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研究生:劉璟霏
研究生(外文):Ching-Fei Liu
論文名稱:網路口耳相傳溝通之說服效果–以部落格為例
論文名稱(外文):The Persuasive Effect of Word-of-mouth Communication on Web–The Implication of BLOG
指導教授:蕭中強蕭中強引用關係
指導教授(外文):Chung-Chiang Hsiao
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:89
中文關鍵詞:口耳相傳溝通說服效果部落格高涉入
外文關鍵詞:word-of-mouth communicationpersuasive effectBLOGhigh involvement
相關次數:
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隨著個人化資訊與搜尋引擎在網際網路上的盛行,口耳相傳(word-of-mouth)的傳播效果可能低於或超出行銷人員(marketer)的預期。特別是,一個當前最受歡迎且引人注意的工具,部落格(BLOG) ,早已被廣泛地運用在虛擬世界中,透過多樣化的呈現方式,如:文字、聲音、影像,分享個人想法。儘管由部落格(BLOG)引發許多與行銷有關的事件已經被新聞媒體所報導,然而大部分的行銷活動似乎並非起因於預先設計好的行銷決策。相反地,觀察這些受部落格(BLOG)影響的現象反而較可能是受到網路使用者的個人風格所影響。為良好運用這個在網路資訊傳遞方面具有潛在影響力的工具,關於部落格(BLOG)其背後的互動機制也將在本研究中進一步探討之。

本研究將從來源可性度理論(Source Credibility Theory)與歸因理論(Attribution Theory)的角度來解釋消費者,特別是那些擁有高度動機、且具備處理網路與部落格(BLOG)資訊能力的高涉入(high involvement)族群,他們對焦點產品的看法與評價可能受到張貼在部落格(BLOG)上面的資訊所影響。於此,本研究將從3個變量:訊息來源者(message author),訊息來源處(message site),以及訊息面向 (message sidedness),其三者之間的干擾效果來解釋部落格(BLOG)溝通的說服有效性,並以線上網路問卷(on-line questionnaire)方式呈現一個虛構的部落格(BLOG)網站來進行相關的實驗設計。
When the personalized information and search engine such as Google prevail on Internet, the word-of-mouth effect can be undertaken both under and out of marketer’s control. In particular, a currently most popular and attention-getting tool, BLOG, has been extensively applied for sharing individual thoughts by various representations of words, voices, and visual images through cyber world. Even though a lot of marketing related events initiated out of BLOG have been reported by news media, it seems that most of them are not directed by pre-planned marketing decisions. Rather, the random idiosyncrasy out of internet users might be a better explanation on observed influential phenomena associated with BLOG. In order to well manipulate such a potentially powerful tool on Internet information delivery, in this research, the underlying mechanisms of communication process in BLOG will be explored.

This study takes Source Credibility Theory and Attribution Theory into account as the exploratory foundation to exam how consumers’, especially those who are so highly motivated and highly capable to search and process information on Internet and BLOG that these consumers can be categorized as in the condition of high involvement, perceptions and evaluations on focal products might be influenced by the information exposed on BLOG. The moderating effects among three variables, message author, message site (location), and message sidedness, will be proposed to explain the favorably persuasive effectiveness on BLOG communication. The experimental design will be conducted on on-line questionnaires with simulated BLOG web sites.
Ch1 Introduction..........................................1
1.1 Uprising of BLOG......................................1
1.1.1 Popularization of Emerging Interactive Platform-BLOG.......................................................1
1.1.2 A New Application of Word-of-mouth on Web............6
1.2 Research Purpose......................................11
Ch2 Literature Review.....................................13
2.1 Source Credibility....................................13
2.1.1 The Need for Cognition (NFC)........................15
2.1.2 Elaboration Likelihood Model (ELM)..................16
2.2 Message Sidedness.....................................18
2.3 Attribution Theory....................................20
Ch3 Research Model........................................23
3.1 Assumption of Research Model..........................23
3.2 Research Framework....................................25
3.3 Manipulated Variables.................................27
3.4 Hypotheses............................................30
3.4.1 Study 1: One-sided Message..........................30
3.4.2 Study2: Two-sided Message...........................34
Ch4 Research Method.......................................35
4.1 Experimental Design...................................35
4.2 Pretest...............................................35
4.3 Overview of Experiment................................37
4.4 On-line Questionnaire Design..........................38
4.4.1 The Procedure of On-line Questionnaire..............38
Ch5 Research Result.......................................47
5.1 Characteristics of Variables..........................47
5.1.1 Dependent Variable..................................47
5.1.2 Independent Variable................................47
5.2 Manipulation Checks...................................48
5.2.1 Attribute Importance................................48
5.2.2 Attribute Valence...................................49
5.2.3 Message Author......................................49
5.2.4 Message Site........................................49
5.3 Experiment Results of Study 1.........................50
5.3.1 When messages are All Positive (MSS=1)..............50
5.3.2 When messages are All Negative (MSS=2)..............53
5.4 Experiment Results of Study 2 (MSS=3, 4, 5)...........56
5.5 Discussions...........................................60
Ch6 Contributions & Limitations...........................63
6.1 Contributions.........................................63
6.1.1 For Academic Research...............................63
6.1.2 For Industrial Application..........................64
6.2 Limitations...........................................65
6.2.1 Other Factors.......................................65
6.2.2 Manipulation of Scenario............................65
6.2.3 Accuracy of On-line Questionnaire...................65
Reference.................................................66
Appendix..................................................70
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