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研究生:郭欣慈
研究生(外文):Kuo, Hsin-Tzu
論文名稱:我們與鄉民的距離-探討感知相似性對於線上分享行為的影響
論文名稱(外文):Shall We Join the Firestorm? The Effect of Perceived Similarity on the Act of Online Sharing
指導教授:丁姵如丁姵如引用關係
指導教授(外文):Ting, Pei-Ju
口試委員:丁姵如方文昌張重昭張愛華
口試委員(外文):Ting, Pei-JuFang, Wen-ChangChang, Chung-ChauChang, Ai-Hua
口試日期:2019-06-11
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2019
畢業學年度:107
語文別:英文
論文頁數:39
中文關鍵詞:社群媒體線上口碑風暴感知相似性同情生氣生動性
外文關鍵詞:social mediaonline firestormperceived similaritysympathyangervividness
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隨著社群媒體的蓬勃發展,線上口碑風暴成為一大隱憂,對企業本身或品牌形象具有威脅性。因此,我們致力於瞭解什麼情緒會影響人們參與線上口碑風暴。線上口碑風暴指大量的負面口碑在社群媒體上短時間內廣泛地流傳。過去的研究指出,線上口碑風暴是因道德不當的議題而起。我們認為同情和生氣會受到刺激而觸發參與的行為。另外,我們推論生動性具有調節作用。研究結果與假說一致,人們參與線上口碑風暴的行為受到感知相似性的影響,而同情和生氣產生中介效果。但是,生動性不具調節作用。原因可能是線上環境包含其他更生動的呈現方式,如:影片。總結來說,該研究之三個實驗為線上口碑風暴的文獻加以延伸,並提出學術與管理意涵。
Due to the rise of social media, online firestorm has become a concern. Online firestorm, which poses a threat to corporate and its brand image, occurs when large amounts of negative word of mouth spread in social media in a sudden. Therefore, we aim to understand what emotions initiate people to join online firestorms. We argue that participating behavior is triggered by sympathy and anger and influenced by vividness. Consistent with the proposed process, the willingness to participate in online firestorms is affected by perceived similarity of the victim; mediated by sympathy and anger. However, vividness does not successfully moderate the model because social media includes link and video which contains more vivid vision. In total, the results of three experimental surveys contribute to literature on online firestorm and provide implications for scholars and managers.
謝 詞 I
ABSTRACT III
CONTENTS IV
FIGURES VI
TABLES VII
Chapter 1. Introduction 1
1.1. Background 1
1.2. Research Questions and Purpose 2
Chapter 2. Literature Review and Research Hypothesis 3
2.1. Online Firestorm 3
2.2. Perceived Similarity 4
2.3. Feelings of Sympathy 4
2.4. Anger 5
2.5. Vividness 6
Chapter 3. Methodology and Analysis 8
3.1. Study 1 8
3.2. Study 2-1 13
3.3. Study 2-2 19
Chapter 4. Conclusions 24
4.1. General Discussion 24
4.2. Implications and Contributions 24
4.3. Limitations and Future Study Direction 25
References 26
Appendix 1 32
Appendix 2 33
Appendix 3 34
Appendix 4 36
著作權聲明 39
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