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研究生:謝琬婷
研究生(外文):Wan-Ting Hsieh
論文名稱:探索口碑未知面-正面口碑失效
論文名稱(外文):Exploring Positive Word-of-Mouth Ineffectiveness: An Unnoticed Side
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Tom M. Y. Lin
口試委員:林孟彥
口試日期:2012-07-23
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2012
畢業學年度:100
語文別:中文
論文頁數:41
中文關鍵詞:口碑正面口碑失效決策流程階段
外文關鍵詞:Word-of-mouthPositive WOMIneffectivenessDecision-making process
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口碑是非常有效的行銷工具,但是實際上並非完全有效,在某些情境下,消費者即使收到正面口碑仍然不願意購買,而本研究將此定義為「正面口碑失效」。本研究以Sweeney, Soutar, and Mazzarol(2008)影響口碑有效性的四大構面為基礎,回顧過去正面口碑影響因素,並利用量化及質化兩階段進行研究,其中,第一階段量化研究採用封閉式問卷輔以開放性題項,瞭解正面口碑失效現象之普遍性及可能因素,第二階段則利用個人深度訪談之關鍵事件法調查正面口碑失效因素對消費者決策流程之影響。本研究結果發現6個正面口碑失效構面,分別為:個人構面、人際間構面、訊息構面、情境構面、心理構面與不適配構面,共包含19個因素,且正面口碑失效因素在消費者不同決策階段(注意、興趣、搜尋和購買)影響不同。
本研究之貢獻為發現過去由正面口碑有效觀點無法發現之正面口碑失效因素,並應用De Bruyn and Lilien(2008)多階段概念彌補過去正面口碑影響之相關研究多僅探究單一階段的可能缺失,藉由瞭解正面口碑失效現象,更能真正認識口碑。實務上,行銷活動在消費決策階段扮演不同角色及目的,例如:形成接收者認知和實際購買等。藉由了解不同階段的正面口碑失效因素,有助於提升正面口碑的影響力,最後,本研究有助警惕企業進行口碑行銷時,在某些情況下不應過度依賴正面口碑效果,而耗費行銷資源。
Word-of-mouth (WOM) is a highly effective marketing tool; however, it is not entirely effective. In certain cases, despite receiving positive WOM, consumers will not purchase. We define positive WOM that cannot achieve expected results as Positive WOM Ineffectiveness. This paper reviews from four factors in Sweeney, Soutar, and Mazzarol (2008) and conducts the quantitative and qualitative study. The quantitative study is to understand universality of positive WOM ineffectiveness and its factors by a questionnaire consisting of closed-ended questions and an open-ended question. The qualitative study is to present positive WOM ineffectiveness factors on decision-making process by Critical Incident Technique. We discovered 19 reasons for positive WOM ineffectiveness, which was summarized into 6 factors: personal factors, interpersonal factors, message factors, situational factors, psychological factors, and unfit factors. We also found that different factors of positive WOM ineffectiveness have varying effects on the decision-making process.
The value of this paper is to discover the ineffectiveness factors that cannot be discerned from effectiveness perspectives. In addition, we applied the multistage model of WOM influence provided by De Bruyn and Lilien (2008) onto positive WOM ineffectiveness to enhance our understanding of the WOM field. In practice, the purpose of marketing plans varies depending on the different decision-making process scope, some are to enhance consumer perception, and others might intend to trigger purchase intentions. Therefore, understanding reasons for positive WOM ineffectiveness at different stages can help enhance WOM effectiveness. We expect to inform companies when not to rely heavily on WOM marketing in specific instances, and not to waste marketing resources.
摘要 II
Abstract III
圖目錄 V
表目錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 正面口碑的有效性 4
第二節 正面口碑失效定義 4
第三節 正面口碑失效現象 5
第四節 正面口碑失效可能因素 5
第參章 研究方法 11
第一節 研究架構 13
第二節 量化研究 13
第三節 質化研究 15
第肆章 研究結果 18
第一節 量化研究結果 18
第二節 質化研究結果 22
第伍章 結論與建議 28
第一節 研究結論 28
第二節 管理意涵 29
第三節 研究意涵 31
第四節 研究限制 32
第五節 未來研究 33
參考文獻 35
附錄一 量化問卷 40
附錄二 質化問卷訪談大綱 41
AISAS: the concept is adopted form Wikipedia, http://ja.wikipedia.org/wiki/AIDMA
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