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研究生:張惠如
研究生(外文):Huei-Ru Chang
論文名稱:網路負面口碑呈現方式對消費者知覺影響之研究
論文名稱(外文):Effects of Experiential Presentation of Online Negative Word-of-Mouth on Recipients’ Perceptions
指導教授:廖淑伶廖淑伶引用關係
指導教授(外文):Shu-Ling Liao
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:307
中文關鍵詞:負面口碑網路口碑生動性診斷性真實性專業程度關懷相似性資訊影響自尊
外文關鍵詞:Negative word-of-mouthElectronic word-of-mouthDiagnosticityVividnessAuthenticityExpertiseBenevolenceSimilaritySusceptibility to informational influenceSelf-esteem
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:5
隨著網際網路的發展,消費者不僅能在網路上得到第一手的產品資訊,還能夠藉由網路口碑的方式,與其他消費者交換彼此的消費經驗。而負面口碑的產生,就是消費者對其本身不愉快消費經驗的一種回應。本研究主要在探討網路負面口碑的呈現方式對消費者知覺的影響。並且,考慮消費者自身的人格特質,本研究亦加入口碑傳播者與接收者的人格特質作為干擾變數,探討其對於消費者知覺可信度、沉浸作用及同理心的影響。

本研究共分為三個實驗。問卷的發放以網路問卷及紙本問卷兩種方式進行。網路問卷主要是透過BBS(批踢踢)來發放;而紙本問卷是採用便利收樣,在元智大學、東吳大學及耕莘健康管理專科學校發放為主。研究結果顯示不同的負面口碑呈現方式對於消費者知覺有顯著的影響。此外,口碑傳播者與接收者的人格特質亦對消費者知覺有不同程度的干擾效果。由以上結果,本研究亦提出學術上的貢獻、未來研究方向及實務上的建議。
As the development of the Internet, consumers can not only gather unbiased product information but also exchange their own consumption experiences by engaging in electronic word-of-mouth (eWOM). Negative word-of-mouth is one form of consumer response to dissatisfaction consumption experiences. This study primarily investigates the experiential presentation of online negative word-of-mouth on recipients’ perceptions. Considering the variety of personal characteristics, this study also examines the influence of individual factors affecting the effect of online negative word-of-mouth on recipients’ perceived credibility, transportation, and empathy.

Three experiments were conducted by collecting 1666 valid questionnaires from the Internet and Northern universities in Taiwan. The results suggest that vividness, diagnosticity and authenticity presentations of online negative WOM strongly affect recipients’ perceptions. In addition, communicators and recipients’ characteristics also moderate the effect of experiential presentation of online negative WOM on recipients’ perceptions. From the results, the contributions for academic as well as implications for managerial are provided.
TITLE PAGE  I
LETTER OF APPROVAL  II
LETTER OF AUTHORITY  III
ABSTRACT IN CHINESE  IV
ABSTRACT IN ENGLISH  V
ACKNOWLEDGEMENTS  VI
TABLE OF CONTENTS  VII
LISTS OF TABLES  IX
LISTS OF FIGURES  XIII

CHAPTER 1 INTRODUCTION  1
1.1 Research Background  1
1.2 Research Motivation  3
1.3 Research Objectives  5
1.4 Research Questions  6
1.5 Research Procedure  7

CHAPTER 2 LITERATURE REVIEW  9
2.1 Word-of-Mouth (WOM)  9
2.2 Consumption Experience  13
2.3 Vividness  16
2.4 Information Diagnosticity  18
2.5 Authenticity  20
2.6 Source Credibility  23
2.7 Transportation  26
2.8 Empathy  28
2.9 Perceived Expertise  30
2.10 Altruism  33
2.11 Perceived Similarity  36
2.12 Susceptibility to Interpersonal Influence  38
2.13 Self-Esteem  41
2.14 Hypotheses Inference  43

CHAPTER 3 METHODOLOGY  69
3.1 Research Framework and Experimental Design  69
3.2 Research Hypotheses  77
3.3 Operational Definition and Variables Measurement  82
3.4 Pilot Studies  91
3.5 Questionnaire Design  103
3.6 Sampling, Data Collection and Statistical Methods  109

CHAPTER 4 STATISTICAL ANALYSIS AND RESULTS  111
4.1 Data Collection and Descriptive Statistics of Respondents’ Characteristics  111
4.2 Reliability Analysis  113
4.3 Manipulation Check and Group Classification  114
4.4 Hypotheses Testing—Study 1  119
4.5 Hypotheses Testing—Study 2  146
4.6 Hypotheses Testing—Study 3  175
4.7 Results of Hypotheses Testing  204

CHAPTER 5 CONCLUSIONS AND IMPLICATIONS  211
5.1 Research Conclusions  211
5.2 Contributions and Implications  219
5.3 Limitations and Suggestions for Future Research  223

REFERENCE  225

APPENDIX A  249
APPENDIX B  257
APPENDIX C  265
APPENDIX D  272
APPENDIX E  277
APPENDIX F  284
APPENDIX G  291
APPENDIX H  298
APPENDIX I  306
Chinese
王美欣 (2004)。故事型廣告對消費者態度影響之研究。東吳大學企業管理學系研究所碩士論文,台北市。
方幸意 (2005)。網路口碑訊息特性對消費者品牌態度之影響。國立成功大學國際企業研究所碩士論文,未出版,台南市。
許文怡、梁朝雲 (2007)。訊息來源可信度、情感認同與涉入程度對大學生採信消費性網路謠言之影響,教育資料與圖書館學,45 (1),99-120。
傅雅鈴 (2007)。品牌故事下的構面對品牌形象知覺之影響:故事真實性、敘事者及情節效果之探討。元智大學企業管理學系研究所碩士論文,未出版,桃園縣。

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Internet Resource
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