkowsky, Judith Lynne. (1994). The personal involvement inventory: Reduction, revision, and application to
advertising. Journal of advertising, 59-70.