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研究生:陳致均
研究生(外文):Jhih-Jyun Chen
論文名稱:從品牌強度的角度探討線上產品評論贊助與揭露方式對消費者負面情緒之影響
論文名稱(外文):從品牌強度的角度探討線上產品評論贊助與揭露方式對消費者負面情緒之影響
指導教授:曹文琴曹文琴引用關係
指導教授(外文):Wen-Chin Taso
學位類別:碩士
校院名稱:國立勤益科技大學
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:2016
畢業學年度:104
語文別:中文
論文頁數:68
中文關鍵詞:贊助類型揭露方式品牌強度負面情緒線上產品評論
外文關鍵詞:Sponsorship typeDisclose wayNegative emotionsBrand strengthOnline Product Reviews
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線上產品評論已在網路上迅速竄起,儼然成為消費者購買產品時的參考資訊首選;而其中評論所提供的產品資訊與潛在的供應商資訊對電子商務的營運亦產生深遠的影響,有些企業甚至聘請消費者或是專業寫手來撰寫虛假評論,以確保線上產品評論的正面行銷效果。廠商透過邀稿與聘請消費者或專業的寫手進行撰寫線上產品評論,往往弊端是廠商的贊助訊息常被隱匿當此贊助行為若事後為消費者獲悉,預期將帶給消費者許多負面想法和反應,如受騙、生氣等等。基於行銷道德和上述可能衍生的問題,若消費者可以在閱讀部落格文章前知道此為廠商的贊助與否,預計將會影響消費者的心理層面,期許從產品的品牌強度獲取消費者內心的情報。
基於上述,本研究欲以實驗設計方式,以智慧型手機搭配品牌強度作為實驗業別,由於品牌強度與消費者負面情緒相關文獻甚少,本研究欲以確認線上產品評論中廠商贊助揭露的訊息讓消費者主動知道或是被主動知道,以及揭露方式對參與者的負面情緒產生影響。探討廠商在部落格資訊揭露後,進一步探討贊助類型 (金錢贊助、體驗贊助、雙重贊助) 與揭露方式 (消費者主動知道或是被主動知道) 以及品牌強勢強度交互作用下對負面情緒的影響。
最後,本研究希望藉由此研究能瞭解當企業實際的贊助部落客撰寫線上產品評論時,品牌強度上的差異,贊助資訊揭露訊息應何種揭露方式較能被消費者所接受,贊助類型以及品牌強度的影響是否會增強其負面情緒的反應。此外,本研究亦希望透過本研究結果,可以提供企業基於公平交易及行銷道德基準上,正確的操作線上產品評論的方法。

Online product reviews have rapidly grown on the web so that it became the most top reference information for consumer when buying the products. Reviews provide product information and potential suppliers, thus making a profound impact on e-commerce operations. Some companies hire consumers or article writers to write fake reviews to ensure the positive marketing effects. Such companies generate online product reviews through calling for paper or hiring consumers/article writers. However, if consumers notice the sponsorship hidden by the companies, it may bring a lot of negative emotions and reactions as being cheated, anger, and etc. According to marketing ethics and the above-mentioned potential problems, if consumers could know whether the articles on blog are sponsored before reading, it would be expected to affect consumer psychology. Therefore, the author would like to obtain consumer psychological information from the brand strength of the product.
As above-mentioned, this study intends to design an experiment by using a smart phone with certain brand strength. Due to the lesser previous literatures regarding brand strength and consumer negativity, this study intends to confirm the sponsorship of the online product reviews are disclosed by the companies themselves or discovered by consumers. After that, this study tries to further discuss the impacts of such disclose way on the participants’ negative emotion. Furthermore, this study intends to examine different types of sponsorship (including Money Sponsorship, Sponsored Experience, and Double Sponsorship) and disclose ways (consumers notice the sponsorships actively or passively). This study will also discuss impact on consumer negative emotion derived from brand strength.
Finally, this study would like to identify which is the brand strength and the way of disclosure regarding the sponsored online product reviews that can be more acceptable for consumers, and discuss whether the types of sponsorship and brand strength can enhance consumers’ negative emotional reactions. In addition, through the results in this study, the author would like to provide the method of managing online product reviews correctly for companies based on fair trade and ethical marketing benchmarks.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 vi
表目錄 vi
圖目錄 vii
壹、緒論 1
貳、文獻探討 5
一、線上產品評論的商業操作與行銷道德 5
二、揭露方式 6
三、贊助類型(Sponsorship type) 8
四、品牌強度(Brand Strength) 8
五、負面情緒 9
參、研究方法與假設 14
一、研究假設與研究架構 14
二、變數定義 20
三、研究前測 24
四、研究設計 28
肆、結果分析 33
一、衡量構面信效度分析 33
二、操弄檢定 34
三、假說檢定 34
伍、結果與建議 42
一、結論 42
二、管理意涵 45
三、研究限制與後續建議 45
參考文獻 47
附錄一 53
附錄二 47
附錄三 61
附錄四 68



表目錄
表1自變數操作性定義 21
表2依變數定義 23
表3 品牌權益定義 26
表4 2015年第一季全球智慧型手機終端銷售量,按廠商(單位:千支) 26
表5產品前測之敘述性統計 27
表6產品前測之成對樣本T檢定 27
表7 各構面前測之信度分析表 28
表8信度與效度分析表 33
表9三因子變異數分析 35
表10揭露方式×贊助類型×品牌強度-依變數為生氣 38
表11研究假設分析結果整理表 41

圖目錄
圖1實驗一研究架構圖 20
圖2消費者主動知道贊助訊息正式問卷發放流程圖 30
圖3消費者被動知道贊助訊息正式問卷發放流程圖 30
圖4弱勢品牌×揭露方式×贊助類型交互作用圖-依變數為生氣 40
圖5強勢品牌×揭露方式×贊助類型交互作用圖-依變數為生氣 40


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